Zarządzanie w Kulturze最新文献

Wydarzenie modowe jako marka kulturotwórcza tworząca wartość dla klienta 作为文化品牌的时尚活动为客户创造价值

Zarządzanie w Kulturze Pub Date : 2024-04-24 DOI: 10.4467/20843976zk.23.020.19363

J. Szymczyk

{"title":"Wydarzenie modowe jako marka kulturotwórcza tworząca wartość dla klienta","authors":"J. Szymczyk","doi":"10.4467/20843976zk.23.020.19363","DOIUrl":"https://doi.org/10.4467/20843976zk.23.020.19363","url":null,"abstract":"Significant transformations are currently being observed in the field of culture, manifesting themselves through the search for and implementation of modern management strategies in this domain. With the incorporation of marketing practice and the perception of cultural institutions, events, and artists as brands, it becomes necessary to consider the specificity of culture, its mission as well as the needs of artists. The brand – in parallel with market relations and customer knowledge – represents a valuable resource that enables the attainment of substantial competitive advantage, in line with the resource-based theory.\u0000\u0000This article focuses on the phenomenon of event marketing as a tool for creating value for customers in the fashion sector and presents four levels of event marketing maturity. The study confirms that event marketing – when reaching an appropriate level of maturity – creates value for the customer. Additionally, the article presents key factors influencing the creation of value for customers through event marketing. The proposed model and conditions for effective implementation can be used as practical guidelines for designing and implementing fashion events aimed at maximising customer value.\u0000\u0000The conclusions drawn from this study are of significant importance for professionals in the fashion industry who seek to utilise event marketing as a tool for creating value for customers. Managing the brand in the context of fashion events as a culture-creating brand becomes a crucial element that enables the attainment of substantial competitive advantage in the fields of culture and fashion.","PeriodicalId":500606,"journal":{"name":"Zarządzanie w Kulturze","volume":"36 13","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140661088","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Wyścig do marki uczelni przyjaznej dla klimatu. Studium Uniwersytetu Jagiellońskiego w rankingach szkół wyższych odpowiedzialnych środowiskowo 争创气候友好型大学品牌。雅盖隆大学在环境负责任大学排名中的研究

Zarządzanie w Kulturze Pub Date : 2024-04-24 DOI: 10.4467/20843976zk.23.021.19364

Michał Pałasz

{"title":"Wyścig do marki uczelni przyjaznej dla klimatu. Studium Uniwersytetu Jagiellońskiego w rankingach szkół wyższych odpowiedzialnych środowiskowo","authors":"Michał Pałasz","doi":"10.4467/20843976zk.23.021.19364","DOIUrl":"https://doi.org/10.4467/20843976zk.23.021.19364","url":null,"abstract":"The paper addresses the issue of the potential impact of a university’s presence in the rankings of climate friendly HEIs on its brand and activities, filling a research gap in this area. It starts with a discussion of the concepts of a brand, its personality and strength, presenting selected brand rankings as well as criteria for rankings of climate friendly universities, having outlined the specificity of a climate responsible HEI brand. Afterwards it presents answers to the research questions which were obtained using the desk research method obtained using the desk research method: how the Jagiellonian University is currently performing in the rankings of climate friendly universities and what aspirational reference points can be identified for it. The subjects of the study were three leading rankings published in 2023, which assessed HEIs in terms of their climate actions and the position of the Jagiellonian University in them – both globally and in relation to groups of universities from Poland, Central Europe, European Union and the UNA Europa network. As a result of benchmarking, groups of HEIs brands were mapped as they could constitute reference points for the activities of the Jagiellonian University and other Polish universities. The impact of climate friendly HEIs rankings on the brand and activities of a university is based not only on the need to meet participation criteria, but also on creating social pressure related to comparing brands, and on the need to ensure the coherence of the brand of a climate friendly university on the principle of positive feedback loop.","PeriodicalId":500606,"journal":{"name":"Zarządzanie w Kulturze","volume":"38 4","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140663091","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Koncepcje strategiczne polskich filharmonii i orkiestr 波兰爱乐乐团和交响乐团的战略理念

Zarządzanie w Kulturze Pub Date : 2024-04-24 DOI: 10.4467/20843976zk.23.017.19360

