Komáromi György (2024) How do the theatres in Budapest communicate their mission and values? In: Branding in the academic and business world – Future challenges – BBU Day of Hungarian Science. Budapesti Gazdasági Egyetem, Budapest, pp. 106-113. ISBN 978-615-6342-86-7
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Abstract
This paper focuses on the communication strategies of theatres in relation to their missions and values. While it is widely accepted and encouraged in a general market context to explicitly communicate missions and values to both regular and potential customers, as well as all stakeholders, theatres in Budapest appear to differ in some aspects. Using sample data from the field to illustrate the concepts of the relevant literature conference paper tries to identify several factors explaining why theatres in Budapest almost never formulate written mission statements. This phenomenon can be explained by programming with well-defined branding, audience partition, sharing artistic resources (actors and creative personnel), and financing structure with public subsidies.
Tudományterület / tudományág
társadalomtudományok > média- és kommunikációs tudományok
Institution
Budapesti Gazdasági Egyetem
| Item Type: | Book Section | ||||||
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| Uncontrolled Keywords: | theatres, Hungary, organisational mission and values, coopetition | ||||||
| Depositing User: | Kinga Eszenyi-Bakos | ||||||
| DOI azonosító: | https://doi.org/10.29180/978-615-6342-86-7_8 | ||||||
| Date Deposited: | 2024. Sep. 09. 11:06 | ||||||
| Last Modified: | 2024. Sep. 09. 11:06 | ||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2296 |
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