Culture is future » Financing and economic models

11.05.2012

The development of bundles in culture: a source of revenue ?

The development of bundling – involving offering several products or services for sale as one combined product – constitutes a marketing strategy of diversification becoming more and more settled in the cultural sector. Thus, we will consider why bundles are pushing growth in the cultural sector by offering additional sources of revenue. We will also focus on models of bundles specifically adapted to the needs of every branch of the cultural sector (museums, movie industry, theatre, music…) in accordance with their strategic objectives.

A contribution of the ESSEC, by Gaëlle Bidan, Hortense de Méritens, Laurine Mortha and Thibaud Sonntag.

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