Business Commons^™

Covid-19 & Broadway: A Comparative Analysis Of The Shifting Marketing Strategies Of Playbill And The Broadway League, Leah Gaffney

Honors College Theses

On March 12th, 2020, all Broadway productions closed their theaters due to the declaration of the Covid-19 global pandemic. This shutdown led to companies in the Broadway industry transitioning to nontraditional marketing strategies. This paper will outline how the Covid-19 pandemic led to changes in strategic marketing decisions and compare the motivations of these decisions for two Broadway companies: Playbill and The Broadway League. Previous literature denotes changes to marketing strategies as a result of other historic events in the
industry, and current news sources provide industry insight into the campaign discussions.Primary research will be conducted through one-on-one structured interviews …

The Artist's Artist, Katherine Cacopardo

Honors Scholars Collaborative Projects

My senior project is the creation of a brand identity that explores how sounds, words, and imagery work together to create a complete experience by illustrating the recorded music and lyrics of fellow honors student McCall Chapin. My project includes album/single artwork, one music video, one lyric video and lyric video concepts for each of the other songs, streaming strategy, social strategy, and supplementary photos and graphics for promoting the work on social media. The idea is to create a complete brand that not only fits who McCall Chapin is as an artist but also visually tells the story of …

Market Segmentation Of Wine In Ireland: Are We Fostering A Desirable Consumption Culture?, Enea Bent

Dissertations

The aim of this research is to evaluate the wine sector in Ireland and its impact on the wine consumption culture that is being promoted here as a result. With supermarkets leading in terms of sales, this study evaluates the product offering of the various types of retailers and the attainability of the same to different demographics of consumer. A high level of government intervention in the industry is highlighted throughout the study, the intention and subsequent successes and failures are examined. A comparison to the rest of Europe and the United Kingdom is carried out to understand Ireland’s position …

Improving Arts Management/Marketing Efficiency: Optimizing Utilization Of Scarce Resources To Produce Artistic Outputs, Theresa A. Kirchner, Linda L. Golden, Patrick L. Brockett

Marketing Faculty Publications

Purpose

This longitudinal research examines US symphony orchestra sector organizations to determine individual efficiencies in allocating resources (donations, governmental/private funding, etc.) for desirable outputs (concerts, educational programs, community outreach). It provides researchers and managers with a tool for identifying, assessing and mitigating organizational inefficiencies.

Design/methodology/approach

This study assesses relative efficiencies in performing arts organizations using Data Envelopment Analysis (DEA), a widely-used nonparametric data-intensive benchmarking technique that determines an optimal “production frontier” of best-practice organizations among their peers and assesses their abilities to turn multivariate inputs into multivariate desired outputs.

Findings

This analysis highlights efficiency differences in a wide range of …