“…By integrating entrepreneurial marketing, effectuation and entrepreneurial consumption, we offer novel insight into how it has been possible to create and sustain a world leading, privately funded arts and cultural museum space and experience. For those operating in the non-profit sector, there are other entrepreneurial options available, such as crowdfunding (Kostas, Wiggins and Preece 2020) and sponsorship (Andersson and Neely 2019). Certainly, there are lessons here for other researchers who are struggling to find the right theory to explain their findings both within entrepreneurship and in the wider management domain.…”