MARKET ALIGNMENT AND DECISION MAKING PROCESSES
Date
2011-06-07
Authors
Opperman, Deon
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Abstract
The purpose of this research was to investigate the extent to which the
decision making style of the selection committees of the three national South
African performing arts festivals succeeded in supplying an entertainment
product mix that satisfied the demand of their respective audiences.
A conjoint analysis of festival audiences was utilised to compare and contrast
entertainment product demand with actual entertainment product supply as
recorded in the festival programs. Key members of the selection committees
were interviewed to determine the decision making style of the committees.
The main findings were that the entertainment product mix supplied by all
three festivals was substantially out of alignment with the entertainment
product mix demanded and that the decision making process of all three
selection committees tended towards an intuitive, naturalistic style with very
little reference to empirical market intelligence
Description
MBA - WBS
Keywords
Decision making processes, Performing Arts Councils