Relationships among levels of government support,marketing activities,and financial health of nonprofit performing arts organizations |
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| Authors: | Theresa A Kirchner Edward P Markowski John B Ford |
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| Institution: | 1. School of Business-Department of Marketing, Hampton University, USA;2. Business Administration Department-Decision Sciences, Old Dominion University, USA;3. Business Administration Department-Marketing, Old Dominion University, USA |
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| Abstract: | - This exploratory study researches and analyzes the empirical effects of financial levels of government support and marketing practices on the financial health of nonprofit performing arts organizations. Declining government subsidies and increasing competition from non-traditional sources have presented these organizations with unique opportunities and challenges that call for a market-centered, as well as an art-centered approach. Financial health is critical for the long-term success of a nonprofit performing arts organization. Few empirical studies have examined the interrelationships between these key variables. This study analyzes a sample of 63 American professional symphony orchestras employing 20 years of data. The correlations among financial levels of government support and marketing activities were positive and significant, the correlations among levels of government support and financial health were negative and significant, and the correlations between levels of marketing activity and financial health were negative and varied in significance. Causal analyses were less conclusive, but significant causal relationships were found for large symphony orchestras, indicating that segmentation research may be warranted. Implications and opportunities for future research are presented which have potential application for government agencies, academic researchers, and arts organization managers, boards of directors, and donors.
Copyright © 2006 John Wiley & Sons, Ltd. |
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