Marketing A Cultural Enterprise: A Case among Woodcarvers in Paete, Laguna, Philippines

摘要

This study is about how cultural entrepreneurs (woodcarvers) engaged in communication to satisfy their needs for business operations. Specifically, (1) to describe the entrepreneurs’ engagement in communication in some steps in the business operation, namely: market research (identifying the need, developing the marketing mix and getting buyer feedback) and production. and 2) discuss how their communication engagements affected their business goals. The research applied the Uses and Gratifications theory by Katz, Blumler, and Gurevitch (1974) and the framework on making a cultural enterprise successful by Kamara (2004). Selfadministered questionnaires and interviews through purposive sampling of the cultural entrepreneurs were used to gather data. Communication engagement gratified both the business needs and enhancement of their entrepreneurial skills for their cultural enterprises. Thus, achieving their target goals for their business, namely: increased capital, efficiency, network building, process upgrade, and sustainability.