Title: Dynamic pricing in subsidized performing arts
Authors : Labaronne, Leticia
Slembeck, Tilman
Published in : International Journal of Nonprofit and Voluntary Sector Marketing
Volume(Issue) : 20
Issue : 2
Pages : 122
Pages to: 136
Publisher / Ed. Institution : John Wiley & Sons
Issue Date: 2015
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subject (DDC) : 306: Culture
Abstract: While current pricing strategies in public theaters are mostly based on static schemes, this paper analyzes the potential of dynamic pricing. Subsidized performing arts organizations face the challenge of selling a fixed capacity (available seats of a venue) to a broad and varied audience. Based on the literature and on empirical evidence from a survey among Swiss theaters, we discuss whether and to what extent yield management and uniform-price auctions—two widespread dynamic pricing mechanisms in the Internet age—can be applied to public theaters in view of the particular goals and targets imposed by their source of funding and by subsidy contracts. Our analysis suggests that although the application of yield management may not be advantageous in the current environment, the introduction of dynamic elements (including auctions) to prevailing pricing strategies can help public theaters respond to temporal demand fluctuations and fill up performances with a varied audience.
Departement: School of Management and Law
Organisational Unit: Center for Economic Policy (FWP)
Center for Arts Management (ZKM)
Publication type: Article in scientific Journal
DOI : 10.1002/nvsm.1528
ISSN: 1465-4520
URI: https://digitalcollection.zhaw.ch/handle/11475/8471
Appears in Collections:Publikationen School of Management and Law

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