Defining market approaches in cultural organizations: an analysis of Italian theatres

Simone Guercini; Silvia Ranfagni

doi:10.1108/20442081211233016

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Arts Marketing: An International Journal

ISSN: 2044-2084

Online from: 2011

Subject Area: Marketing

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Defining market approaches in cultural organizations: an analysis of Italian theatres

Document Information:
Title:	Defining market approaches in cultural organizations: an analysis of Italian theatres
Author(s):	Simone Guercini, (Department of Business Science, University of Florence, Florence, Italy), Silvia Ranfagni, (Department of Business Science, University of Florence, Florence, Italy)
Citation:	Simone Guercini, Silvia Ranfagni, (2012) "Defining market approaches in cultural organizations: an analysis of Italian theatres", Arts Marketing: An International Journal, Vol. 2 Iss: 1, pp.52 - 69
Keywords:	Interaction, Italy, Market, Marketing, Network, Theatre
Article type:	Research paper
DOI:	10.1108/20442081211233016 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Acknowledgements:	Simone Guercini and Silvia Ranfagni share the final responsibility of this paper. Simone Guercini wrote paragraphs 1, and 2; Silvia Ranfagni wrote paragraphs 3-5. Paragraph 6 was written jointly. The authors would like to thank Arch Woodside, Aldo Burresi, Teresa Megale and two anonymous reviewers for useful suggestions during the revisions of the present paper.
Abstract:	Purpose – The purpose of this paper is to analyse the emergent role of market in cultural enterprises. Design/methodology/approach – The authors consider market as network and identify the role of the interaction process with a special focus on theatre organizations. Findings – The interactions are examined on the basis of relationship models, distinguishing for each of them the progressive changes in their structural components (actors, activities and resources) and the outcomes (economic, artistic, social) produced. Originality/value – The value of the study is to identify market representation by theatre organizations and to analyse their interactions with the market as a cumulative and continuous process.