... and globalization. The third chapter by Maria Aggestam discusses art‐entrepreneurship in the Scandinavian music industry. This chapter is useful in linking the study of creative industries to entrepreneurship. Aggestam focuses on the role of corporate venturing in the arts and includes a section on the music...

...Alain d'Astous; François Colbert; Marilyne Fournier Purpose The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the context of the arts. Design/methodology/approach...

... these organizations implement direct marketing, and subsequent effects on performance outcomes associated with such marketing activities. This research investigates the case of non‐profit arts organizations. The results show that organizational formalization, external integration, total marketing effort...

..., a sweatshirt with logo, etc.; the Harley Davidson owner that does not belong to the Harley Owners Group but who does buy and wear Harley shirts and jackets). © MCB UP Limited 1997 Arts Case studies Non‐profit organizations Relationship marketing Market segmentation Theatres...