Assessing the notion of art as a product: entrepreneurial marketing insights from the visual arts

Purpose The purpose of this paper is to assess the notion art as a product. This develops detailed understanding how established visual artists engage with in their making and market interactions, drawing insight from longitudinal debate on essence art, including its connection entrepreneurial marketing. Design/methodology/approach authors uses conceptual framework involving artists’ other stakeholders’ philosophical positions, career stages, reputation (including branding), associations forms value generated by consumers help shape qualitative research design in-depth interviews 16 Australian artists. NVivo software aided data analysis improve theory building. Findings Market orientation, creation, co-creation, co-production activities sharing among interested stakeholders are important factors viewing commercial Sustainable creation also crucial. Key emergent themes were motivation create, engagement attitudes towards identifies fluidity relationship between an artist art. Research limitations/implications Co-creation, orientation versus activities. Practical implications Established have made conscious decision engage, or otherwise marketplace. uncovers merits adopting product approach engaging centred which avoids marketplace interaction. Originality/value has potential contribute policy decision-making sector stimulating future comparative research. There wider for cultural creative industries where can stimulate creativity innovation.