Corporate Heritage Brands and Co-Creation - A Case Study on The Royal Danish Theatre
(2015) BUSN39 20151Department 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)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/7523240
- author
- Mattsson, Linnéa LU and Stidsholt, Julie LU
- supervisor
- organization
- course
- BUSN39 20151
- year
- 2015
- 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}},
language = {{eng}},
note = {{Student Paper}},
title = {{Corporate Heritage Brands and Co-Creation - A Case Study on The Royal Danish Theatre}},
year = {{2015}},
}