Building Market Orientation in an Arts or Cultural Institution

Our paper investigates the concept of market orientation in the artistic or cultural institutions. Our starting point is the thesis that the concept of market orientation must take into account the characteristics of this specific industry. We conducted an exploratory study through semi-structured interviews with managing directors and marketing managers of 23 institutions. It allows us to propose a new operationalization of the market orientation in the cultural industry. The antecedents and consequences identified are also compared with certain models in the literature and empirical results over the last decade. Their differences are also explored.