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date: 21 September 2021

Abstract and Keywords

Firms in creative industries produce material objects of culture, and are thus closely related to cultural norms. Therefore, this article posits, pioneering entrepreneurship in creative industries has a broad impact on culture; the creation of a market for the innovative product introduced by pioneering entrepreneurs requires and leads to cultural change, i.e., a change in society’s conceptions of appropriateness and value. This article uses examples of pioneering entrepreneurs in creating a market for modern Indian art and establishing a high-end fashion industry in India to argue that the entrepreneurial and organizational actions underlying these developments had a broader collective and cultural impact. The emergence and institutionalization of these markets entailed a redefinition of cultural norms such that the previously-valued traditional was de-emphasized and instead value was placed on the individual and original. Thus, these pioneering entrepreneurs ushered in modernity among Indian consumers, which was manifest in their willingness to consume novel products that were expressions of individual identity and taste rather than bound to tradition and its attendant conceptions of value and propriety.

Keywords: Creative industries, fashion, art, India, entrepreneurship, cultural innovation, modernity

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