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Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits

Author

Listed:
  • Mathilde Pulh

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Séverine Marteaux

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Rémi Mencarelli

Abstract

One conclusion is widely shared by the practitioners in the cultural sector: consumer relations with cultural products and services have changed. This paper provides a trend marketing analysis of various areas (theatres and performing arts organizations, museums, cultural events, cultural industries, etc.) so as to better understand this "new" cultural consumer. Seven contemporary trends are examined. Each is defined and then illustrated by innovative offers from cultural organizations. Their appraisal by more than a hundred cultural-sector practitioners in France is presented.

Suggested Citation

  • Mathilde Pulh & Séverine Marteaux & Rémi Mencarelli, 2008. "Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits," Post-Print hal-00416367, HAL.
    • Handle: RePEc:hal:journl:hal-00416367
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    Citations

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    Cited by:

    1. Padilla-Meléndez, Antonio & del Águila-Obra, Ana Rosa, 2013. "Web and social media usage by museums: Online value creation," International Journal of Information Management, Elsevier, vol. 33(5), pages 892-898.
    2. Umberto Rosin & Michele Bonazzi & Francesco Casarin, 2021. "eWOM and growth strategies for the tourism industry in maritime museum networks. The case of the Arca Adriatica tourist product," Working Papers 03, Department of Management, Università Ca' Foscari Venezia.
    3. Monia Castellini & Cecilia Budoni, 2022. "La partecipazione nei progetti culturali - un’analisi del modello gestionale del progetto Prospettive – territori d’arte," Working Papers 20220211, University of Ferrara, Department of Economics.

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