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Being Creative at the Marketing/Entrepreneurship Interface: Lessons from the Art Industry

Being Creative at the Marketing/Entrepreneurship Interface: Lessons from the Art Industry Creativity is not a new phenomenon. Neither is entrepreneurial marketing. This paper offers a discussion, based on both classical and contemporary evidence from the world of art, on how creative ability can give both the individual and the smaller firm a competitive advantage. Instead of adopting a replicative, quantitative methodology, as found in many smaller firm studies concerning marketing and entrepreneurship, this work embraces an alternative methodology by examining actual creative practice, as well as investigating the creative metaphor. It is believed that a range of useful outcomes will emerge from this, ranging from the promotion of awareness of the need for creativity in the smaller firm, given the inherent lack of many other resources, to the belief that those researching at the Interface will also benefit from adoption of alternative methodologies in order to generate new theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Being Creative at the Marketing/Entrepreneurship Interface: Lessons from the Art Industry

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715200080001543
Publisher site
See Article on Publisher Site

Abstract

Creativity is not a new phenomenon. Neither is entrepreneurial marketing. This paper offers a discussion, based on both classical and contemporary evidence from the world of art, on how creative ability can give both the individual and the smaller firm a competitive advantage. Instead of adopting a replicative, quantitative methodology, as found in many smaller firm studies concerning marketing and entrepreneurship, this work embraces an alternative methodology by examining actual creative practice, as well as investigating the creative metaphor. It is believed that a range of useful outcomes will emerge from this, ranging from the promotion of awareness of the need for creativity in the smaller firm, given the inherent lack of many other resources, to the belief that those researching at the Interface will also benefit from adoption of alternative methodologies in order to generate new theory.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Jul 1, 2000

Keywords: Creativity; Entrepreneurial marketing; Art; Creative practice

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