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LP0882060 Prof RN Shaw
Title: Understanding innovative opera attendees: modelling the responsiveness to marketing alternatives in a dynamic subscription market.
2008 : $ 130,000
2009 : $ 100,000
2010 : $ 85,000
Primary RFCD: 3502 BUSINESS AND MANAGEMENT
Administering Organisation: Deakin University
Opera performances are valuable components of Australia's performing arts profile, both historically and currently. However, in an increasingly competitive and commercial environment, opera marketers need to understand better how to match potential consumers to the available operas, including inexperienced consumers and unfamiliar or esoteric operas. This research project will inform opera marketers of the major influences in a dynamic opera environment, and provide an improved understanding of how to address market segmentation and product portfolios in an optimal way, so that consumer satisfaction and company profitability are maximised, while encouraging innovation of an international standard and employment opportunities locally.