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The multi-product nature of the firm in the arts sector: A case study on ‘Centro Zo’

Author

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  • Cellini, Roberto
  • Martorana, Marco Ferdinando
  • Platania, Felicita

Abstract

This article studies the relevance of the multi-product nature of a firm whose core-business rests in the performing arts sector. A specific case study is presented, concerning ‘Centro Zo’, a firm which was born in Catania (Italy) about 15 years ago, to supply performing arts pieces. Now it is a multi-product firm, offering different goods and services. The multi-product choice is investigated from the firm’s perspective, and from the consumers’ standpoint. Fresh data, collected in 2013, are used to investigate the evaluations of the consumers about the different products, and their propensity to joint consumption. We show that the importance of different goods changes across different groups of consumers attending the live performances at Centro Zo. However, the multi-product choice allows the firm to sustain its core business, and –we suggest– makes it more independent from the local policy-makers.

Suggested Citation

  • Cellini, Roberto & Martorana, Marco Ferdinando & Platania, Felicita, 2014. "The multi-product nature of the firm in the arts sector: A case study on ‘Centro Zo’," MPRA Paper 60677, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:60677
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    References listed on IDEAS

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    1. De Marchi, Neil & Van Miegroet, Hans J., 2006. "The History of Art Markets," Handbook of the Economics of Art and Culture, in: V.A. Ginsburgh & D. Throsby (ed.), Handbook of the Economics of Art and Culture, edition 1, volume 1, chapter 3, pages 69-122, Elsevier.
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    4. Minniti, Antonio & Turino, Francesco, 2013. "Multi-product firms and business cycle dynamics," European Economic Review, Elsevier, vol. 57(C), pages 75-97.
    5. Bruno S. Frey, 1997. "Not Just for the Money," Books, Edward Elgar Publishing, number 1183.
    6. Victor Ginsburgh & David Throsby, 2006. "Handbook of the economics of art and culture," ULB Institutional Repository 2013/1673, ULB -- Universite Libre de Bruxelles.
    7. Paul W. Dobson & Michael Waterson, 1996. "Product Range and Interfirm Competition," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 5(3), pages 317-341, September.
    8. Alper, Neil O. & Wassall, Gregory H., 2006. "Artists' Careers and Their Labor Markets," Handbook of the Economics of Art and Culture, in: V.A. Ginsburgh & D. Throsby (ed.), Handbook of the Economics of Art and Culture, edition 1, volume 1, chapter 23, pages 813-864, Elsevier.
    9. Throsby, David, 1994. "The Production and Consumption of the Arts: A View of Cultural Economics," Journal of Economic Literature, American Economic Association, vol. 32(1), pages 1-29, March.
    10. Tiziana Cuccia & Roberto Cellini, 2009. "Workers' Enterprises And The Taste For Production: The Arts, Sport And Other Cases," Scottish Journal of Political Economy, Scottish Economic Society, vol. 56(1), pages 123-137, February.
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    Cited by:

    1. Cuccia, Tiziana & Monaco, Luisa & Rizzo, Ilde, 2015. "Are less public funds bad? New strategies for cultural operators," MPRA Paper 64782, University Library of Munich, Germany.

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    More about this item

    Keywords

    Arts; multi-product firm; policy-makers; product diversification.;
    All these keywords.

    JEL classification:

    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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