Entrepreneurial orientation of traditional and modern cultural organisations: Cases in George town UNESCO world heritage site

George Town World Heritage Site in Penang, Malaysia is well-endowed with creative and cultural resources. This study examines how "innovation culture" is inculcated and embedded within two local organisations with distinct approaches to innovation. This examination adopts and adapts the concept of Entrepreneurial Orientation, using three constructs: i) innovativeness, ii) risk-taking and iii) pro-activeness. This study administered a purely qualitative research approach by conducting in-depth semi-structured interviews and archival study of the chosen case organisations and their networks. The novelty of this research resides in the choice of case study organisations chosen (i.e. traditional versus modern) where a comparative approach was used to compare innovation culture and gauge the extent upon which entrepreneurship orientation constructs are prevalent and thriving in these organisations. This study concluded that traditional cultural organisations tend to be more cautious and even passive in their business approach and decision-making processes, while modern and newer cultural and creative organisations lean towards a more active and dynamic outlook, albeit sometimes constrained by lack of resources as well as impeded by the nature of their informality.