ARC Linkage Awards Round One for funding commencing in January 2008
Faculty of Business and Law
Faculty of Business and Law
Deakin Business School
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
Collaborating/Partner Organisation(s)
Opera Australia
Administering Organisation: Deakin University
Project Summary
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.
