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

Mathilde Pulh (), Séverine Marteaux () and Rémi Mencarelli ()
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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

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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.

Keywords: consumer trends; positioning; trend marketing; tendances de consommation; positionnement (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (3)

Published in International Journal of Arts Management, 2008, 10 (3), pp.4-20

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00416367

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