1st Edition

Managing the Cultural Business Avoiding Mistakes, Finding Success

Edited By Michela Addis, Andrea Rurale Copyright 2021
    418 Pages 40 B/W Illustrations
    by Routledge

    418 Pages 40 B/W Illustrations
    by Routledge

    The arts and cultural sector has always been a challenging area in which to find business success; the advent of the global health crisis due to COVID-19 has greatly amplified these challenges. Thanks to the expertise of 22 scholars, this text elaborates on the most common key strategic mistakes and misunderstandings to help arts and cultural organizations finding success.

    This book starts by looking at the evolution of competition in those industries. Several new and challenging drivers shape the competitive environments of arts and cultural organizations. A customer-centric approach helps in identifying ten crucial managerial processes in which strategic mistakes are commonly made. This book proposes a revised managerial vision of the key processes that constitute every arts and cultural organization. Each chapter offers an innovative analysis of a classic managerial problem, describing popular mistakes and providing case-based insights derived from real world important examples. Specifically, each chapter elaborates on two illuminating examples, one of which is always chosen among the Italian arts and cultural organizations, thus belonging to 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.

    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)


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

    Andrea Rurale is SDA Bocconi Professor of Marketing at Bocconi University, Italy. Andrea is Director of the Master in Arts Management and Administration at SDA Bocconi and leads the Art and Culture Knowledge Centre. He is the President of FAI Lombardia (Fondo Ambiente Italiano) and the 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)