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Entrepreneurship, Marketing and Leadership in Non‐Profit Performing Arts Organisations

Ruth Rentschler (Deakin University)
Gus Geursen (University of South Australia)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 1 July 2004



This paper argues that the entrepreneurial leader in non‐profit Performing Arts Organisations (PAOs) has received too little attention in literature pertaining to these organisations. This criticism also applies to museums. The paper explores how leaders in non‐profit performing arts organisations balance the interests of the various funding sources and market opportunities to service their revenue requirements. It reviews a tension in non‐profit performing arts organisations: the relationship between limited funding and the subsequent need to act entrepreneurially and innovatively among the various funding sources. Using longitudinal analysis of annual reports, the paper uncovers interplay essential to entrepreneurship. Hence, strategies and tensions are highlighed that non‐profit leaders have used. Comparisons are made with non‐profit art museums which previous research has shown have the same funding tensions.



Rentschler, R. and Geursen, G. (2004), "Entrepreneurship, Marketing and Leadership in Non‐Profit Performing Arts Organisations", Journal of Research in Marketing and Entrepreneurship, Vol. 6 No. 1, pp. 44-51.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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