When creative entrepreneurs face tensions in creating value

Purpose Artists and artisans who are creative entrepreneurs face unique tensions between market logics and creative logics, tensions which are less prevalent in other business sectors. These tensions may significantly impact their well-being. This study explores how creative entrepreneurs navigate these tensions, particularly focusing on the balance between earning income and staying true to their art or craft, and on how they perceive and address what customers value. Design/methodology/approach A qualitative approach was employed, utilizing interviews and website data from 13 creative entrepreneurs. The analysis applied a value-creation conceptual lens to explore the interplay between entrepreneurial and creative logics. Data were analyzed using 29 open content codes, which were further refined into nine axial content codes and two major content themes: value creation and well-being. Findings The study identified types of value that creative entrepreneurs received and delivered, as well as aspects of their associated well-being. The findings also reveal that creative entrepreneurs made modest efforts to confirm customers’ perceptions of value. Additionally, situations where informants felt pressured to compromise their creative standards for financial gain were linked to their well-being. Originality/value This research contributes to the understanding of expression-driven lifestyle entrepreneurship by emphasizing the hybrid nature of creative entrepreneurs’ work lives and their unique challenges. It underscores the importance of customer feedback in the creative entrepreneurial process. This study also enriches the discourse on the exchange-based view of entrepreneurship and creative entrepreneurs’ well-being.