University of Hertfordshire

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Impact and OperaScotland, the listings and archive website.

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Impact and OperaScotland, the listings and archive website. / Fraser, Peter; Fraser, Iain; Fraser, Stephen.

In: Arts and the Market, Vol. 7, No. 1, 02.05.2017, p. 51-64.

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Fraser, Peter ; Fraser, Iain ; Fraser, Stephen. / Impact and OperaScotland, the listings and archive website. In: Arts and the Market. 2017 ; Vol. 7, No. 1. pp. 51-64.

Bibtex

@article{6e0eb8354f0e45f88bb359010c1d6597,
title = "Impact and OperaScotland, the listings and archive website.",
abstract = "PurposeThe 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/approachThe paper sets out a case study reflection in relation to a social enterprise in the arts.FindingsThe 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/implicationsThe 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 implicationsA case study offering insights and potential learning points for those considering such projects or in similar positions.Originality/valueThe 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.",
keywords = "marketing, opera, archive, performing arts, new media",
author = "Peter Fraser and Iain Fraser and Stephen Fraser",
note = "{\textcopyright} 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.",
year = "2017",
month = may,
day = "2",
doi = "10.1108/AAM-08-2016-0013",
language = "English",
volume = "7",
pages = "51--64",
journal = "Arts and the Market",
issn = "2056-4945",
publisher = "Emerald",
number = "1",

}

RIS

TY - JOUR

T1 - Impact and OperaScotland, the listings and archive website.

AU - Fraser, Peter

AU - Fraser, Iain

AU - Fraser, Stephen

N1 - © 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.

PY - 2017/5/2

Y1 - 2017/5/2

N2 - PurposeThe 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/approachThe paper sets out a case study reflection in relation to a social enterprise in the arts.FindingsThe 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/implicationsThe 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 implicationsA case study offering insights and potential learning points for those considering such projects or in similar positions.Originality/valueThe 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.

AB - PurposeThe 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/approachThe paper sets out a case study reflection in relation to a social enterprise in the arts.FindingsThe 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/implicationsThe 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 implicationsA case study offering insights and potential learning points for those considering such projects or in similar positions.Originality/valueThe 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.

KW - marketing, opera, archive, performing arts, new media

U2 - 10.1108/AAM-08-2016-0013

DO - 10.1108/AAM-08-2016-0013

M3 - Article

VL - 7

SP - 51

EP - 64

JO - Arts and the Market

JF - Arts and the Market

SN - 2056-4945

IS - 1

ER -