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dc.contributor.authorLabaronne, Leticia-
dc.description.abstractPricing strategies in public theaters are based mostly on static schemes with an emphasis on price differentiation. While the latter enables them to serve a broad customer base, static pricing does not allow short-term responses to demand fluctuations. Dynamic pricing could address this "problem of inflexible ticket prices in the performing arts" (Heilbrun & Gray, 2006) by adjusting prices to deal with excess demand or supply. This study, whose scope was limited to the theaters affiliated with the Association of Swiss Theatres, explores whether and how Yield Management (YM) can be applied to public theaters in view of the particular goals and/or targets imposed by their source of funding and subsidy contracts. Research was approached using a quantitative method and conducting a full sample survey. The discussion elaborates on the underlying assumptions and conditions for successful YM implementation and whether these can be satisfied in the context of Swiss public theaters. Analysis suggests that the current potential of YM is rather limited. Nevertheless, the introduction of few dynamic elements to prevailing pricing strategies such as discount price policies in late booking periods can help public theaters respond to temporal demand fluctuations and fill up performances.de_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectPerforming artsde_CH
dc.subjectArts managementde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.subject.ddc700: Künste und Unterhaltungde_CH
dc.titleYield management for public theaters?de_CH
dc.typeKonferenz: Paperde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitZentrum für Kulturmanagement (ZKM)de_CH
zhaw.conference.detailsAcademy of Marketing Conference 2013, Cardiff, Wales, 8-11 July 2013de_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
Appears in collections:Publikationen School of Management and Law

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Labaronne, L. (2013). Yield management for public theaters? [Conference paper]. Academy of Marketing Conference 2013, Cardiff, Wales, 8-11 July 2013, 71–79. https://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0201_paper.pdf
Labaronne, L. (2013) ‘Yield management for public theaters?’, in Academy of Marketing Conference 2013, Cardiff, Wales, 8-11 July 2013, pp. 71–79. Available at: https://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0201_paper.pdf.
L. Labaronne, “Yield management for public theaters?,” in Academy of Marketing Conference 2013, Cardiff, Wales, 8-11 July 2013, 2013, pp. 71–79. [Online]. Available: https://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0201_paper.pdf
LABARONNE, Leticia, 2013. Yield management for public theaters? In: Academy of Marketing Conference 2013, Cardiff, Wales, 8-11 July 2013 [online]. Conference paper. 2013. S. 71–79. Verfügbar unter: https://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0201_paper.pdf
Labaronne, Leticia. 2013. “Yield Management for Public Theaters?” Conference paper. In Academy of Marketing Conference 2013, Cardiff, Wales, 8-11 July 2013, 71–79. https://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0201_paper.pdf.
Labaronne, Leticia. “Yield Management for Public Theaters?” Academy of Marketing Conference 2013, Cardiff, Wales, 8-11 July 2013, 2013, pp. 71–79, https://marketing.conference-services.net/resources/327/3554/pdf/AM2013_0201_paper.pdf.

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