IDEAS home Printed from https://ideas.repec.org/a/idi/jiedee/v11y2005i3p129-149.html
   My bibliography  Save this article

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

Author

Listed:
  • Quero Gervilla, M.J.

    () (Universidad de Málaga (España))

  • Parra Guerrero, F.

    () (Universidad de Málaga (España))

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.

Suggested Citation

  • Quero Gervilla, M.J. & Parra Guerrero, F., 2005. "Gestión De Relaciones En El Sector Cultural. La Cooperación Como Estrategia En El Nuevo Mercado Del Ocio /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 11(3), pages 129-149.
  • Handle: RePEc:idi:jiedee:v:11:y:2005:i:3:p:129-149
    as

    Download full text from publisher

    File URL: http://www.aedem-virtual.com/articulos/iedee/v11/113129.pdf
    File Function: complete text
    Download Restriction: no

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:idi:jiedee:v:11:y:2005:i:3:p:129-149. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tony Crespo Franco). General contact details of provider: http://www.aedem-virtual.com/es/journal/iedee .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.