Assessing the notion of art as a product: entrepreneurial marketing insights from the visual arts

Abstract

Purpose The purpose of this paper is to assess the notion of art as a product. This paper develops a detailed understanding of how established visual artists engage with the notion in their art making and market interactions, drawing insight from the longitudinal debate on the essence of art, including its connection with entrepreneurial marketing. Design/methodology/approach The authors uses a conceptual framework involving artists’ and other stakeholders’ philosophical positions, artists’ career stages, reputation (including branding), market associations and the forms of value generated by artists and consumers to help shape their qualitative research design involving in-depth interviews with 16 established Australian artists. NVivo software aided data analysis to improve theory building. Findings Market orientation, entrepreneurial market creation, co-creation, co-production activities and sharing value among interested stakeholders are important factors in viewing art as a commercial product. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product. This paper identifies a fluidity in the relationship between an artist and their art. Research limitations/implications Co-creation, co-production and sharing value among interested stakeholders are important factors as are market orientation versus entrepreneurial market creation activities. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product. Practical implications Established artists have made a conscious decision to engage, or otherwise with the marketplace. This research uncovers the merits of adopting a product approach in engaging with the market and artist centred creation which avoids marketplace interaction. Originality/value This research has the potential to contribute to policy decision-making in the sector and in stimulating future comparative research. There are wider implications for the cultural and creative industries where entrepreneurial market creation can stimulate creativity and innovation.

Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach

“…There is minimal understanding of macro- and micro-environments in craft-based microenterprises, which directly influences whether you enter a particular market. In addition, though the creative process is an essential element of product design in entrepreneurial marketing practice (Fillis, 2007), craft-based microentrepreneurs should consider how they can incorporate customers into the creative process for successful business outcomes (Fillis et al , 2023; Lopes et al , 2021).…”

“…The managers and entrepreneurs may focus on sustainable value creation through co-creation, social value and effective strategies considering external factors. (Fillis et al , 2023; Gökbulut Özdemir, 2013; Lopes et al , 2021; Gross et al , 2014).…”

“…Aesthetics impacts the entrepreneurial marketing of small craft firms and how they focus their strategy based on creativity, intuition and opportunity recognition. For example, Fillis et al ’s (2023) study of EMS practices of visual artists found that co-creation, co-production and sharing value among interested stakeholders were important factors for market orientation activities. They proposed art as a continuum with purely market-driven art to art at one end and as aesthetics depending upon motivation to create, engagement with the market and the artist’s identity and personality, at the other.…”

“…Artists’ motivation to create, engagement with the market and personal attitudes are thus contributing factors to the consideration of art as a product. Similarly, according to Lopes et al (2021) and Fillis et al (2023), an essential element of EMS practice is the artist or entrepreneur’s identity, personality and profile. Moreover, the business manager’s entrepreneurial profile and organisational culture influence the implementation of EMS practices and their success (Lopes et al , 2021).…”

“…Moreover, the business manager’s entrepreneurial profile and organisational culture influence the implementation of EMS practices and their success (Lopes et al , 2021). Finally, Fillis et al (2023) recognised the importance of sustainable value creation when visual artists engage in art-making and market interactions.…”