Zannie Voss

Arts Management and Arts Entrepreneurship

Professor; Director, SMU DataArts




Zannie Giraud Voss, Ph.D. (Aix-Marseille III Graduate School of Management - IAE, France), is director of SMU DataArts as well as professor of arts management in SMU’s Meadows School of the Arts and Cox School of Business. 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 numerous foundations and national arts service organizations, including Theatre Communications Group, for which she has co-authored TCG’s Theatre Factssince 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 Wallace Foundation, the Aspen Institute, the Marketing Science Foundation, the American Marketing Association and the Sheth Foundation.

She is a board member of the International Association of Arts and Cultural Management (AIMAC), the Dallas Symphony Association, and the New Orleans Museum of Art, and she recently served a three-year term as a member of the American Academy of Arts and Science’s Commission on the Arts.

Recent Work


Refereed Journal Publications since 2000

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.


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 Chapters

Turrini, Alex and Zannie Voss (2020), “Strategic Fundraising in the Arts: The Mistake of Selling,” In (Eds.) M. Addis and A. Rurale, Managing the Cultural Business: Avoiding Mistakes, Finding Success, New York: Routeledge.

Gallagher, Kathleen, Amy Aughinbaugh and Zannie Giraud Voss (2018), “Beyond the Studio System: Public Support for Films in the United States,” In (Eds.) Paul Clemens Murschetz, Roland Teichmann, Matthias Karmasin, Handbook of State Aid for Film, pp. 463-480, Springer.

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, Glenn B. Voss, and Young Woong Park (2021), The Intersection of Funding, Marketing, and Audience Diversity, Equity, and Inclusion, White paper published by SMU DataArts (April),

Thomas, Rebecca and Zannie Giraud Voss (2021), Buffering Against Uncertainty: Working Capital and the Resiliency of BIPOC-Serving Organizations, White paper published by SMU DataArts (March),

Voss, Zannie Giraud and Glenn B. Voss (2021), The Alchemy of High Performing Arts Organizations Part II: A Spotlight on Organizations of Color, White paper published by SMU DataArts (March),

Fonner, Daniel, Zannie Giraud Voss, Glenn B. Voss, with Teresa Eyring, Adrian Budhu, and Laurie Baskin (2020), Theatre Facts 2019: A Report on Practices and Performances in the American Nonprofit Theatre, New York: Theatre Communications Group (December),

Voss, Zannie Giraud, Glenn B. Voss, Rebecca Johnson, Kady Epley (2020), Arts Vibrancy Index Report VI: Hotbeds of America’s Arts and Culture, White paper published by SMU DataArts (September),

Voss, Zannie Giraud and Glenn B. Voss (2020), The Alchemy of High Performing Arts Organizations, White paper published by SMU DataArts (August),

Zannie Voss