2008-05-22

Positioning Strategies of Cultural Institutions: A Renewal of the Offer in the Face of Shifting Consumer Trends

Authors: M. Pulh, S. Marteaux, R. Mencarelli

One opinion is widely shared by managers in the cultural sector: Consumer relations with regard to cultural products and services have changed.

The authors report the findings of a trend marketing analysis of three cultural domains (theatres/ performing arts organizations, museums and festivals), which they conducted in order to gain a better understanding of the new cultural consumer. Seven contemporary trends are defined and illustrated with innovative offers by different cultural organizations. The sample of respondents comprised more than one hundred French cultural managers.

Details: http://www.gestiondesarts.com/index.php?id=1960

in: International Journal of Arts Management (IJAM), Volume 10 - N° 3 Spring 2008