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Art Based Strategy in Business Through an Extraordinary Artist Case: ‘Castle Window Metaphor’ in The Context of Innovation and Legitimacy

Year 2016, Volume: 5 Issue: 2, 53 - 74, 01.12.2016

Özge Gökbulut Özdemir

Abstract

The aim of the paper is to contribute to the comprehensive and holistic understanding of Art & Business researches in the delta of art-entrepreneurship-marketing. In the competition context, survival of business in the market is essential. The paper focuses on an extraordinary artist in order to understand the survival experience of the artist in ‘the dilemma between innovation and legitimacy’. The paper emphasize that Art has a potential to provide some insights to Business theory especially to Entrepreneurial Marketing with the alternative nature parallel to Art . The aim of this paper is to contribute and enlarge the link between EM & Art and to courage art-based view in business. Practical inquiry directed to the case study research on an extraordinary artist as an EMarketer in order to meet with this aim and explain the “how?” question of the survival experience in ‘the dilemma between innovation and legitimacy’ in art industry. It is believed that, art oriented approach to Business and lessons from an extraordinary artist matches with “Arts as Sources of Value Creation for Business” concept and has potential to get insights from art to business theory and practice in terms of business issues such as: competition and survival, innovation and legitimacy.

Keywords

Art in Business Survival Innovation Entrepreneurial Marketing Legitimacy Metaphor

