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Corporate Heritage Brands and Co-Creation - A Case Study on The Royal Danish Theatre

Mattsson, Linnéa LU and Stidsholt, Julie LU (2015) BUSN39 20151
Department of Business Administration
Abstract
Thesis Purpose: The purpose of this study is to contribute to a further understanding of how managers of heritage brands within the arts and cultural sector can embrace co-creation activities to engage with and attract a broader segment of the market.

Methodology: The Royal Danish Theatre serves as a single-case study. It is drawn on data that was generated using a qualitative research approach. Primary data was collected through semi-structured interviews, and secondary data was gathered through books, journals and The Royal Danish Theatre’s official website.

Theoretical Perspective: The theoretical foundation is based on existing theories of heritage brands, co-creation and branding of arts and cultural institutions.

Empirical... (More)
Thesis Purpose: The purpose of this study is to contribute to a further understanding of how managers of heritage brands within the arts and cultural sector can embrace co-creation activities to engage with and attract a broader segment of the market.

Methodology: The Royal Danish Theatre serves as a single-case study. It is drawn on data that was generated using a qualitative research approach. Primary data was collected through semi-structured interviews, and secondary data was gathered through books, journals and The Royal Danish Theatre’s official website.

Theoretical Perspective: The theoretical foundation is based on existing theories of heritage brands, co-creation and branding of arts and cultural institutions.

Empirical Data: The empirical data consists of semi-structured interviews with the Marketing Manager at The Royal Danish Theatre, a Theatre Professor from the University of Copenhagen and eight Danish citizens.

Conclusion: The findings suggest that being a heritage brand does not delimit organisations from embracing innovative and progressive approaches in order to stay relevant to contemporary consumers. We therefore conclude that as a response to demands in the market, corporate heritage brands within the arts and cultural sector are wise to incorporate co-creation activities in order stay relevant to both existing and potential consumers. It was found that co-creation can be a way of embracing an innovative mindset, and we have presented five guidelines that may assist managers of heritage brands within the arts and cultural sector in embracing co-creation activities to attract and engage with wider audiences. (Less)
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author
Mattsson, Linnéa LU and Stidsholt, Julie LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
arts and cultural branding, strategic brand management, co-creation, heritage brand, The Royal Danish Theatre
language
English
id
7523240
date added to LUP
2015-08-10 14:32:24
date last changed
2015-08-10 14:32:24
@misc{7523240,
  abstract     = {Thesis Purpose: The purpose of this study is to contribute to a further understanding of how managers of heritage brands within the arts and cultural sector can embrace co-creation activities to engage with and attract a broader segment of the market.

Methodology: The Royal Danish Theatre serves as a single-case study. It is drawn on data that was generated using a qualitative research approach. Primary data was collected through semi-structured interviews, and secondary data was gathered through books, journals and The Royal Danish Theatre’s official website.

Theoretical Perspective: The theoretical foundation is based on existing theories of heritage brands, co-creation and branding of arts and cultural institutions.

Empirical Data: The empirical data consists of semi-structured interviews with the Marketing Manager at The Royal Danish Theatre, a Theatre Professor from the University of Copenhagen and eight Danish citizens.

Conclusion: The findings suggest that being a heritage brand does not delimit organisations from embracing innovative and progressive approaches in order to stay relevant to contemporary consumers. We therefore conclude that as a response to demands in the market, corporate heritage brands within the arts and cultural sector are wise to incorporate co-creation activities in order stay relevant to both existing and potential consumers. It was found that co-creation can be a way of embracing an innovative mindset, and we have presented five guidelines that may assist managers of heritage brands within the arts and cultural sector in embracing co-creation activities to attract and engage with wider audiences.},
  author       = {Mattsson, Linnéa and Stidsholt, Julie},
  keyword      = {arts and cultural branding,strategic brand management,co-creation,heritage brand,The Royal Danish Theatre},
  language     = {eng},
  note         = {Student Paper},
  title        = {Corporate Heritage Brands and Co-Creation - A Case Study on The Royal Danish Theatre},
  year         = {2015},
}