Being Creative at the Marketing/Entrepreneurship Interface: Lessons from the Art Industry

Citation

Fillis I (2000) Being Creative at the Marketing/Entrepreneurship Interface: Lessons from the Art Industry. Journal of Research in Marketing and Entrepreneurship, 2 (2), pp. 125-137. https://doi.org/10.1108/14715200080001543

Abstract
Creativity is not a new phenomenon. Neither is entrepreneurial marketing. This paper offers a discussion, based on both classical and contemporary evidence from the world of art, on how creative ability can give both the individual and the smaller firm a competitive advantage. Instead of adopting a replicative, quantitative methodology, as found in many smaller firm studies concerning marketing and entrepreneurship, this work embraces an alternative methodology by examining actual creative practice, as well as investigating the creative metaphor. It is believed that a range of useful outcomes will emerge from this, ranging from the promotion of awareness of the need for creativity in the smaller firm, given the inherent lack of many other resources, to the belief that those researching at the Interface will also benefit from adoption of alternative methodologies in order to generate new theory.

Keywords
Creativity; Entrepreneurial marketing; Art; Creative practice

Journal
Journal of Research in Marketing and Entrepreneurship: Volume 2, Issue 2