Publikasjonsdetaljer

År
2011
Forfattere
ANDERSSON, T.
CARLSEN, J.
Publisert i/av
International Journal of Event and Festival Management, 2(1): 83-97
Region
Worldwide
Type
Artikkel
Nøkkelord
SWOT Analysis, Strategic Management , Stakeholder Analysis, Festival, Festivals, Festivaler, Strategisk ledelse
Abstrakt / Utdrag
The purpose of this analysis is to relate to the strategic orientation of public, private and not-for-profit festivals and the adoption of stakeholder, financial, marketing and management strategies that enable them to achieve their organizational objectives. The paper aims to address these issues. In order to test the effectiveness of this new strategic SWOT approach, data from the four-country study of festivals were employed to investigate how a strategic approach can be adopted by festival managers in the public, private and not-for-profit sector. The strategic issues that confront all festivals, including, financial management and related issues of costs, revenue, sponsorship and support are the subject of analysis. The findings indicate that among festival managers there are some interesting and significant differences between the three ownership types in terms of their strengths, weaknesses, opportunities and threats. Private and non-profit festivals are comparatively more strategic in responding to financial opportunities, threats and weaknesses and public festivals are more dependent on a single stakeholder and source of revenue. Other significant differences exist in terms of stakeholder management and sponsorship strategies, which can be explained with reference to resource dependency theory. This paper demonstrates that it has some utility in identifying strategies in response to financial, stakeholder and sponsorship imperatives. It also provides new insights into the strategic management of public, private and not-for-profit festival organizations using an original approach and an extensive four-country dataset.