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Gestión De Relaciones En El Sector Cultural. La Cooperación Como Estrategia En El Nuevo Mercado Del Ocio /

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Author Info

  • Quero Gervilla, M.J.

    ()
    (Universidad de Málaga (España))

  • Parra Guerrero, F.

    ()
    (Universidad de Málaga (España))

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    Abstract

    Diversas teorías de marketing relacional proponen que las organizaciones varían en su orientación hacia las relaciones. Son muy escasos los estudios dirigidos a profundizar en la diversidad de perfiles que esconden dichos comportamientos y su influencia en el comportamiento de las organizaciones. Haciendo uso del análisis cluster, los autores analizan las relaciones organizacionales en el sector de las artes y proponen una tipología de entidades escénicas basada en la orientación hacia las relaciones. La aproximación empírica de la investigación ha sido desarrollada con la colaboración de la práctica totalidad de espacios escénicos de relevancia en España. / Several theories of relationship marketing propose that organizations vary in their orientation to relationships. Few empirical studies have segmented cultural organizations into low and high relational groups to assess how performance vary for these groups. Using cluster analysis, the autors analyze the relationships between organizations on cultural market and purpose a typology of performing arts organizations based on their orientation to relationships. The empirical approach of the investigation has been developed with the collaboration of near all the most important performing arts organizations in Spain.

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    Bibliographic Info

    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 11 (2005)
    Issue (Month): 3 ()
    Pages: 129-149

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    Handle: RePEc:idi:jiedee:v:11:y:2005:i:3:p:129-149

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    Postal: Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España
    Phone: (+34) 986812473
    Fax: (+34) 986812401
    Web page: http://www.aedem-virtual.com/es/journal/iedee

    Related research

    Keywords: Marketing Cultural; Gestión Cultural; Entidades Escénicas; Marketing Relacional; Orientación Estratégica; Arts Marketing; Arts Management; Performing Arts; Relationship Marketing; Strategic Orientation.;

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