Strengths and challenges of Aboriginal art centre marketing
Date
2020
Authors
Akbar, S.
Sharp, A.
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Journal article
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AUSTRALIAN ABORIGINAL STUDIES, 2020; (1):66-83
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Abstract
Aboriginal artists in Australia, and consequently art centres, sustain successful enterprises enabled by factors such as Aboriginal ownership, Aboriginal employment and acceptance of cultural mores by art centre managers. This paper contributes a foundational body of knowledge about marketing activities in two successful Aboriginal art centres in Australia that are run, owned and managed by Aboriginal people or have an Aboriginal business focus. It examines the complexities of marketing Aboriginal art in Australia. Interviews with respondents from the two Aboriginal-owned and operated art centres identify the advantages and challenges faced when marketing their product. Using an Indigenist research approach, the paper examines the additional challenges of operating in a postcolonial culture and in remote areas far removed from markets. It describes how these challenges affect the art centres' abilities to undertake marketing activities that build availability for their products - both in the consumer's mind (mental availability) and in terms of distribution in time and space (physical availability). The findings are descriptive and identify the marketing challenges faced by the two art centres and the innovative strategies they have used to address these challenges and gaps in their knowledge and ability. The paper contributes to the body of research that aims to ensure that diversity in business research is inclusive of Aboriginal businesses, while identifying their unique aspects.
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Copyright 2020 Australian Institute of Aboriginal and Torres Strait Islander Studies