Purpose – The purpose of this paper is to address a particular tension in arts marketing, that is, the ongoing search for balance between achieving artistic excellence and financial stability, while keeping work accessible and satisfying a range of stakeholders, public and private....

The concept of “trust” has attracted a great deal of attention in recent studies of inter‐organisational relations. In particular it has been suggested that the establishment and maintenance of trust is central to building business to business relationships. Using a well‐known case study...