Revisiting Entrepreneurial Marketing Through an Extraordinary Artist Case: ‘Castle Window Metaphor’ in the Context of Innovation and Legitimacy


Although creativity, entrepreneurship, innovation/value creation is shining up in business field and art is directly related with these terms. There is a gap between Art and Business. The paper emphasize that Art has a potential to provide some insights to Business especially to EM (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. Regarding the inspiration of the theme: ‘improvisation, effectuation and creation theory’, 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 EM both matches with the theme of GRSME-2015 and the creativity & experienced oriented alternative nature of EM. As a continuous act in the fruitful delta of art-entrepreneurship-marketing, paper aims to contribute to the comprehensive and holistic understanding of EM and ‘survival’ through an art oriented approach.