Effectual Entrepreneurship in the Arts: The Story of Austin Classical Guitar


  • Jonathan Gangi Penn State University




Arts Entrepreneurship, Effectual Entrepreneurship, Austin Classical Guitar


This article tells the incredible story of Austin Classical Guitar, provides empirical evidence supporting the efficacy of Sarasvathy’s Effectual Entrepreneurship principles within an arts context, and contributes to theory development for the field of entrepreneurship and the subfield arts entrepreneurship. Individuals and organizations can utilize the concepts, principles, and method illustrated in the organizational history of Austin Classical Guitar to launch and sustain successful arts ventures. Arts entrepreneurship educators and scholars are encouraged to consider effectuation a foundational building block for the subfield and incorporate it into their work.

Author Biography

Jonathan Gangi, Penn State University

Dr. Jonathan Gangi is associate professor of music and arts entrepreneurship and founding director of the arts entrepreneurship program at Pennsylvania State University. He is a founding member and board member of the Society for Arts Entrepreneurship Education and has published articles in the Journal of Arts Management, Law & Society, the Journal of Arts Entrepreneurship Research, and Artivate: A Journal of Entrepreneurship in the Arts, among others. Dr. Gangi is founding director of the guitar program at the Penn State School of Music, teaching classical guitar and coaching chamber music. As an artist, his performances include the Raleigh Civic Chamber Orchestra as guest soloist for Rodrigo’s Concierto de Aranjuez, the Rantucci International Guitar Festival, and the Classical Minds Guitar Festival. Recently, he has released Gangi Plays Gangi Volume One: Delizioso, on the Italian record label News for Guitar. Gangi Plays Gangi is a recording project highlighting the guitar compositions, arrangements and transcriptions of Mario Gangi, the most important Italian classical/jazz guitarist of the twentieth century.

Austin Classical Guitar Logo: ACG in white on a black background with lines and dots creating the look of a guitar across the letters and "Austin Classical Guitar" in white underneath.




How to Cite

Gangi, J. (2021). Effectual Entrepreneurship in the Arts: The Story of Austin Classical Guitar . Artivate: A Journal of Entrepreneurship in the Arts, 10(2). https://doi.org/10.34053/artivate.10.2.149