Purpose

The purpose of this paper is to assess the notion of art as a product. This paper develops a detailed understanding of how established visual artists engage with the notion in their art making and market interactions, drawing insight from the longitudinal debate on the essence of art, including its connection with entrepreneurial marketing.

Design/methodology/approach

The authors uses a conceptual framework involving artists’ and other stakeholders’ philosophical positions, artists’ career stages, reputation (including branding), market associations and the forms of value generated by artists and consumers to help shape their qualitative research design involving in-depth interviews with 16 established Australian artists. NVivo software aided data analysis to improve theory building.

Findings

Market orientation, entrepreneurial market creation, co-creation, co-production activities and sharing value among interested stakeholders are important factors in viewing art as a commercial product. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product. This paper identifies a fluidity in the relationship between an artist and their art.

Research limitations/implications

Co-creation, co-production and sharing value among interested stakeholders are important factors as are market orientation versus entrepreneurial market creation activities. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product.

Practical implications

Established artists have made a conscious decision to engage, or otherwise with the marketplace. This research uncovers the merits of adopting a product approach in engaging with the market and artist centred creation which avoids marketplace interaction.

Originality/value

This research has the potential to contribute to policy decision-making in the sector and in stimulating future comparative research. There are wider implications for the cultural and creative industries where entrepreneurial market creation can stimulate creativity and innovation.

中文翻译：

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评估艺术作为产品的概念：来自视觉艺术的创业营销见解

目的

本文的目的是评估艺术作为产品的概念。本文详细了解了成熟的视觉艺术家如何在艺术创作和市场互动中融入这一概念，并从关于艺术本质的纵向辩论中汲取见解，包括其与创业营销的联系。

设计/方法论/途径

作者使用了一个概念框架，涉及艺术家和其他利益相关者的哲学立场、艺术家的职业阶段、声誉（包括品牌）、市场关联以及艺术家和消费者产生的价值形式，以帮助塑造他们涉及深入的定性研究设计。采访了 16 位澳大利亚知名艺术家。NVivo 软件辅助数据分析以改进理论构建。

发现

市场导向、创业市场创造、共同创造、共同生产活动以及利益相关者之间的价值共享是将艺术视为商业产品的重要因素。可持续的价值创造也至关重要。关键的新兴主题是创作动机、市场参与以及艺术家对艺术作为产品的态度。本文指出了艺术家与其艺术之间关系的流动性。

研究局限性/影响

感兴趣的利益相关者之间的共同创造、共同生产和共享价值是重要因素，市场导向与创业市场创造活动也是如此。可持续的价值创造也至关重要。关键的新兴主题是创作动机、市场参与以及艺术家对艺术作为产品的态度。

实际影响

知名艺术家已做出有意识的决定，参与市场或以其他方式参与市场。这项研究揭示了采用产品方法参与市场和以艺术家为中心的创作的优点，从而避免了市场互动。

原创性/价值

这项研究有可能为该部门的政策决策做出贡献，并刺激未来的比较研究。对文化创意产业具有更广泛的影响，创业市场的创造可以激发创造力和创新。