M. Kaczmarek

{"title":"Koncepcje strategiczne polskich filharmonii i orkiestr","authors":"M. Kaczmarek","doi":"10.4467/20843976zk.23.017.19360","DOIUrl":"https://doi.org/10.4467/20843976zk.23.017.19360","url":null,"abstract":"The high degree of the environment instability generates the need to apply not only a strategy, but also a range of management practices as well as tools to the day-to-day operations of cultural institutions. Strategy can therefore be seen as a modern way for continuous adaptation to the environment. Having and implementing a strategy, including marketing strategies, is important not only from perspective of the declining participation and attendance in cultural events in the Polish society, but also because of the need to meet the requirements of effective operation. Hence the emerging question: how to manage a cultural institution whose survival nowadays is more than ever dictated by an unclear future scenario? This paper will present the strategic concepts of the Polish philharmonics and orchestras, which are a response to the challenges of the environment with different attitudes and activities.\u0000\u0000Qualitative research in form of the individual in-depth interviews (IDI), which form the basis of the study, was conducted between May 2022 and May 2023. They were concerned with management tools currently used by managers and directors of public cultural institutions – in case of this study, these were philharmonics and orchestras. Transcripts of a total of 25 in-depth interviews were analysed, then categorised and compiled using qualitative research support software.\u0000\u0000The conclusions that emerged from the literature review and qualitative research indicate a strong diversification in the attitudes of philharmonic managers. The hybridisation of artistic activities means that, as never before, philharmonics are diversifying not only their identity, but also the range of activities as well as their effect. The environment plays an increasingly important role in this process.","PeriodicalId":500606,"journal":{"name":"Zarządzanie w Kulturze","volume":"90 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140665311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Budowanie wizerunku instytucji kultury na przykładzie Teatru Żydowskiego w Warszawie 以华沙犹太剧院为例塑造文化机构形象

Zarządzanie w Kulturze Pub Date : 2024-04-24 DOI: 10.4467/20843976zk.23.019.19362

K. Pawlicka

引用次数: 0

Razem o dziedzictwie. Budowa marki instytucji kultury w kontekście marki miasta. Studium przypadku Poznańskiego Centrum Dziedzictwa 共同关注遗产。在城市品牌背景下打造文化机构品牌。波兹南遗产中心案例研究

Zarządzanie w Kulturze Pub Date : 2024-04-24 DOI: 10.4467/20843976zk.23.018.19361

B. Małolepszy

引用次数: 0

Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach 基于部分实例的波兰图书广播员的个人品牌管理

Zarządzanie w Kulturze Pub Date : 2024-04-24 DOI: 10.4467/20843976zk.23.022.19365

Maria Konrad

{"title":"Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach","authors":"Maria Konrad","doi":"10.4467/20843976zk.23.022.19365","DOIUrl":"https://doi.org/10.4467/20843976zk.23.022.19365","url":null,"abstract":"The aim of this article is to characterize the process of personal brand management by the creators of four selected channels on the Polish BookTube. Interviews were conducted with both independent and collaborative booktubers, encompassing diverse subscriber counts and influencer types. The research period, from December 2021 to March 2022, focuses exclusively on the Polish Book-Tube community, providing a significant research context. In terms of subject matter, the analysis covers the genesis of personal brands, image management strategies, and the benefits of effective brand management. The use of partially structured free-form interviews with booktubers allowed for answering research questions that encompass the origins of their personal brands, their methods of managing their image, the benefits of effective brand management, personality traits that attract viewers, and who their target audience is and what relationships they have with their viewers. Conclusions regarding the actions taken in managing their image were also drawn from the analysis of materials posted by the creators on their YouTube channels. This article provides an in-depth analysis of the theoretically well-explored phenomenon of building and managing a personal brand, with a specific focus on the BookTube community, an underrepresented topic in academic discourse.","PeriodicalId":500606,"journal":{"name":"Zarządzanie w Kulturze","volume":"24 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140663692","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Kreowanie marki w sferze kultury. Uwarunkowania, strategie, narzędzia 文化领域的品牌建设。决定因素、战略、工具

Zarządzanie w Kulturze Pub Date : 2024-04-24 DOI: 10.4467/20843976zk.23.016.19359

Magdalena Sobocińska, Marcin Laberschek

引用次数: 0