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 the EM lens to better understand arts marketing and new venture creation.
Purpose-The Australian brewing sector has been subject to ever-increasing concentration over recent years. Yet one firm, Coopers Brewery of South Australia, has managed to expand its market share in a highly competitive trading environment. This paper aims to consider how Coopers, one of the few family firms "of stature" in that sector, has succeeded. Design/methodology/approach-The paper adopts a case-study approach to illustrate the various factors which have contributed to the firm's success. Fieldwork took place at Coopers' headquarters in Adelaide and secondary data sources are also drawn upon. Findings-With fifth-generation family members in charge at the company, Coopers has been able to distinguish itself from its main competitors in the sector, two multinational conglomerates with a combined market share of around 90 per cent. Coupled with investment in production facilities, the case-study firm's expansion into new domestic and international markets has proved to be profitable. Part of Coopers' success lies in the niche marketing strategies it has employedstrategies which emphasise the company's unique products and stress their history and traditions. The concept of the extended family is highlighted through the company's approach to its consumers and staff members. Philanthropic activities also enhance the company's reputation in the community at large. Practical implications-For managers, the case provides clear indications of the various successful niche marketing strategies which a family business in the brewing sector has adopted. Originality/value-The case provides evidence of how one company has been able to draw on its traditions whilst at the same time maintaining its relevance to the market.
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