Scholars interested in understanding economic development and growth have recently turned their attention to cultural sectors as viable contexts for new business formation and development. The purpose of this paper is to contribute to this emerging field of research through an empirical and conceptual exploration of the evolving process of resource combination within cultural entrepreneurial ventures. To this end, the paper based on the IMP framework, discusses a single longitudinal case study of Rockin'1000 new venture in the field of live events for music. Passion emerges as a key marketing resource in the development of the new venture.
Cultural New Ventures: Passion as a key marketing resource.
Roberta Bocconcelli
;Alessandro Pagano;Francesco Petrucci
2018
Abstract
Scholars interested in understanding economic development and growth have recently turned their attention to cultural sectors as viable contexts for new business formation and development. The purpose of this paper is to contribute to this emerging field of research through an empirical and conceptual exploration of the evolving process of resource combination within cultural entrepreneurial ventures. To this end, the paper based on the IMP framework, discusses a single longitudinal case study of Rockin'1000 new venture in the field of live events for music. Passion emerges as a key marketing resource in the development of the new venture.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
