| Abstract [eng] |
Contemporary art galleries operate in a dynamic cultural and creative industries environment, where decreasing public funding, changing audience expectations, and technological advancement encourage the search for alternative operational and funding models. Sponsorship becomes not only a financial resource but also a strategic factor influencing galleries’ organizational decisions, creative direction, the adoption of technological solutions, and the expression of innovativeness. In contemporary cultural management, sponsorship is understood as a partnership based on the creation of mutual value and may function as a catalyst for innovation. The relevance of this research is determined by the fact that the impact of sponsorship on the innovativeness of art galleries is examined fragmentarily in academic literature; sponsorship is most often analyzed as a marketing or communication tool rather than as a factor shaping organizational, technological, or creative renewal. Therefore, this study seeks to reveal the relationship between sponsorship and innovativeness in the context of art gallery activities. Scientific problem – What impact does sponsorship have on the innovativeness of art gallery activities? Research object – the impact of sponsorship on the innovativeness of art gallery activities. Research aim – to determine the impact of sponsorship on the innovativeness of art gallery activities. Research objectives: 1. To analyze the concepts of sponsorship and innovativeness in art organizations. 2. To identify forms, tools, and motives of gallery sponsorship. 3. To determine the manifestations and levels of innovation in art galleries. 4. To develop a theoretical model of the impact of sponsorship on the innovativeness of art gallery activities. 5. Based on empirical research, to refine the theoretical model of the impact of sponsorship on the innovativeness of art gallery activities. Research methods. The theoretical part of the research applies methods of scientific literature analysis, comparison, and synthesis, enabling the examination of sponsorship, innovativeness, and the specific characteristics of art gallery activities in the cultural sector. The empirical part of the research employs a qualitative approach using semi-structured interviews. A collective case study strategy was chosen, allowing an in-depth investigation of the impact of sponsorship on the innovativeness of three art galleries – ARKA, Meno parkas, and The Rooster Gallery. Structure of the research. The research consists of two parts. The first part presents an analysis of scientific literature, examining the concept, forms, motives, and models of sponsorship, the significance of innovativeness in the cultural sector, and the characteristics of innovativeness in art gallery activities. A theoretical model of the impact of sponsorship on gallery innovativeness is also developed. The second part analyzes the results of the empirical research, revealing forms of sponsorship and their impact on technological, organizational, creative, and social innovativeness in art galleries. Based on the research findings, the theoretical model of the impact of sponsorship on the innovativeness of art gallery activities is refined. |
