ARC Linkage Awards Round One for funding commencing in January 2008

Faculty of Business and Law

Deakin Business School

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


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.


Deakin University acknowledges the traditional land owners of present campus sites.

1st December 2009