Performing Arts – How do we Survive the Pandemic?

Andrei Badin
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Andrei Badin: Bucharest University of Economic Studies, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2021, vol. 22, issue 1, 87-101

Abstract: All cultural services have been suffering in the past year. Since the start of the pandemic all artists have felt the pushback from the COVID 19 pandemic. We analyze the pandemic impact over cultural services in Romania by observing data and also discussing with entrepreneurs or artists about the impact that the pandemic had in their lives. Within this paper we address some of the most important aspects of cultural services, artists and hardships. Social distancing has rendered all cultural events locations obsolete because they are no longer profitable. The marketing mix used for services during the pandemic has suffered alteration. A few months the cultural life of Bucharest very nimbly managed to engage their target audience with the help of social media platforms – YouTube, Facebook and Instagram. This choice may have stopped some of the bleeding and may have given the artists the opportunity to do the activity they love.

Keywords: cultural services; services marketing; theater; live concerts; pandemic; marketing mix. (search for similar items in EconPapers)
JEL-codes: M14 M21 M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:22:y:2021:i:1:p:87-101

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