Chicagoans have a highly refined palate for theater, which venues like the Goodman and the Steppenwolf reward with several world-premier plays every year. Denizens of smaller middle-American cities such as Tulsa, Okla., often prefer a simpler season that includes, for example, a Shakespeare drama, a Broadway musical, and the annual production of A Christmas Carol. “More sophisticated markets seek out more innovation,” says Glenn B. Voss, a professor at the Kenan-Flagler Business…

To read this article and start a full year of unlimited online access, subscribe now!

Already a subscriber?

Need to register for your premium online access,
which is included with your paid subscription?

Support SSIR’s coverage of cross-sector solutions to global challenges. 
Help us further the reach of innovative ideas. Donate today.

Read more stories by Alana Conner Snibbe.