Areas of Study

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Zannie Voss

Professor and Chair of Arts Management and Arts Entrepreneurship

Zannie Giraud Voss Ph.D., (IAE Graduate School of Management, Aix-en-Provence, France) is Chair and Professor of Arts Management and Arts Entrepreneurship in the Meadows School of the Arts and the Cox School of Business at Southern Methodist University; Director of the National Center for Arts Research; and an Affiliate Professor at Kedge School of Business in Marseille, France. Prior to joining the SMU faculty, she was a professor in the Department of Theater Studies and an adjunct professor in management in the Fuqua School of Business at Duke University, where she also served as producing director of Theater Previews at Duke, a professional theater company dedicated to the development and co-production of new works. 

Dr. Voss has a worked as consultant on projects for the Irvine Foundation, Theatre Development Fund and Theatre Communications Group, co-authoring TCG’s Theatre Facts since 1998. She has published articles examining the strategic factors that influence organizational performance in nonprofit professional theatres in the Journal of Marketing, Journal of Marketing Research, Academy of Management Journal, Organization Science, Journal of Services Marketing, American Theatre, ArtsReach, and International Journal of Arts Management, for which she served as an associate editor. She served as managing director of PlayMakers Repertory Company; associate manager of the Alley Theatre; assistant director of audience development at the Mark Taper Forum; and as a site visitor and panelist for the National Endowment for the Arts. She has received research funding from the National Science Foundation, the Aspen Institute, the Marketing Science Foundation, the American Marketing Association and the Sheth Foundation.

She is a member of the International Association of Arts and Cultural Management (AIMAC), the Executive Committee of the Board of Trustees of Big Thought, and the Board of Directors of the Cultural Data Project.  She serves as Vice Chair of Programs on the Board of Trustees of TACA and is co-author of the book Outrageous Fortune: The Life and Times of the New American Play, published by Theatre Development Fund.


Refereed Journal Publications

Voss, Glenn B. and Zannie G. Voss (2013), “Strategic Ambidexterity in Small and Medium-Sized Enterprises: Implementing Exploration and Exploitation in Product and Market Domains,” Organization Science, 24 (5), 1459–1477.

Voss, Glenn B. & Zannie Giraud Voss (2008), "Competitive Density and the Customer Acquisition-Retention Trade-Off,” Journal of Marketing, 72 (6), 3-18. Lead article.

d’Astous, A., Z. G. Voss, F. Colbert, A. Carù, M. Caldwell, F. Courvoisier (2008), “Product-Country Images in the Arts: A Multicountry Study,” International Marketing Review, 25 (4), 379-403.

Voss, Glenn B., Deepak Sirdeshmukh, and Zannie G. Voss (2008), “The Effects of Slack Resources and Environmental Threat on Product Exploration and Exploitation,” Academy of Management Journal, 51 (1), 147-164. Featured in “Cut Me Some Slack: To Exploit or Explore Competencies,” The Economist’s Executive Briefing, January 2008, and in “Running Fat,” Utah CEO Magazine, August 2008.

Voss, Zannie G., Daniel M. Cable, and Glenn B. Voss (2006), “Organizational Identity and Firm Perfomance: What Happens When Leaders Disagree About ‘Who We Are’?” Organization Science, 17 (6), 741-755.

Voss, Glenn B., Mitzi M. Montoya-Weiss, and Zannie G. Voss (2006), "Aligning Innovation with Market Characteristics in the Nonprofit Professional Theater Industry," Journal of Marketing Research, 43 (2), 296-302. Featured in “For Love or Money,” Stanford Social Innovation Review, Fall 2006.

Voss, Zannie G. and Véronique Cova (2006), “How Sex Differences in Perceptions Influence Customer Satisfaction: A Study of Theatre Audiences.” Marketing Theory, 6 (2), 201-221.

Voss, Zannie G., Glenn B. Voss, and Christine Moorman (2005), “An Empirical Examination of the Complex Relationships Between Entrepreneurial Orientation and Stakeholder Support,” European Journal of Marketing, 39 (9/10), 1132-1150.

Voss, Glenn B., Daniel M. Cable, and Zannie G. Voss (2000), “Linking Organizational Values to Relationships with External Constituents: A Study of Nonprofit Professional Theatres,” Organization Science, (May/June), 330-347.

Voss, Glenn B. and Zannie G. Voss (2000), “Strategic Orientation and Firm Performance in an Artistic Environment,” Journal of Marketing, 64 (January), 67-83.

Voss, Zannie G. and Glenn B. Voss (2000), “Exploring the Impact of Organizational Values and Strategic Orientation on Performance in the Nonprofit Professional Theatre Industry,” International Journal of Arts Management, 3 (1), 62-76.

Voss, Glenn B. and Zannie G. Voss (1997), “Implementing a Relationship Marketing Program: A Case Study and Managerial Implications,” Journal of Services Marketing, 11 (4), 278-298.


London, Todd with Ben Pesner and Zannie Giraud Voss (2009), Outrageous Fortune: The Life and Times of the New American Play, New York: Theatre Development Fund, December.

Book Chapter

Voss, Zannie Giraud and Naomi Grabel (2013), “Organizational Identity and Marketing in the Arts,” In (Eds.) Daragh O’Reilly, Ruth Rentschler & Theresa Kirchner, Routeledge Companion to Arts Marketing, New York: Routeledge.

Recent Professional Publications

Voss, Zannie Giraud and Glenn B. Voss, with Ilana Rose and Laurie Baskin (2013), “Theatre Facts 2012: A Report on Practices and Performances in the American Nonprofit Theatre,” New York: Theatre Communications Group. Report findings featured in “Expect the Unexpected,” by Sarah Hart, American Theatre, November, 36-44.

Voss, Zannie Giraud and Glenn B. Voss, with Christopher Shuff and Ilana Rose (2012), “Theatre Facts 2011: A Report on Practices and Performances in the American Nonprofit Theatre, New York: Theatre Communications Group. Report findings featured in “Get Smart, Hold Tight,” by Sarah Hart, American Theatre, November, 34-41.


Co-recipient of research grants awarded by:

  • National Science Foundation
  • Marketing Science Institute
  • American Marketing Association Foundation
  • Sheth Foundation
  • Aspen Institute

Areas of Study



Art History

Arts Management and Arts Entrepreneurship

Undergraduate Studies

Graduate Studies

Faculty and Staff



Entrepreneurship at Meadows

National Center for Arts Research



Educator’s Conference



Arts Entrepreneurship Resources

Communication Studies

Creative Computation


Film and Media Arts