| Abstract [eng] |
This master's thesis analyses the integration of business support for culture and the arts into strategic decisions. Although there is limited research on corporate strategic decisions in the field of cultural sponsorship, such studies are relevant as they provide valuable insights not only for sponsoring companies but also for cultural organizations and government institutions. The aim of the thesis is to develop an empirically grounded model for strategic decisions regarding business support for culture and the arts. To achieve this goal, theoretical literature analysis and empirical research, including semi-structured interviews with representatives of Lithuanian companies supporting culture and the arts, were conducted. The theoretical part of the thesis examines the evolution of the concept of strategy, levels of strategies, and forms of support. It discusses how support for culture and the arts can be integrated into corporate, business, and functional level strategies to achieve different objectives at various strategic levels. The empirical part presents the results of the research, revealing that companies most often rely on forms of patronage and commercial sponsorship, which not only enhance their reputation but also help achieve strategic goals. However, the study also highlighted certain challenges, such as limited financial resources and complexities in legal regulations. The thesis concludes with findings and recommendations aimed at promoting cultural and business sponsorship in Lithuania, as well as proposing solutions to improve the efficiency of support provision. |
