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Positioning the supply of live performances. Innovative managerial practices relating to the interaction of audience, performance and venue

Author

Listed:
  • Rémi Mencarelli
  • Mathilde Pulh

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

Abstract

Because of an abundant offer of shows, the question of the cultural products positioning becomes increasingly crucial for the professionals of this sector. This article proposes to answer this strategic question by identifying original ways of differentiation in order to reinforce the identity of their offer. First of all, we insist on the need for analyzing the relation between the public and the spectacle (central road of positioning). We wish to highlight the various facets that structure this positioning. Then, we examine the interaction between the public and the cultural place (peripheral road of positioning). This tangible framework of consumption experiment can offer promising solutions of differentiation. We will illustrate our proposals by the most recent and most innovative managerial practices in the field of performing arts.

Suggested Citation

  • Rémi Mencarelli & Mathilde Pulh, 2006. "Positioning the supply of live performances. Innovative managerial practices relating to the interaction of audience, performance and venue," Post-Print hal-00416363, HAL.
    • Handle: RePEc:hal:journl:hal-00416363
    as

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    Cited by:

    1. Alice Sohier, 2011. "Pour une meilleure approche de l'expérience des spectacles vivants : La prise en compte de la perception du rock," Post-Print hal-01885831, HAL.

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