Markets and Networks

Abstract

Artistically creative artist-enterprises are obliged to seek the help of markets to find the resources necessary for their activity. Traditionally, they should be able to enter independently without having to build relationships that would lead to agreements unfavourable to consumers. The same could also be said about the latter because “an enterprise is a drop in the ocean of supply” just as “a buyer is a drop in the ocean of demand” and competition leads to the highest possible price for producers and the lowest possible price for consumers. However, this approach does not comply either with the nature of artistically creative enterprises or with the behaviour of buyers of culturalartistic goods. Enterprises do not function in pre-existing markets; they have to create new markets where they are not even sure of finding buyers. Buyers can influence each other’s tastes and the way they express their needs. Enterprises often cooperate with one another to boost their creativity, share costs, etc., when they are creating new products. Buyers set up associations and communities. Here too, traditional methods are making way for new ones as seen in the emergence of cultural districts and social communities.