Trust as a Market Driver

Abstract

How does the artist-enterprise create market value for his products? When posing this question, we concentrate on the constraints of economic viability without paying due attention to the accompanying process of artistic improvement. The artist-enterprise is bound by a production logic based on the assumption that the original value can be realized only if he can win the confidence of those who use his products. In order to build and spread this confidence, the artist-enterprise resorts to several stratagems like envisaging a common and shared value, transforming consumers into partners and even co-producers and hybridizing cultural references. In this context, the tools traditionally used to define traditional strategies for developing enterprises have to be put in perspective. Whether it is methods combining “strengths-weaknesses-threats-opportunities” or approaches based on product cycles, they are founded more often than not on the economic success of an exogenous and static logic, which is particularly alien to the logic inherent in artistic improvement peculiar to the artistic enterprise.