References

  • Adler, N. (2006), “The arts and leadership: now that we can do anything, what will we do?”, Academy of Management Learning &Education, 5(4), 486-99.
  • Armstrong, P., & Tomes, A. (1996), “Art and accountability: the languages of design and managerial control” Accounting, Auditing & Accountability Journal, 9(5), 114-125.
  • Baron, R. A. (1998), “Cognitive mechanisms in entrepreneurship: Why and when entrepreneurs think differently than other people” Journal of Business venturing, 13(4), 275-294.
  • Carpenter, G. S., Glazer, R., & Nakamoto, K. (2000), “Market-Driving Strategies: Toward a New Theory of Competitive Advantage” Kellogg on Marketing, Wiley, New York, NY, 103-129.
  • Collinson, E. and Shaw, E. (2001). “Entrepreneurial Marketing – A Historical Perspective on Development and Practice” Management Decision, 39(9), 761 -766.
  • Covin, J. G. and Slevin, D. P. (1989), “Strategic Management of Small Firms in Hostile and Benign Environments”, Strategic Management Journal, 10(1), 75.
  • Darsø, L. (2013), “Artful Creation. Learning-Tales of Arts-In-Business”, International Journal of Professional Management Special Edition – Arts in Management Volume 8, Issue 5.
  • Daymon, C. and Holloway, I. (2010), Qualitative Research Method in Public Relations and Marketing communications. Routledge.
  • Errington, S. (1998), The death of authentic primitive art and other tales of progress. Univ of California Press.
  • Fillis, I., & Rentschler, R. (2005), “Using creativity to achieve an entrepreneurial future for arts marketing”, International journal of nonprofit and voluntary sector marketing, 10(4), 275-287.
  • Fillis, I. (2004), “The entrepreneurial artist as marketer: Drawing from the smaller-firm literature”, International Journal of Arts Management, 9-21.
  • Fillis, I. (2002), “Creative marketing and the art organisation: what can the artist offer?”, International Journal of Nonprofit and Voluntary Sector Marketing, 7(2), 131- 145.
  • Fillis, I. (2000), “Being creative at the marketing/entrepreneurship interface: lessons from the art industry”, Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 2, 125-137.
  • Gençaydın, Z. (1997), “About Nur Gökbulut”, Biographical notes, Karaca Art Gallery, Ankara.
  • Giderer, H. E. (2002), “Plastic arts in Ankara”, Literature and Criticsim, V.61, April-May, Ankara: 102-106.
  • Gökbulut Özdemir, Ö. (2014), “Tracking Down the ‘Universal’ in the Delta of Art, Entrepreneurship and Global Marketing: The Case of tamsanat.net”, Quo Vadis Social Sciences: Artvin Coruh University International Congress on Social Sciences, Artvin, TURKEY, 15-17 October.
  • Gökbulut Özdemir, Ö., Koçak, A. (2013), “Regional Development and Entrepreneurial Marketing Interface: An Exploratory Research on Sustainable Competitive Advantage in the Creative Industries”, International Conference: Entrepreneurship and Innovation as Key Drivers of Regional Development, Ventspils, LATVIA, 15- 16 July.
  • Gökbulut Özdemir, Ö. (2013), “Entrepreneurial Marketing and Social Value Creation in Turkish Art Industry: An Ambidextrous Perspective”, JRME: Journal of Research in Marketing and Entrepreneurship Emerald Publishing, Volume 15, Issue 1, (Page:39-60)
  • Gökbulut Özdemir, Ö. (2011), “Cognitive and Institutional Environmental Factors in The Opportunity Exploration and Opportunity Exploitation Processes and The Effects on The Value of Innovation”, Ankara University Press, Social Science Institute PhD thesis, Marketing Department, Ankara.
  • Gökbulut Özdemir, Ö. (2010), “Many Struggle with The Red Queen Few Float on The Blue Ocean”, “Internatıonal Conference on Innovation and Entrepreneurship, İzmir Economy University.
  • Gökbulut, Ö. (2007), “Creativity in Marketing and The Contributions of Artistic Creativity in Marketing” Ankara University Press, Social Science Institute MBA thesis, Marketing Department, Ankara.
  • Gültekin, G. (2002), “Endless run outings”, Biographical Notes, Karaca Art Gallery, Ankara.
  • Günyaz, A. (2003), “Eleştirel bakış: iki aydan iki aya /Critical View: From two month to two Month”, rh+sanat: Plastik Sanatlar Dergisi, V:5 May-August, İstanbul.
  • Harris, C. (1999), Art and Innovation, The Xerox PARC Artist-in-Residence Program. Boston, MA: MIT Press.
  • Hills, G., Hultman, C. and Miles, M. (2008), “The Evolution and Development of Entrepreneurial Marketing”, Journal of Small Business Management, Vol. 46, No. 10, pp.99–113.
  • Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market-driven versus driving markets. Journal of the academy of marketing science, 28(1), 45-54.
  • Johnson, J. J., R. Lee, and B. Grohmann (2003). “Market-Focused Strategic Flexibility: Conceptual Advances and Integrative Model,” Academy of Marketing Science 31(1), 74–89.
  • Jones, R., & Rowley, J. (2009), “Presentation of a generic “EMICO” framework for research exploration of entrepreneurial marketing in SMEs”, Journal of Research in Marketing and Entrepreneurship, 11(1), 5-21.
  • Kim, C. and Mauborgne, R. (2005), “Value Innovation: A Leap into the Blue Ocean,” Journal of Business Strategy, 26(4), 22-28.
  • Kumar, N., L. Scheer, and P. Kotler (2002). “From Market Driven to Market Driving,” European Management Journal 18(2), 129–142.
  • Leder, H., Gerger, G., Dressler, S. G., & Schabmann, A. (2012), “How art is appreciated”, Psychology of Aesthetics, Creativity, and the Arts, 6(1), 2. May, R. (1994), The courage to create, WW Norton & Company.
  • Meisiek, S. & Barry, D. (2014), “Theorizing the Field of Arts and Management”, Scandinavian Journal of Management, 30 (1), 83-85.
  • Mitchell, R.K., Busenitz, L., Lant, T., McDougall, P.P., Morse, E. and Smith, J.B. (2002), “Toward a theory of entrepreneurial cognition: rethinking the people side of entrepreneurship research”, Entrepreneurship Theory and Practice, Vol. 27 No. 2, pp. 93-104.
  • Morris, M., Schindehutte, M. and LaForge, R. (2002), “Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives”, Journal of Marketing Theory and Practice, 10(4), 1-19.
  • Nissley, N. (2010), ”Arts-based learning at work: economic downturns, innovation upturns, and the eminent practicality of arts in business”, Journal of Business Strategy, 31 (4), 8-20.
  • Özsezgin, Kaya (1997), “New generations, new drifts”, Milliyet Sanat Journal, V: 405: 45-47.
  • Rentschler, R. and Geursen, G. (2004), “Entrepreneurship, marketing and leadership in non-profit performing arts organizations”, Journal of Research in Marketing and Entrepreneurship, Vol. 6 No. 1, pp. 44-51.
  • Schiuma, G. (2011), The Value of Arts for Business. Cambridge: Cambridge University Press.
  • Schindehutte, M. and Morris M. (2010), “Entrepreneurial Marketing Strategy: Lessons from the Red Queen,” Int. J. Entrepreneurship and Innovation Management, 11(1), 75-94.
  • Schindehutte, M., Morris, M. and Kocak, A. (2008), “Understanding MarketDriving Behavior: The Role of Entrepreneurship,” Journal of Small Business Management, 46(1), 4-26.
  • Tooby, J., & Cosmides, L. (2001), “Does beauty build adapted minds? Toward an evolutionary theory of aesthetics, fiction, and the arts.”, SubStance, 30(1), 6-27.
  • Turman, A.D. (2005), “Value creation through intellectual property and innovation: the case of the Turkish manufacturing industry”, Phd dissertation, Bogazici University, Istanbul.
  • Yin, R. (2003), Case Study Research: Design and Methods, Sage Publications.

