| Abstract [eng] |
The aim of this master’s thesis is to explore the interaction between strategic alliance and audience development in arts organisations in order to understand how partnerships can foster audience development and how audience development can bring new strategic partners. The theoretical part of the thesis focuses on the concepts and types of strategic partnerships, the benefits, the formation processes, the theoretical aspects of audience development, the strategy and the interaction between these two components. In the empirical part, a study is conducted to explore the experiences of arts organisations and to identify the links between strategic partnerships and audience development. The research is based on a qualitative approach: interviews with representatives of arts organisations. The results show that strategic partnerships not only help to attract new audiences, but also allow organisations to implement new projects and strengthen their activities and reputation. The main findings of the paper underline that the interaction between strategic partnerships and audience development creates a reciprocal process in which new partners contribute to the development of audiences, which in turn leads to the attraction of new partners. The work contributes to the academic discourse in the field of arts management by providing new insights into the relationship between partnerships and audience development strategies. |
