Situation Analysis in Arts and Cultural Sponsorship

Manfred Bruhn () and Lorenz Pöllmann ()
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Manfred Bruhn: Universität Basel
Lorenz Pöllmann: Media University of Applied Sciences

Chapter Chapter 5 in Arts and Cultural Sponsorship, 2026, pp 113-128 from Springer

Abstract: Abstract The management process of cultural sponsorship projects begins with an assessment of communication-relevant facts. This analytical activity examines, internally, the existing resources and prerequisites for a cultural sponsorship project, as well as, externally, the situation of cooperation partners, competitors, and the general framework conditions. This chapter explains the various areas and methods of a situation analysis that are conducted as part of the management process of arts and cultural sponsorship.

Date: 2026
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DOI: 10.1007/978-3-658-50079-5_5

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