Managing the Cultural Business : Avoiding Mistakes, Finding Success book cover
1st Edition

Managing the Cultural Business
Avoiding Mistakes, Finding Success

  • Available for pre-order. Item will ship after November 24, 2020
ISBN 9780367821319
November 23, 2020 Forthcoming by Routledge
304 Pages - 40 B/W Illustrations

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Book Description

The arts and cultural sector has always been a challenging area in which to find business success, but the advent of a global health crisis greatly has amplified these challenges. This text leverages the expertise of arts management scholars to enable managerial success in the creative industries by avoiding strategic errors.

This book takes as its starting point ten crucial building blocks of arts and cultural organizations in which strategic mistakes can be made. Building upon an understanding of the forces that shape the competitive environments of artistic organizations, the book asks readers to rethink traditional managerial knowledge. Each chapter provides analysis of a classic management problem, illuminating common mistakes made in overcoming such challenges and providing case-based insights into real world examples from Italy - the world's leading cultural sector.

Speaking to current and student arts managers, this insightful book channels national and supranational cultural heritage to provide essential reading for managers of present and future arts and cultural organizations.

Table of Contents

1. A Call to Revise Cultural Business Management (Michela Addis & Andrea Rurale)

2. Cultural Business Models: The Mistake of Obsoletion (Piergiacomo Mion Dalle Carbonare & Marek Prokůpek)

3. Strategic Thinking in the Arts: The Mistake of the Missing Strategy (Finola Kerrigan & Mikkel Draebye)

4. Agile Management in the Arts: The Mistake of Over-Improvisation (David Bardolet & Rashmi Dhanwani)

5. Arts Performance Measurement: The Mistake of Mis-Measured Performance (Francesca Lecci & Jaime Ruiz-Gutierrez)

6. Data Analysis and the Arts: The Mistake of Ignoring the Numbers (Guy Morrow & Stefania Borghini)

7. Understanding the Arts Customer: The Mistake of Ignoring Customer Experience (Antonella Carù & Manuel Cuadrado-García)

8. Segmenting for Arts Marketing: The Mistake of Adopting Useless Criteria (Rita Kottasz & Stefano Prestini)

9. Strategic Fundraising in the Arts: The Mistake of Selling (Alex Turrini & Zannie Voss)

10. Corporate Communication and the Arts: The Mistake of not engaging (Giulia Miniero & Christian Holst)

11. Economic Impact and the Arts: The Mistake of Narrow Thinking (Victoria Ateca Amestoy & Francesca Casalini)

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Michela Addis is Professor of Marketing at the University of Roma Tre, Italy. She is author of Engaging Brands, published by Routledge in 2020.

Andrea Rurale is SDA Bocconi Professor of Marketing at Bocconi University, Italy. Andrea is President of FAI Lombardia (Fondo Ambiente Italiano) and President of Conservatory of Music in Cremona.


"This book is a must read. It offers a fresh view of arts management through a framework examining common mistakes or misunderstandings about managing and marketing in the arts. Arts organization are developed around a central artistic vision, but the sound management and marketing principles offered in this book will help artists, curators and artistic directors to realise artistic dreams."

François Colbert, Carmelle and Rémi-Marcoux Chair in Arts Management and Co-Director, Master of Management in International Arts Management, HEC Montréal, Canada

"This book takes a fresh approach with "common mistakes" as the starting point for how to address classical problems in cultural management. The authors also recognize the need for more international perspectives, more international examples, and more strategies that apply beyond the local and national."

Constance DeVereaux, University of Connecticut, USA. Editor of Arts and Cultural Management (Routledge, 2018)