Cultural and Technological Entrepreneurship Integration for Service Marketing Enhancement

Abstract

The fusion of cultural and technological entrepreneurship represents a novel strategic avenue for enhancing service marketing performance in the contemporary experience economy. This conceptual paper discusses how integrating cultural entrepreneurship, the leveraging of cultural heritage, authenticity, and storytelling​, with technological entrepreneurship, the adept adoption of digital innovations​, can drive superior service marketing outcomes in artisan organizations. The proposed framework contributes to service research by bridging cultural and technological entrepreneurship perspectives and highlighting the importance of context in their efficacy. The paper offers insights for service marketers and entrepreneurs, particularly in cultural industries, on balancing tradition and innovation.