DISSERTATIONfinal doc
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Napier University Business School
Master of Science
In
Business Administration
An exploratory study examining why businesses support arts festivals in Britain
By
John Godfrey
17 September 2004
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ABSTRACT
This dissertation describes the result of an exploratory study examining why businesses support arts festivals. Business support for festivals is important to them and some evidence of its vulnerability was drawn from statistics showing its fluctuation in recent years. The study takes into account that academic research identifies different categories of support such as sponsorship, corporate social responsibility (CSR), corporate philanthropy
(CP), cause related marketing (CRM) and corporate community involvement
(CCI) and explores whether these present any practical considerations to arts festivals in seeking support.
The research methodology is qualitative. In depth interviews were undertaken with six arts festivals and twelve businesses. The findings presented follow a linear form: statement of problem, a review of the literature, explanation of the methodology used, presentation of data and, finally, analysis and conclusion. The study concludes arts festivals continue to have good potential for attracting business support. Amongst their strengths is the variety of activities festivals are able to offer that meet a range of business objectives described by the literature of sponsorship, CSR, CP, CRM and CCI. However it proposes a continuum as a model of business support for festivals, as a more helpful conceptual tool than emerges from the blurred and overlapping conceptualisations inherent in the literature.
PDFMAILER.COM Print and send PDF files as Emails with any application, ad-sponsored and free of charge
Napier University Business School
Master of Science
In
Business Administration
An exploratory study examining why businesses support arts festivals in Britain
By
John Godfrey
17 September 2004
PDFMAILER.COM Print and send PDF files as Emails with any application, ad-sponsored and free of charge www.pdfmailer.com
ABSTRACT
This dissertation describes the result of an exploratory study examining why businesses support arts festivals. Business support for festivals is important to them and some evidence of its vulnerability was drawn from statistics showing its fluctuation in recent years. The study takes into account that academic research identifies different categories of support such as sponsorship, corporate social responsibility (CSR), corporate philanthropy
(CP), cause related marketing (CRM) and corporate community involvement
(CCI) and explores whether these present any practical considerations to arts festivals in seeking support.
The research methodology is qualitative. In depth interviews were undertaken with six arts festivals and twelve businesses. The findings presented follow a linear form: statement of problem, a review of the literature, explanation of the methodology used, presentation of data and, finally, analysis and conclusion. The study concludes arts festivals continue to have good potential for attracting business support. Amongst their strengths is the variety of activities festivals are able to offer that meet a range of business objectives described by the literature of sponsorship, CSR, CP, CRM and CCI. However it proposes a continuum as a model of business support for festivals, as a more helpful conceptual tool than emerges from the blurred and overlapping conceptualisations inherent in the literature.
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