The Role Of Competitive Environment Strategic Diagnosis In Raising Cultural Organizations` Competitiveness. Case Study: The National Operetta Theatre Ion Dacian

The concern of managers in the cultural field, regarding knowledge and application of management tools used by organizations aimed at obtaining profits, has become obvious taking into account that the environment of the cultural organizations is becoming increasingly competitive. Currently, most cities around the world use to promote cultural organizations as a means to improve the urban image and urban development by attracting tourists and investments. So cultural organizations have become a vector differentiation in the urban competition, due to their significant potential to generate local revenues. In this context, the need to understand the sources of competitiveness made the diagnosis of strategic competitive environment to be a necessary step in the process of efficiency and organizational effectiveness growth. It identifies opportunities, whose appraisal contributes to the organization's competitive position by finding appropriate competitive advantages. This paper presents how strategic diagnosis of the competitive environment can contribute to increasing the competitiveness of the National Operetta Theater Ion Dacian from Bucharest.