Art Based Strategy in Business Through an Extraordinary Artist Case: ‘Castle Window Metaphor’ in The Context of Innovation and Legitimacy

Year 2016, Volume: 5 Issue: 2, 53 - 74, 01.12.2016

Özge Gökbulut Özdemir

Abstract

References

  • Adler, N. (2006), “The arts and leadership: now that we can do anything, what will we do?”, Academy of Management Learning &Education, 5(4), 486-99.
  • Armstrong, P., & Tomes, A. (1996), “Art and accountability: the languages of design and managerial control” Accounting, Auditing & Accountability Journal, 9(5), 114-125.
  • Baron, R. A. (1998), “Cognitive mechanisms in entrepreneurship: Why and when entrepreneurs think differently than other people” Journal of Business venturing, 13(4), 275-294.
  • Carpenter, G. S., Glazer, R., & Nakamoto, K. (2000), “Market-Driving Strategies: Toward a New Theory of Competitive Advantage” Kellogg on Marketing, Wiley, New York, NY, 103-129.
  • Collinson, E. and Shaw, E. (2001). “Entrepreneurial Marketing – A Historical Perspective on Development and Practice” Management Decision, 39(9), 761 -766.
  • Covin, J. G. and Slevin, D. P. (1989), “Strategic Management of Small Firms in Hostile and Benign Environments”, Strategic Management Journal, 10(1), 75.
  • Darsø, L. (2013), “Artful Creation. Learning-Tales of Arts-In-Business”, International Journal of Professional Management Special Edition – Arts in Management Volume 8, Issue 5.
  • Daymon, C. and Holloway, I. (2010), Qualitative Research Method in Public Relations and Marketing communications. Routledge.
  • Errington, S. (1998), The death of authentic primitive art and other tales of progress. Univ of California Press.
  • Fillis, I., & Rentschler, R. (2005), “Using creativity to achieve an entrepreneurial future for arts marketing”, International journal of nonprofit and voluntary sector marketing, 10(4), 275-287.
  • Fillis, I. (2004), “The entrepreneurial artist as marketer: Drawing from the smaller-firm literature”, International Journal of Arts Management, 9-21.
  • Fillis, I. (2002), “Creative marketing and the art organisation: what can the artist offer?”, International Journal of Nonprofit and Voluntary Sector Marketing, 7(2), 131- 145.
  • Fillis, I. (2000), “Being creative at the marketing/entrepreneurship interface: lessons from the art industry”, Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 2, 125-137.
  • Gençaydın, Z. (1997), “About Nur Gökbulut”, Biographical notes, Karaca Art Gallery, Ankara.
  • Giderer, H. E. (2002), “Plastic arts in Ankara”, Literature and Criticsim, V.61, April-May, Ankara: 102-106.
  • Gökbulut Özdemir, Ö. (2014), “Tracking Down the ‘Universal’ in the Delta of Art, Entrepreneurship and Global Marketing: The Case of tamsanat.net”, Quo Vadis Social Sciences: Artvin Coruh University International Congress on Social Sciences, Artvin, TURKEY, 15-17 October.
  • Gökbulut Özdemir, Ö., Koçak, A. (2013), “Regional Development and Entrepreneurial Marketing Interface: An Exploratory Research on Sustainable Competitive Advantage in the Creative Industries”, International Conference: Entrepreneurship and Innovation as Key Drivers of Regional Development, Ventspils, LATVIA, 15- 16 July.
  • Gökbulut Özdemir, Ö. (2013), “Entrepreneurial Marketing and Social Value Creation in Turkish Art Industry: An Ambidextrous Perspective”, JRME: Journal of Research in Marketing and Entrepreneurship Emerald Publishing, Volume 15, Issue 1, (Page:39-60)
  • Gökbulut Özdemir, Ö. (2011), “Cognitive and Institutional Environmental Factors in The Opportunity Exploration and Opportunity Exploitation Processes and The Effects on The Value of Innovation”, Ankara University Press, Social Science Institute PhD thesis, Marketing Department, Ankara.
  • Gökbulut Özdemir, Ö. (2010), “Many Struggle with The Red Queen Few Float on The Blue Ocean”, “Internatıonal Conference on Innovation and Entrepreneurship, İzmir Economy University.
  • Gökbulut, Ö. (2007), “Creativity in Marketing and The Contributions of Artistic Creativity in Marketing” Ankara University Press, Social Science Institute MBA thesis, Marketing Department, Ankara.
