International market orientation and stakeholder management in institutions of culture and art in Croatia
International market orientation and stakeholder management in institutions of culture and art in Croatia

Summary/Abstract: In today's post-industrial age, on the level of the EU, it is advocated to link the areas of culture and art with the business sector. The institutions of culture and art are also encouraged to participate in international activities/co-operate internationally and gain competitive advantage. However, in the international environment, they are exposed to new circumstances, as demands for specific market data (which should be collected, disseminated and addressed) and the organizational complexity are becoming much higher. We believe that such constraints can be overcome only by those institutions, which include the marketing concept in their operations and more effectively manage their target groups. Therefore, this study analyzes the market orientation and the management of the target groups for the internationally active institutions of culture and arts. We apply an adapted behavioral approach model of marketing orientation, based multiple constituencies. The empirical results show that institutions, which do establish international cooperation, direct their marketing activities toward all their target groups. They also adopt the marketing concept to a larger extent, have a higher level of market orientation and manage their target groups more effectively.

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