The contribution of marketing innovations on art organization performance: Cases from the biggest art organizations in Greece

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2016-08-01 DOI:10.1002/NVSM.1551

George Tsourvakas, Prodromos Monastiridis, Ioanna Goulaptsi, P. Dekoulou

引用次数: 7

Abstract

Marketing innovation approach in art organizations is the only way for them not only to survive in a period of limited public funding but also to expand their cultural mission. This study explores the effects of innovation on economic and cultural performances of nonprofit organizations by analyzing empirical evidence from the seven biggest art organizations in Greece. The findings show that marketing innovations on art organizations have a positive impact on their economic performance but have a limited impact on their cultural performance. Unlike previous studies, the specific marketing innovations that influence economic outcomes are examined, followed by recommendations and limitations. Copyright © 2016 John Wiley & Sons, Ltd.

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营销创新对艺术组织绩效的贡献:来自希腊最大艺术组织的案例

营销创新是艺术机构在公共资金有限的情况下生存的唯一途径，也是艺术机构扩大文化使命的唯一途径。本研究通过分析希腊七大艺术机构的经验证据，探讨创新对非营利组织经济和文化绩效的影响。研究结果表明，营销创新对艺术组织的经济绩效有积极影响，但对艺术组织的文化绩效影响有限。与以往的研究不同，本文考察了影响经济结果的具体营销创新，然后提出了建议和限制。版权所有©2016 John Wiley & Sons, Ltd。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.