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Titel
The effects of using category spanning in marketability on a creative good’s performance : the motion picture industry
Auteur
J. van den Berg
Plaats van uitgave
Milano
Jaar van uitgave
2014
Annotatie
60 p. ; 30 cm
Master thesis, Amsterdam business school, University of Amsterdam
Trefwoorden
films
,
filmindustrie
,
marketing
,
Nederland
,
scripties (vorm)
Samenvatting
In cultural organizations, it is believed that there is a division between artistic and business performance, the ‘dumb down in order to scale up’ principle. As the principle shows, the two performances – artistic and business – are believed to be at the expense of each other. The aim of this study was to analyze by means of a case study how activities aimed at artistic performance influence business performance.