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The art of entrepreneurial market creation


Lehman, KF and Fillis, IR and Miles, MP, The art of entrepreneurial market creation, Journal of Research in Marketing and Entrepreneurship, 16, (2) pp. 163-182. ISSN 1471-5201 (2014) [Refereed Article]

Copyright Statement

Emerald Group Publishing Limited

DOI: doi:10.1108/JRME-09-2013-0024


Purpose The purpose of this paper is to use the case of the Museum of Old and New Art (MONA) in Hobart, Tasmania, to investigate the role of entrepreneurial marketing (EM) in shaping an arts enterprise. It draws on the notion of effectuation and the process of EM in explaining new venture creation and assesses the part played by David Walsh, the entrepreneurial owner/manager. Design/methodology/approach This case study analysis enables an in-depth appraisal of the impact of EM and effectuation within the growing domain of arts marketing. Findings The paper offers a glimpse into how creativity and business interact in the creation of new markets. It demonstrates how formal methods of marketing are bypassed in the search for owner/ manager constructed versions of situational marketing. In addition, it provides insight into dominance of entrepreneur-centrism vs customer-centrism in entrepreneurship marketing. An additional contribution to knowledge is the use of effectuation to assist in better understanding of the role of EM in the market creation process. Originality/value The research carried out here builds on a growing body of work adopting theEM lens to better understand arts marketing and new venture creation.

Item Details

Item Type:Refereed Article
Keywords:Entrepreneurs, Entrepreneurial marketing, Entrepreneurialism, Marketing culture
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Technological and organisational innovation
UTAS Author:Lehman, KF (Dr Kim Lehman)
UTAS Author:Miles, MP (Professor Morgan Miles)
ID Code:96689
Year Published:2014
Deposited By:TSBE
Deposited On:2014-11-17
Last Modified:2018-04-05

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