BUILDING THE RELATIONSHIP BETWEEN THE CULTURE ORGANIZATION AND CLIENTS IN THE CROSS-BORDER MARKET

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F18%3A10241261" target="_blank" >RIV/61989100:27510/18:10241261 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.17512/pjms.2018.18.2.32" target="_blank" >http://dx.doi.org/10.17512/pjms.2018.18.2.32</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.17512/pjms.2018.18.2.32" target="_blank" >10.17512/pjms.2018.18.2.32</a>

Jazyk výsledku

angličtina

Název v původním jazyce

BUILDING THE RELATIONSHIP BETWEEN THE CULTURE ORGANIZATION AND CLIENTS IN THE CROSS-BORDER MARKET

Popis výsledku v původním jazyce

The concept of relationship on cross-border cooperation in sphere of culture has been recognised as very important in global strategic documents of European Union for more than a two decades. It is also increasingly reflected in the cultural polices of particular states, and-very importantly-cultural managers who are responsible for shaping the cultural offer in Euroregions are becoming more interested in this concept. Despite the increasing attention being paid to this topic among both practitioners and theoreticians of management, in none of these documents or other works can we find content that is directly related to the Polish-Czech cross-border cultural services market. This gap was the direct impulse for taking up research in this field. Based on in-depth interviews carried out with fifty experts from the Polish and Czech side of the Euroregion Beskidy, the possibilities of adapting the concept of relationship marketing in cultural organizations operating on the Polish-Czech cross-border market for cultural services were recognized The conducted research shows that Polish and Czech managers of cultural institutions differ in terms of the key instruments of the marketing mix. In their opinion they should have a primary application at the stage of strengthening ties, connecting cultural organization with Polish and Czech recipients of the cultural offer. According to Polish experts, the key instrument for building relationships (strengthening ties) is marketing communication, whereas in the opinion of Czech respondents these will be activities related to shaping the product.

Název v anglickém jazyce

BUILDING THE RELATIONSHIP BETWEEN THE CULTURE ORGANIZATION AND CLIENTS IN THE CROSS-BORDER MARKET

Popis výsledku anglicky

The concept of relationship on cross-border cooperation in sphere of culture has been recognised as very important in global strategic documents of European Union for more than a two decades. It is also increasingly reflected in the cultural polices of particular states, and-very importantly-cultural managers who are responsible for shaping the cultural offer in Euroregions are becoming more interested in this concept. Despite the increasing attention being paid to this topic among both practitioners and theoreticians of management, in none of these documents or other works can we find content that is directly related to the Polish-Czech cross-border cultural services market. This gap was the direct impulse for taking up research in this field. Based on in-depth interviews carried out with fifty experts from the Polish and Czech side of the Euroregion Beskidy, the possibilities of adapting the concept of relationship marketing in cultural organizations operating on the Polish-Czech cross-border market for cultural services were recognized The conducted research shows that Polish and Czech managers of cultural institutions differ in terms of the key instruments of the marketing mix. In their opinion they should have a primary application at the stage of strengthening ties, connecting cultural organization with Polish and Czech recipients of the cultural offer. According to Polish experts, the key instrument for building relationships (strengthening ties) is marketing communication, whereas in the opinion of Czech respondents these will be activities related to shaping the product.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Polish Journal of Management Studies

ISSN

2081-7452

e-ISSN

—

Svazek periodika

18

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

14

Strana od-do

402-415

Kód UT WoS článku

000457451500032

EID výsledku v databázi Scopus

2-s2.0-85059933814