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The art of entrepreneurial market creation

Lehman, Kim; Ronald Fillis, Ian; Miles, Morgan - In: Journal of Research in Marketing and Entrepreneurship 16 (2014) 2, pp. 163-182

Purpose – The purpose of this paper is to use the case of the Museum of Old and New Art (MONA) in Hobart, Tasmania, to investigate the role of entrepreneurial marketing (EM) in shaping an arts enterprise. It draws on the notion of effectuation and the process of EM in explaining new venture...

Persistent link: https://www.econbiz.de/10014902791