Purpose
– The purpose of this paper is to identify and discuss structure, essence, and quality of a current organizational frameworks for the arts and culture, institutions, NGO’s and enterprises that are core playgrounds for flexible individualization of taste, cultural literacy, individuals’ expressions and their cultural identity.
Design/methodology/approach
– Paper design initiates with an analysis of the organizational landscape of cultural sector, including special focus on cultural education. This subject will be studied with a use of a case of cultural education organization leaders. The paper epilogue brings to the discussion inspirations from aesthetics and marketing studies.
Findings
– In cultural education organizations, there is: an urgency: for more hybrid and flexible organizational forms; cross-sectorial synergy; for more focused leaders competencies fitting into expected categories of: managerial, communicative, sensemaking, and entrepreneurial.
Research limitations/implications
– The paper is a stimulus for further research within cooperating disciplines of organization studies, cultural policy studies, marketing, and aesthetics.
Practical implications
– The text has practical implication for public administration, cultural policy makers and is an insight for cultural organizations leaders from public, private, and civil parts of cultural sector.
Originality/value
– The topic of flexible individuation of taste in relations to cultural education institution practices, is reflected in a complementary approach, from triadic perspective of cultural policy, marketing and aesthetics, bringing new insights for organization change research and practice.