Conceptual model of entrepreneurial marketing in art-cultural marketing enterprises

Document Type : Research Paper


1 PhD student of entrepreneurship-university of Tehran

2 Associate professor, Faculty of Entrepreneurship, University of Tehran


Today's focus on marketing practices and activities of art-cultural business for growth and development of this business is of paramount importance. Because the current (entrepreneurial) marketing model do not explain the marketing activities of such a business. This paper aims to provide a systematic and conceptual model of entrepreneurial marketing activities in the artistic and cultural businesses based a Grounded Theory strategy. The research process was conducted in two phases, at the first stage, used the theoretical sampling method to carry out in-depth interviews with 20 art entrepreneurs, and at the second phase, through a focus group meeting (attended by 10 experts and professionals in the fields of entrepreneurship, marketing and economics, culture and art) the findings from the first phase were explored, extracted and validated. The results showed that cultural entrepreneurial orientation was known as core element of GT model. The other element of this model included: entrepreneurial attitudes and mindset as a casual factor; entrepreneurial marketing strategies and tactics as a strategies. Networking, entrepreneurial culture, structure, enteral marketing and human capital as context elements. Moreover, social factors, government, religion, media, environment, and university was known as the intervening factors; and finally cultural and economic value creation has been known as an outcome of model.
Keywords: Entrepreneurial marketing, Creative industries, Cultural- art based business, Grounded theory.


Main Subjects

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