< Return to Blog
The MMIAM Journey
What is the difference between “Sustainable marketing” and “Sustainability marketing"? Those two terms mean two different concepts. Sustainable marketing is a marketing activity aimed at creating long-term relationships with customers for the benefit of the company,...
Introduction The COVID-19 pandemic represented a pivotal moment, as digitalization became essential for survival. Various forms of online art mediation and platform-based promotion gained traction. Today, these innovations are no longer ad hoc responses but enduring...
The concept of 'beauty' has been studied by several categories of researchers, including philosophers, neurobiologists, and psychologists. A recent study provides interesting insights for cultural managers (Fleckenstein et al. 2025). The authors asked three...
How can mid-tier art galleries evolve their business models in response to rising operational costs, collector disengagement, and other market pressures? This article is based on the firsthand experience and reflections of Robbie Fitzpatrick, a Paris-based gallerist...
The arts are about living an experience. The art itself, the people around and the atmosphere of the venue all participate in the ‘fantasies, feelings and fun’ of the outing. When deeply engaged in this experience, the patron may get into a state of flow meaning an...
Introduction Visitor experience is now at the heart of museum strategies, making it essential to understand what drives visit intentions. Recent studies highlight that immediate affective reactions play a decisive role in visitors’ decision-making and influence their...
Engaging with the arts means engaging with a live experience. But how do we define that experience in context? There are significant differences between using a product—such as a detergent—and experiencing a moment in time, like attending an exhibition or a concert....
The rapid evolution of generative artificial intelligence (AI) has ushered in a new era of musical creation, automating composition, arrangement, and sound synthesis. However, AI creativity is the result of recombining existing data rather than generating...
In large shops across the world, you can find vinyl records from The Beatles to the Rolling Stones to Billie Eilish or Taylor Swift. Since 2008, Record Store Day, a special event dedicated to combating the threat of music streaming platforms, has been celebrated in...
Tourism has reshaped Balinese culture, including music and dance, as traditional arts increasingly cater to tourist entertainment. The influx of global influences has altered Kuta’s soundscape, replacing the rhythmic melodies of gamelan—a traditional style of Balinese...
Streaming sales totaled US $17.7 billion in 2024, accounting for a market share of 84 percent, with 100 million subscribers according to the Recording Industry Association of America (RIAA). These figures include subscriptions as well as other uses such as...
Generational Theory is pivotal in arts and cultural participation research, as it illuminates the characteristics and shared experiences of age cohorts shaped by historical and cultural contexts. Age-based segmentation, therefore, becomes a strategic marketing tool...
Discussions about the art highlight the fact that cultural products are hedonic in nature, and an artwork cannot be classified as a utilitarian product; more so, when it comes to high art, the marketing approach is more product-oriented than market-oriented. The art...
The current research sought to establish whether showing non-mentally disabled individuals a selection of paintings completed by people with mental disabilities led to more positive attitudes concerning mental disability among viewers, in comparison with the attitudes...
In this post-COVID era, it is beneficial to understand certain customer behaviors in relation to the price of a show. As a general rule, patrons with a low income and those who do not buy subscriptions are very sensitive to the price of a ticket; they easily form a...
The findings of this research represent an exploration of the challenge inherent in producing an adaptation of a film to a book, or a book to a film. Film adaptations of books gross 53% more worldwide than films from original screenplays and 70% of the world’s top 20...
One of the most difficult marketing decisions to make in the performing arts is setting the price of admission for a show. Often, companies will align their ticket prices with those of perceived leaders in their market, or the competition in general. In doing so, the...
Governments have started to push cultural organizations to take action to limit their carbon footprint. This article takes stock of research affecting environmental sustainability in the field of culture. Here is a brief overview of the article. Apart from their...
The term “product” is used in its broadest sense, to mean a tangible good, a service, an experience, a cause, or an idea. In the art, “product” is associated with any result of the creative act—for example, a performance, a festival event, an exhibition, a painting, a...
In the world of books, there’s been a noticeable rise in “bookstagrammers” coined from the fusion of “books” and “Instagram”. Bookstagrammers are part of the “social media influencers” (SMI) group. The emergence of these influencers is renewing the literacy criticism...
