Author: Crealey, Maria

Publication Year:

Media Type: Periodical (article)

Summary:

The development and marketing of new products is crucial to organizational growth in many industries, but formal models of new product and new service development are not often used in the arts.

Abstract:

"The development and marketing of new products is crucial to organizational growth in many industries, but formal models of new product and new service development are not often used in the arts. A review of new product/new service development in the marketing and innovation literature found that many models were inappropriate for the performing arts due mainly to their origins in commercial consumer products. However, performing arts products still require an audience, and new product development (NPD) models can provide a structure that balances artistic concerns with the need to reach audiences in a competitive environment. Many arts organizations fail to recognize that existing organizational and marketing practices are part of an NPD process. Resistance to the use of formal models may limit the ability of a performing arts organization to manage the process of bringing a new product to its audience. The value of using formal models lies in the opportunities to be identified at various stages for reducing the risks associated with all new products."

"This paper demonstrates the applicability of formal NPD models to the performing arts. It combines theoretical research with industry examples to outline a strategic approach to the development and marketing of new products. It proposes a new model of product development for the performing arts, using contemporary examples to identify testing and life-cycle management opportunities for increasing customer satisfaction and reducing the risk of new product failure."

"The purpose of this paper is to present a theoretical discussion of NPD models and the applicability of such models to the performing arts. Industry examples are used to illustrate the differences between commercial and artistic processes and to illustrate the benefits of formal models as a tool for strategic marketing and risk reduction. A review of the models in the literature provides the background for a discussion of new product risk. A new model is proposed, one that identifies key stages in the product development process. The example of the Brisbane Powerhouse, in Brisbane Australia, is used to illustrate the relevance of the model to contemporary arts organizations."

Arts & Intersections:

Categories: Fundraising