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- W2175701303 abstract "This paper investigates the role of entrepreneurial marketing in shaping the development ofthe Museum of Old and New Art (MONA) in Hobart, Tasmania. It draws on the notion ofeffectuation and the process of entrepreneurial marketing in explaining new venture creationand assesses the part played by David Walsh the entrepreneurial owner/manager. Theliterature on entrepreneurial marketing is assessed and then contextualised from an artsperspective. The research carried out here builds on a growing body of work adopting theentrepreneurial marketing lens to better understand arts marketing and new venture creation.An additional contribution to knowledge is the use of effectuation to assist in betterunderstanding of the role of entrepreneurial marketing. This leads to the exploration of theinterplay between market orientation versus market creation, where the latter is influencedgreatly by the effectuation process. A series of research questions are then constructed and acase study methodology developed, Creative competencies including vision, ambition, risktaking, branding and decision making are assessed. A series of recommendations for theoryand practice are made, included the impact on the wider arts marketing industry and a modelof entrepreneurial market creation is constructed" @default.
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- W2175701303 date "2013-01-01" @default.
- W2175701303 modified "2023-09-27" @default.
- W2175701303 title "The art of entrepreneurial market creation" @default.
- W2175701303 hasPublicationYear "2013" @default.
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