Collaborative Value Creation: How Arts and Business Organisations Create Value for Society

Collaborative Value Creation: How Arts and Business Organisations Create Value for Society By Helena Knight A Thesis Submitted in Fulfilment of the Requirements for the Degree of Doctor of Philosophy of Cardiff University Marketing and Strategy Section of Cardiff Business School, Cardiff University September 2015 TABLE OF CONTENTS ABSTRACT ........................................................................................................................ 1 ACKNOWLEDGMENTS ....................................................................................................... 2 CHAPTER 1: THE VALUE DILEMMA OF ARTS-BUSINESS COLLABORATION ........................... 3 1.1 INTRODUCTION ................................................................................................................................................. 4 1.2 THE VALUE DILEMMA OF ARTS AND BUSINESS COLLABORATION ................................................................................... 5 1.3 STUDY RATIONALE AND THE RESEARCH PROBLEM ..................................................................................................... 8 1.4 DEFINING KEY TERMS........................................................................................................................................ 14 1.4.1 Arts ...................................................................................................................................................... 15 1.4.2 Business ............................................................................................................................................... 19 1.4.3 Arts and business interactions terminology ........................................................................................ 23 1.5 MAP OF THE THESIS ......................................................................................................................................... 26 CHAPTER 2: NPO-BUSINESS COLLABORATION ................................................................. 29 2.1 INTRODUCTION ............................................................................................................................................... 29 2.2 COLLABORATIVE CONVERGENCE.......................................................................................................................... 30 2.2.1 Collaborative convergence in the nonprofit sector ............................................................................. 31 2.2.2 Integrating social orientation into business value proposition: CSR motive ....................................... 33 2.2.3 Corporate Community Involvement (CCI) ............................................................................................ 40 2.3 COLLABORATION STRUCTURES ............................................................................................................................ 40 2.3.1 Corporate philanthropy ....................................................................................................................... 41 2.3.2 The NPO-business collaboration continuum ....................................................................................... 42 2.3.3 NPO-business relationship types ......................................................................................................... 45 2.3.4 NPO-business collaboration gap: Hybrid transactional relationships ................................................. 50 2.4 SUMMARY ..................................................................................................................................................... 53 CHAPTER 3: SOCIETAL VALUE CREATION IN TRANSACTIONAL COLLABORATION .............. 54 3.1 INTRODUCTION ............................................................................................................................................... 54 3.2 COLLABORATION AND VALUE CREATION ............................................................................................................... 55 3.2.1 Collaborative value creation framework (CVC) ................................................................................... 57 3.2.2 Collaboration hybrids and value creation ........................................................................................... 61 3.3 TRANSACTIONAL COLLABORATION AND SOCIETAL VALUE CREATION ............................................................................ 62 3.3.1 Societal value orientation continuum in transactional relationships .................................................. 65 3.3.2 Hybrid transactional relationships and societal value creation .......................................................... 66 3.3.3 Integrating individual-centric perspective .......................................................................................... 69 3.4 LEVELS OF VALUE CREATION ............................................................................................................................... 73 3.4.1 Micro level benefits ............................................................................................................................. 73 3.4.2 Meso level benefits ............................................................................................................................. 78 3.4.3 Macro level benefits ............................................................................................................................ 81 3.5 TRANSACTIONAL COLLABORATION AND SOCIETAL BETTERMENT: KNOWLEDGE GAPS ...................................................... 83 3.5.1 Societal betterment and transactional hybrids: A processual outcomes perspective ......................... 83 3.5.2 Societal betterment and transactional hybrids: A portfolio perspective............................................. 85 3.5.3 Societal betterment and transactional hybrids: A contextual setting perspective ............................. 87 3.6 SUMMARY ..................................................................................................................................................... 89 CHAPTER 4: THE ARTS CONTEXT...................................................................................... 91 4.1 INTRODUCTION ............................................................................................................................................... 91 4.2 THE UK ARTS SECTOR ....................................................................................................................................... 92 4.2.1 UK arts funding landscape .................................................................................................................. 93 4.2.2 Diversifying funding: arts and business collaboration ........................................................................ 94 4.3 TRENDS IN ARTS AND BUSINESS COLLABORATION .................................................................................................... 95 4.3.1 The commercial turn in transactional collaboration ........................................................................... 96 4.3.2 Societal orientation in transactional collaboration ............................................................................. 97 4.4 SOCIETAL VALUE CREATION IN TRANSACTIONAL ARTS AND BUSINESS COLLABORATION .................................................. 101 4.4.1 Value drivers and benefits: The business view .................................................................................. 102 4.4.2 Towards a dyadic understanding of value drivers and benefits ........................................................ 103 4.4.3 Societal value creation: The arts perspective .................................................................................... 105 4.4.4 Interdisciplinary view ........................................................................................................................ 111 4.5 CONCEPTUAL STANCE SUMMARY ...................................................................................................................... 112 4.5.1 Study Aim .......................................................................................................................................... 114 4.6 SUMMARY ................................................................................................................................................... 115 CHAPTER 5: RESEARCH DESIGN ..................................................................................... 117 5.1 INTRODUCTION ............................................................................................................................................. 117 5.2 THE PHILOSOPHICAL STANCE ............................................................................................................................ 117 5.2.1 In search of paradigm ....................................................................................................................... 118 5.2.2 Ontology and human nature – the essence of being and the model of a human being ................... 121 5.2.3 Epistemology – the grounds of knowledge ....................................................................................... 122 5.2.4 Research design implications of the philosophical assumption ........................................................ 124 5.3. STATUS OF THE FIELD ..................................................................................................................................... 124 5.4 METHODOLOGY

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