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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.