International Business and Entrepreneurship Faculty Publications and Presentations

Artrepreneurship and transmodernity

Document Type

Article

Publication Date

7-2021

Abstract

Transmodernity, fueled by factors such as a heightened sense of ethnic pride among ethnic minority consumers, represents a significant marketing opportunity. We advance new perspectives on culture and the interconnected consumer through analyzing visual metaphors of artrepreneurs (artistic entrepreneurs) who communicate transmodern perspectives. Transmodern artrepreneurship is introduced as a marketing medium that influences consumer experiences in global markets and as a global dialogue of marketing reform that advances multicultural collaborations, combining humanity with business. We employ an ethnographic research method with focus on the Zaltman Metaphors Elicitation Technique (ZMET). In our interviews with Chicano artrepreneurs, three themes emerged: 1) Connection (finding true self); 2) Journey (intimate quest); and 3) Transformation (change of meaning system). Our study contributes to the research by considering transmodern perspectives communicated through visual metaphors to advance transcultural communications, social well-being and public policy regarding new consumption patterns across cultures and to enhance the overall consumer experience.

Comments

© 2021 Elsevier Inc. All rights reserved.

Publication Title

Journal of Business Research

DOI

10.1016/j.jbusres.2021.01.054

Link to Full Text

Share

COinS