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Web Strategies and the Performing Arts: A Solution to Difficult Brands

Stephen B. Preece and Jennifer Wiggins Johnson
International Journal of Arts Management
Vol. 14, No. 1 (FALL 2011), pp. 19-31
Stable URL: http://www.jstor.org/stable/41721114
Page Count: 13
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Abstract

This article addresses the concept of "difficult brands" in the performing arts, recognizing the unique challenges associated with constrained availability and uncertain outcomes. Two managerial responses to these challenges have traditionally been creating a "persistent presence" in order to resist the invisibility of arts organizations and facilitating the formation of "small worlds" amongst arts patrons and attendees. The authors examine arts organizations' use of Web-based applications to achieve these goals and overcome the problem of difficult brands. L'article porte sur le concept de «marques difficiles» dans les arts de la scène, les auteurs reconnaissant les défis uniques que posent une disponibilité limitée et des résultats incertains. De tout temps, les gestionnaires ont réagi en créant une «présence persistante» pour résister à l'invisibilité des organismes artistiques et faciliter la création de «petits mondes» parmi les protecteurs des arts et le public. Les auteurs examinent l'utilisation que font les organismes artistiques des applications web pour atteindre ces objectifs et surmonter le problème des marques difficiles. En este artículo se aborda el concepto de "marca difícil" aplicado a las artes escénicas y los desafíos que por su limitada disponibilidad y sus resultados desconocidos representa. Los gestores han dado tradicionalmente dos respuestas a tales retos creando "una presencia persistente" para sacar de la invisibilidad a las organizaciones artísticas y propiciando la constitución de "pequeños mundos" entre los mecenas y la asistencia. Los autores examinan el uso que hacen las organizaciones artísticas de aplicaciones Web para lograr sus objetivos y vencer el reto asociado a las marcas difíciles.

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