The present article analyses two opposing self-concepts of entrepreneurs in the book
publishing industry based on the well-known culture/commerce divide that operates
in cultural industries. It analyses the effects of the self-concepts on entrepreneurial
orientation, intrinsic motivation, job satisfaction and satisfaction with the economic
success. The main result of our study is that there are two ways for gaining work satisfaction
as a publisher. Both have inherent constraints. Publishers with a strong idealistic
orientation to promote cultural goals are often not very satisfied with the economic
success of their enterprises. However, their high intrinsic motivation enhances their
job satisfaction. Publishers with a strong economic orientation derive their satisfaction
primarily from their firms’ success and obtain high job satisfaction from that. Somewhat
surprisingly we find a strong relationship between satisfaction with success and
intrinsic motivation, a result that seemingly contradicts the crowding-out thesis, which
asserts that extrinsic rewards undermine intrinsic motivation. The limitations of this
thesis and of its application to publishers are discussed. The data stems from a survey
with responses of 196 publishers.