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Art collecting as consumption and entrepreneurial marketing as strategy

Fillis, IR and Lehman, K (2021) Art collecting as consumption and entrepreneurial marketing as strategy. Arts Marketing: An International Journal. ISSN 2044-2084

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Purpose: We adopt a biographical methodology to investigate how a privately funded art museum has risen to become a key visitor destination on the island of Tasmania, Australia. Design/methodology/approach We utilise both entrepreneurship and consumption as collecting lenses to gain insight into the success of a new arts venture. In addition to biographical methodology we utilise in-depth interviews and participant observation. Findings Our analysis shows what can be achieved when alternative paths to creativity and innovation are pursued. The creativity inherent in such actions does not necessarily have to be substantial. Sometimes incremental approaches to achieving something different from the norm are sufficient. Originality There are only a limited number of papers on entrepreneurship and consumption in the arts and this research adds to knowledge in the area. Research implications Implications include the continued merits of adopting a biographical approach to uncovering longitudinal insight into interlinking entrepreneurship and consumption practices. This approach enables key impacting events over time to be identified as they impact on the direction taken by the art entrepreneur. Practical implications There is growing evidence that administrative approaches to arts governance are limiting in their effectiveness. This paper addresses the call to be more entrepreneurial in arts governance practices.

Item Type: Article
Additional Information: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com
Uncontrolled Keywords: 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
N Fine Arts > NX Arts in general
Divisions: Doctoral Management Studies (from Sep 19)
Publisher: Emerald
Related URLs:
Date Deposited: 10 Feb 2021 14:58
Last Modified: 04 Sep 2021 05:57
DOI or ID number: 10.1108/AAM-09-2020-0035
Editors: Walmsley, B and Meamber, L
URI: https://researchonline.ljmu.ac.uk/id/eprint/14436
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