Cultural entrepreneurship : making audiences attend, understand, and value / eingereicht von Mag. Thomas Gegenhuber

• VerfasserIn: Gegenhuber, Thomas
• Place / Publishing House: Linz, 2017
• Year of Publication: 2017
• Language: English
• Classification: 85.06 - Unternehmensführung; 85.05 - Betriebssoziologie. Betriebspsychologie; 85.15 - Forschung und Entwicklung
• Physical Description: Getrennte Zählung; Illustrationen
• Notes: Kumulative Dissertation

eng: Based on my submitted manuscripts, I develop a dynamic cultural entrepreneurship framework in this cumulative dissertation. The framework shows how a new venture utilizes cultural entrepreneurship efforts such as storytelling to convince key audience categories (media, consumers, as well as funders and investors) that the venture deserves endorsement. An endorsement is a social evaluation predicated on three steps: an audience must pay attention to (i.e. attend to) a venture, understand who the venture is and what it does, and make some kind of value judgment about the venture. I demonstrate that, as a new venture evolves (i.e. through launch, growth, and maturity phases), it ought to address specific subtypes of an audience category relevant to the venture’s current development stage (e.g. crowdfunders investing in the launch phase, angel investors in the growth phase). I theorize that there are interactive effects among audiences that a venture needs to take into account. Consider that a media endorsement (e.g. positive product review) may positively affect the judgments of consumers and investors. As a new venture evolves, it can draw on endorsements from previous phases of its cultural entrepreneurship efforts. Three field level factors further influence these efforts: norms and rules of an industry (e.g. industry expectations), industry structure (e.g. emerging or contested fields), and industry competition (i.e. the number of competitors in the same or related category). Based on my framework, I discuss three key aspects of cultural entrepreneurship research, multiple audiences, openness and legitimation as a joint activity, and attention.