engleski

Importance of strategic planning in culture: the case of music events

Strategic planning has always been a historically important activity. In ancient times, strategic planning was primarily a task taught of and accomplished by military leaders. In modern times, more or less same principles apply for strategic planning done by managers in business context. It is always about thorough environment analysis followed by goals setting, that would transfer the organization from the current state of existence to the willing one in the future. As such, strategic planning enables growth and development through gaining competitive advantage. Recent literature provides insight into use of strategic planning principles in managing culture events, too. However, the findings are still scarce so with the wish to build on that body of knowledge, authors of this paper formulated their initial research question as: What are the benefits of strategic planning of culture events, primarily musical events. For the purpose of theoretical framework we have done a relevant literature review. In the empirical part of the paper we considered all major musical events in the city of Osijek and have finally chosen „Osijek’s musical wednesday“ as a representative event for our case study and SWOT analysis. As with many other case studies, our findings have a limitied ability of generalization so future studies might research a bigger sample of events. However, our findings could help both scholars to gain the new perspective on the topic as well as practicioners running these events, to be more efficient in ther work.

strategic planning ; music events ; SWOT

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