Do you know there are three things a manager must know about how to nurture a new audience? First, the taste for art comes primarily from the youth, from the extended family or the school. It comes either from an event that was remarkable and a happy souvenir, or a...
Strategy Work in Boards of Directors Strategy is described as a “comprehensive master plan that states how the corporation will achieve its mission and objectives.”[1] Strategy is not limited to drawing the map for the future; it also involves strategic control in...
Brands are usually defined in terms of the following five characteristics: perceived quality: the different markets and market segments can get a sense of the quality of a brand even if they have never used or consumed that brand; name awareness: the larger the...
The gender wage gap, as well as the treatment of sex differences, are widely documented and discussed in the overall labour market. However, less is known about this issue in cultural and creative markets, whose employment conditions differ from those in other labour...
Did you know that one of the facets of motivation to go to the theater, or rejection of this form of leisure, lies in finding the reasons why a person is interested in this art form or not? A number of studies have shown that a taste for theater is formed in a...
The importance of corporate sponsorship for cultural organizations varies from continent to continent and country to country. In the U.S., with little government support for the arts, organizations have to find revenue wherever they can find it. For example, for many...
Did you know that one of the possible ways of segmenting the performing arts or museum markets is to consider the behavior of their customers? In large cities with an abundance of cultural offerings, the consumers have so many options that they can't see everything....
Psychological ownership is the feeling that a target, or a part of that target, is “mine.” It is distinct from legal ownership and can occur regardless of whether the target is, or even can be, legally owned. For example, while many individuals feel a psychological...
Some of our ticket buyers are experienced, they often go to see shows or exhibitions and are subscribers or friends of the museum. On the other hand, others rarely have the chance to spend time in our theaters or museums. How then does one or the other receive the...
Introduction Many tourist and cultural heritage sites have sought to enrich their visitors’ in-situ experience by deploying digital tools such as augmented reality (AR). Some managers of tourist and cultural heritage destinations seem convinced that AR enriches the...
These are, in fact, three market segments based on the main reason why the consumer may choose this or that cultural offering. Those reasons are the work itself, the desire to do something with someone, or the environment of the venue (architecture, customer service,...
Interest in mergers increased markedly following the outbreak of the COVID-19 pandemic as the pandemic brought unprecedented distress and uncertainty on the organizations’ future viability. Studies in the past have reported successful utilization of mergers in...
Across North America today, arts organizations are typically undercapitalized, too often generate operating deficits, and are fighting to stay solvent. In Canada, fiscal instability was exacerbated when public funding was significantly reduced. Covid-19 has devastated...
Pay-what-you-want (PWYW) is a participatory pricing mechanism in which buyers can set any price—including zero—for products or services provided by sellers (Kim, Natter and Spann, 2009). Schmidt, Spann and Zeithammer (2015) and Greiff and Egbert (2018) suggested...
Online streaming is a great challenge for opera houses. On the one hand, this new channel, which has been rather disruptive for this very traditional sector, offers opera houses a development path and a way to achieve one of their main goals: renew their audience and...
Bourdieu (1984) proposed the concept of “cultural capital,” which suggests that social class corresponds to cultural tastes, a notion that has sparked discussions about cultural hierarchy worldwide. In contrast to the theory of cultural capital, it was found that...
Introduction Sustainability considers the long-term impact of human economic behaviour on future generations. In sum, sustainability refers to “development that meets the needs of the present without compromising the ability of future generations to meet their own...
Introduction Festivals, which are unique opportunities for leisure, social and cultural experiences (Cole and Chancellor 2009; Getz 2005), may be the perfect example of products sought by contemporary consumers in their quest for immersion through varied experiences...
Globally, governments have been calling on arts organizations to review governance, ensuring that it is a central mechanism in the sector (e.g., Nugent 1999, 2016; Paulus and Lejeune 2013) to aid sustainability, especially if arts organizations are to receive ongoing...
Arts organizations all over the world today find themselves operating in a climate of change and uncertainty, compelling them to act more strategically, reinvent their governance structure and restructure their business model (Fanelli et al. 2020; Reid and Turbide...
< Return to Blog