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Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

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JOURNAL OF MANAGEMENT POLICY AND PRACTICE

The Aesthetic Product as Entrepreneurial Driver: An Arts

Perspective on Entrepreneurial Innovation

Author(s): Jeffrey Nytch

Citation: Jeffrey Nytch, (2012) "The Aesthetic Product as Entrepreneurial Driver: An Arts

Perspective on Entrepreneurial Innovation," Journal of Management Policy and Practice, Vol. 13, Iss. 5, pp. 11 - 18

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This article presents a case study of the Pittsburgh New Music Ensemble (“PNME”), an arts

organization transformed by reinventing its artistic product based on new methods of audience

engagement. The PNME approach reveals valuable insights for artists, entrepreneurs, and scholars.

These range from suggesting a methodology for artists and arts organizations to revitalize their art and

reinvigorate their audience, to revealing new avenues for research on the nature of creativity within

entrepreneurship. By viewing artistic innovation as a seminal act of entrepreneurship, scholars may

contemplate how the arts can be more powerfully applied to mainstream entrepreneurship pedagogy and

theory.