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| Author: | Bagdadli, S. Arrigoni, L. |
| Title: | Strategic positioning of the Venice Biennial: Analysing the market for periodic contemporary art exhibitions |
| Journal: | International Journal of Arts Management
2005 : SPRING, VOL 7:3, p. 22-31 |
| Index terms: | Marketing management Art Exhibitions Italy |
| Language: | eng |
| Abstract: | This paper reports the results of an empirical study to identify criteria for the strategic positioning of the Venice Biennial (here as: V.B.), an international exhibition (henceforth as: exhib./exhibs.) of contemporary art. Four criteria emerged from the qualitative analysis, the method most suitable for exploratory research: the curator, the theme of the exhib., the personality of the exhib. and the organizational skills of the institution. The V.B. and other exhibs. alike were clustered into two categories: flow resources (curator and theme) and stock resources (personality of the exhib. and organizational skills of the institution). The V.B. was found to be well positioned on stock resources but not on flow resources. |
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