Relationship marketing in the performing arts

The aim of this article was to contribute to a better understanding of how producers within performing arts look upon and behave in building and maintaining relations within a business-to-business network. Most of the empirical material was originally collected, mainly through interviews, for an extensive case study about the influence of the procurement of resources on artistic production. In this new study the empirical material from the four cases was focused in another way. Findings indicated that producers within the performing arts were often eager to develop good relations with other art producers. Concerning other types of relations, the situation was ambiguous, but there seems to have been some tendency towards scepticism about relations with distribution agents, grant givers and sponsors.Godkänd; 2003; 20120601 (andbra