haku: @indexterm New products / yhteensä: 1069
viite: 179 / 1069
| Tekijä: | Crealey, M. |
| Otsikko: | Applying new product development models to the performing arts: Strategies for managing risk |
| Lehti: | International Journal of Arts Management
2003 : SPRING, VOL. 5:3, p. 24-33 |
| Asiasana: | Marketing Arts management Strategy New products Product development Models |
| Kieli: | eng |
| Tiivistelmä: | The development and marketing of new products is crucial to organizational growth in many industries, but formal models of new product and new service development are not often used in the arts. A review of literature found that many models were inappropriate for the performing arts due mainly to their origins in commercial consumer products. However, performing arts products still require an audience, and new product development (NPD) models can provide a structure balancing artistic concerns with the need reaching audiences in a competitive environment. Many arts organizations fail to recognize that existing organizational and marketing practices are part of an NPD process. The value of using formal models lies in the opportunities to be identified at various stages for reducing the risks associated with all new products. This paper demonstrates the applicability of formal NPD models to the performing arts, combining theoretical research with industry examples to outline a strategic approach to the development and marketing of new products. It proposes a new model of product development for the performing arts, using contemporary examples to identify testing and life-cycle management opportunities. |
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