Handbook of Entrepreneurship and Marketing
Show Less

Handbook of Entrepreneurship and Marketing

Edited by Ian Fillis and Nick Telford

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 20: Entrepreneurship and marketing in the film industry

Finola Kerrigan, Emily Ngan Luong and Roger Shannon


This chapter offers an historical overview of the film industry as a prominent creative industry where creativity also plays a central role in the twin operations of marketing and entrepreneurship. In narrating the story of technological and entrepreneurial innovation in a business model approach to film production, the authors contend that the large, centralised Hollywood ‘studio’ systems is an important form but that origins stories in the industry with the addition of newer forms of production in the present day offer alternatives to the ‘marketing by numbers’ approach that the vertically integrated industry is commonly seen to be. Current examples are given from research into UK-based entrepreneurial filmmakers in Birmingham, UK, and examples are also drawn from the rise of Nigerian film. The potential for the small innovative ‘culturepreneur’ to find a way around obstacles is celebrated by reference to featured examples drawn from recent research.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.