Die Universität Passau und unser Lehrstuhl freuen sich auf den erneuten Besuch unseres Kollegen Prof. Mark D. Wickham, Senior Lecturer an der Universität von Tasmanien, Australien. Prof. Wickham wird am Montag, den 24.10., um 14:00 Uhr, im Raum 202, HK 14b, ein Seminar zu folgendem Thema halten:
Transferring theory to a new domain: Exploring the role of marketing theory in the arts and cultural sector
The transfer of extant theory to a new domain represents one of the most fertile, yet frustrating opportunities for researchers in the business discipline. This seminar provides a reflection on the experiences of three colleagues at the Universities of Tasmania and Liverpool/Sterling concerning their efforts to transfer extant marketing theory into the arts and cultural domain. At its core, the team took advantage of recognition in the literature that marketing concepts (such as ‘product’, ‘consumers’ and ‘value’) are poorly translated to the creative arts and cultural domain, and needed reconceptualization to improve our theoretical understanding of “how marketing works” in that setting.
Since embarking on this research program in 2012, the team around Mark Wickham has published various important publications on this topic. This seminar provides information about the rationale for the research program and how it developed as a stream of ongoing research; in summary, it will discuss the focus of each of the journal publications (and describe the incremental evolution of our ideas) and a review of the elements we feel have been critical success factors in our program so far.
Dieses Seminar findet im Rahmen des ICEBS Programms statt. Wir danken ICEBS als Sponsor für Marks Besuch und freuen uns auf ein paar forschungsintensive Tage.