University of Hertfordshire

From the same journal

By the same authors

Impact and OperaScotland, the listings and archive website.

Research output: Contribution to journalArticle

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Original languageEnglish
Number of pages14
Pages (from-to)51-64
JournalArts and the Market
Journal publication date2 May 2017
Volume7
Issue1
Early online date7 Apr 2017
DOIs
Publication statusPublished - 2 May 2017

Abstract

Purpose
The purpose of this paper is to reflect on the creation of a performing arts archive website, exploring impact in relation to the marketing and promotion of opera and understanding of opera history.

Design/methodology/approach
The paper sets out a case study reflection in relation to a social enterprise in the arts.

Findings
The paper confirms that development of a specialist or niche website is a slow process requiring significant effort and resource. Promotion draws on a variety of activities including networking, face-to-face selling, word of mouth and use of new media.

Research limitations/implications
The paper summarises participant experience of launching a hobby website in the cultural sector. Constraints such as patchiness of coverage are noted together with the need for collaboration. Finally, qualitative examples of impact are identified and discussed to indicate directions for further development and research.

Practical implications
A case study offering insights and potential learning points for those considering such projects or in similar positions.

Originality/value
The project described is unique yet addresses a research problem noted by many. The paper highlights some areas for future collaboration and research both nationally and internationally.

Notes

© Emerald Publishing Limited 2017 Dr. Peter Fraser is Senior Lecturer in Marketing at Hertfordshire Business School. Almost all of his teaching now lies in the areas of small business and entrepreneurship. He is an active member of the Academy of Marketing Special Interest Groups (SIGs) in Entrepreneurial and Small Business Marketing; and in Arts, Heritage, Non-profit and Social Marketing. His research interests lie in Arts Marketing especially the Performing Arts; and entrepreneurial and small business marketing. Along with his brothers Iain and Stephen he is a co-creator of the website OperaScotland.

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