2005-07-12

Strategic Positioning of the Venice Biennial

Analysing the Market for Periodic Contemporary Art Exhibitions

This paper reports the results of an empirical study to identify criteria for the strategic positioning of the Venice Biennial, a prestigious international exhibition of contemporary art. Four criteria emerged from the qualitative analysis, the method most suitable for exploratory research: the curator, the theme of the exhibition, the personality of the exhibition and the organizational skills of the institution.
The Venice Biennial and other prominent periodic exhibitions were then clustered into two categories: flow resources (curator and theme) and stock resources (personality of the exhibition and organizational skills of the institution). The Venice Biennial was found to be well positioned on stock resources but not on flow resources. Recommendations for future actions are offered.

source: http://www.hec.ca/ijam/733.htm

an article by Silvia Bagdadli & Livia Arrigoni in: International Journal of Arts Management (Spring 2005)
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