Market orientation – a case study of three UK opera companies

This paper is based on a recent marketing study conducted as part of an MBA programme. It considers the applicability of marketing orientation in a nonprofit context and takes the case of three opera companies in order to investigate and explore the potential benefits and issues associated with attempting to achieve a market orientation in this environment. A key issue identified is the tension apparent between the need to remain financially stable and the artistic desire to preserve the operatic heritage by performing less popular works. A model is also introduced to explore these two dimensions in more detail. Copyright © 2000 Henry Stewart Publications.