The art of entrepreneurial market creation

Abstract

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.

Entrepreneurial Marketing Theory: Current Developments and Future Research Agenda

“…Multiple case study Andersson et al, 2018;Pitchayadol et al, 2018;Toghraee et al, 2017;Weerawardena et al, 2017;Yang & Gabrielsson 2017;Renton, et al, 2015;Franco et al, 2014;Hallbäck & Gabrielsson 2013;Özdemir 2013;Bettiol et al, 2012;Mort et al, 2012;Szabo et al, 2011;Phua & Jones 2010;Schmengler & Kraus 2010;Jones & Rowley 2009;Moriarty et al, 2008;Perks & Shukla 2008 Single case study Crick et al, 2018;Fillis et al, 2017;Dalecki 2016;Kannampuzha & Suoranta 2016;Lewis et al, 2014;Lehman et al, 2014;Thomas et al, 2013;Meyers & Harmeling 2011;Gaddefors & Anderson 2009 Simple qualitative (without specifying design/method)…”

The Successful Visual Artist: The Building Blocks of Artistic Careers Model

“…Fillis (2010) defines entrepreneurial marketing as "an individual style of doing business shaped by the situation-specific worldview of the individual owner/manager" (96-97) and that the resulting decisions can be both "hard" (shaped by economic considerations) and "soft" (shaped by intuition and personal initiative). Lehman, Fillis, and Miles (2014) conclude that "from an effectual logic perspective, the artist and the entrepreneurial marketer are the same" (167). Fillis (2002) highlights the role of creativity in the marketing/entrepreneurship interface and links it with innovation, vision, leadership and motivation.…”

The museum of old and new art

“…For more information please contact researchonline@ljmu.ac.uk http://researchonline.ljmu.ac.uk/ Citation (please note it is advisable to refer to the publisher's version if you intend to cite from this work) A case study methodology is used to explore the how the Museum of Old and New Art (MONA) in Hobart, Tasmania has leveraged EM to become one of the avantgarde cultural attractions (Lehman, Fillis and Miles, 2014). MONA is a privately owned museum-unusual in the museum sector-that has successfully leveraged EM and its position as a highly innovative art museum on an international scale to become the most popular tourist destination in Tasmania (Tourism Tasmania, 2014 This paper contributes to an understanding of EM in the vacation marketing and tourism sector by exploring the practices of a start-up art museum as a case study: an entity that has had a significant impact on the local cultural tourism landscape (Lehman and Reiser, 2014).…”

“…A case study methodology is used to explore how the MONA in Hobart, Tasmania, has leveraged EM to become one of the avant-garde cultural attractions (Lehman et al, 2014). MONA is a privately owned museum – unusual in the museum sector – that has successfully leveraged EM and its position as a highly innovative art museum on an international scale to become the most popular tourist destination in Tasmania (Tourism Tasmania, 2014).…”