Search results for " consommation"

Positioning the Supply of Live Performance: Innovative Managerial Practices Relating to the Interaction of Spectator, Performance and Venue

2006

Because of the abundance of offerings, the question of positioning with regard to live performances is becoming increasingly crucial for managers in the cultural sector. The authors address this issue by proposing original means of differentiation that managers can use in order to reinforce the identity of their offerings. The authors point to the need for analysis of the relationship between the public and the spectacle (central focus of positioning), highlighting the various facets that structure this positioning. They then examine the interaction between the public and the cultural venue (peripheral focus of positioning). Such a framework of consumption experiences offers promising solut…

L'Expérience de Consommation de Spectacles Vivants : de Nouvelles Perspectives de Recherche

2002

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

2006

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 solut…

Positioning Strategies of Cultural Institutions: A Renewal of the Offer in the Face of Shifting Consumer Trends

2008

Positioning strategies of cultural institutions : a renewal of the offer in the face of shifting consumer habits

2008

One conclusion is widely shared by the practitioners in the cultural sector: consumer relations with cultural products and services have changed. This paper provides a trend marketing analysis of various areas (theatres and performing arts organizations, museums, cultural events, cultural industries, etc.) so as to better understand this “new” cultural consumer. Seven contemporary trends are examined. Each is defined and then illustrated by innovative offers from cultural organizations. Their appraisal by more than a hundred cultural-sector practitioners in France is presented.

Comment positionner l'offre culturelle ? De la compréhension de la relation personne – objet à l'intégration du lieu de consommation

2005

This article seeks to answer the strategic question of the cultural institutions positioning by insisting on the need, on the one hand, for analyzing the total relation between the consumer and the cultural object (central road of positioning definition) and, on the other hand, for considering the role of the cultural place (peripheral road). We will be able to consider that the ways of differentiation are multiple and correspond to a conceptualization of the ambivalent cultural experience.

L'interaction lieu – objet comme modélisation de l'expérience culturelle vécue : définition, mesure et validation empirique dans le cas du spectacle …

2006

This article proposes to reconsider the concept of lived cultural experience. In a first part, we explore the track of value. We try to justify of its interest to apprehend the experience. We also seek to improve the conceptualization of the experience by defining it as an interaction place - object. Then, in a second part, we present an empirical test of this conceptualization in the field of lives performance. This test is followed of a discussion about the results.

Conceptualisation et mesure de la valeur perçue d'un lieu de consommation. Application au domaine du spectacle vivant

2005

This article seeks to understand the role of a place during a consumption experience. We explore the track of value and present a scale of perceived value of a place. In this way, we have done a state of art about the value and we justify for using this concept to grasp the physical environment. We present the stages of the scale's building.

Quand les institutions culturelles s´ouvrent au marketing sensoriel ... et s´en défendent : enjeux et paradoxes.

2007

: Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principa…

Quand les institutions culturelles s'ouvrent au marketing sensoriel... et s'en défendent : enjeux et paradoxes

2007

Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principal …