  • Gültekin, G. (2002), “Endless run outings”, Biographical Notes, Karaca Art Gallery, Ankara.
  • Günyaz, A. (2003), “Eleştirel bakış: iki aydan iki aya /Critical View: From two month to two Month”, rh+sanat: Plastik Sanatlar Dergisi, V:5 May-August, İstanbul.
  • Harris, C. (1999), Art and Innovation, The Xerox PARC Artist-in-Residence Program. Boston, MA: MIT Press.
  • Hills, G., Hultman, C. and Miles, M. (2008), “The Evolution and Development of Entrepreneurial Marketing”, Journal of Small Business Management, Vol. 46, No. 10, pp.99–113.
  • Jaworski, B., Kohli, A. K., & Sahay, A. (2000). Market-driven versus driving markets. Journal of the academy of marketing science, 28(1), 45-54.
  • Johnson, J. J., R. Lee, and B. Grohmann (2003). “Market-Focused Strategic Flexibility: Conceptual Advances and Integrative Model,” Academy of Marketing Science 31(1), 74–89.
  • Jones, R., & Rowley, J. (2009), “Presentation of a generic “EMICO” framework for research exploration of entrepreneurial marketing in SMEs”, Journal of Research in Marketing and Entrepreneurship, 11(1), 5-21.
  • Kim, C. and Mauborgne, R. (2005), “Value Innovation: A Leap into the Blue Ocean,” Journal of Business Strategy, 26(4), 22-28.
  • Kumar, N., L. Scheer, and P. Kotler (2002). “From Market Driven to Market Driving,” European Management Journal 18(2), 129–142.
  • Leder, H., Gerger, G., Dressler, S. G., & Schabmann, A. (2012), “How art is appreciated”, Psychology of Aesthetics, Creativity, and the Arts, 6(1), 2. May, R. (1994), The courage to create, WW Norton & Company.
  • Meisiek, S. & Barry, D. (2014), “Theorizing the Field of Arts and Management”, Scandinavian Journal of Management, 30 (1), 83-85.
  • Mitchell, R.K., Busenitz, L., Lant, T., McDougall, P.P., Morse, E. and Smith, J.B. (2002), “Toward a theory of entrepreneurial cognition: rethinking the people side of entrepreneurship research”, Entrepreneurship Theory and Practice, Vol. 27 No. 2, pp. 93-104.
  • Morris, M., Schindehutte, M. and LaForge, R. (2002), “Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives”, Journal of Marketing Theory and Practice, 10(4), 1-19.
  • Nissley, N. (2010), ”Arts-based learning at work: economic downturns, innovation upturns, and the eminent practicality of arts in business”, Journal of Business Strategy, 31 (4), 8-20.
  • Özsezgin, Kaya (1997), “New generations, new drifts”, Milliyet Sanat Journal, V: 405: 45-47.
  • Rentschler, R. and Geursen, G. (2004), “Entrepreneurship, marketing and leadership in non-profit performing arts organizations”, Journal of Research in Marketing and Entrepreneurship, Vol. 6 No. 1, pp. 44-51.
  • Schiuma, G. (2011), The Value of Arts for Business. Cambridge: Cambridge University Press.
  • Schindehutte, M. and Morris M. (2010), “Entrepreneurial Marketing Strategy: Lessons from the Red Queen,” Int. J. Entrepreneurship and Innovation Management, 11(1), 75-94.
  • Schindehutte, M., Morris, M. and Kocak, A. (2008), “Understanding MarketDriving Behavior: The Role of Entrepreneurship,” Journal of Small Business Management, 46(1), 4-26.
  • Tooby, J., & Cosmides, L. (2001), “Does beauty build adapted minds? Toward an evolutionary theory of aesthetics, fiction, and the arts.”, SubStance, 30(1), 6-27.
  • Turman, A.D. (2005), “Value creation through intellectual property and innovation: the case of the Turkish manufacturing industry”, Phd dissertation, Bogazici University, Istanbul.
  • Yin, R. (2003), Case Study Research: Design and Methods, Sage Publications.
There are 43 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Özge Gökbulut Özdemir This is me

Publication Date December 1, 2016
Published in Issue Year 2016 Volume: 5 Issue: 2

Cite

APA Gökbulut Özdemir, Ö. (2016). Art Based Strategy in Business Through an Extraordinary Artist Case: ‘Castle Window Metaphor’ in The Context of Innovation and Legitimacy. Journal of Entrepreneurship and Innovation Management, 5(2), 53-74.