Defining market approaches in cultural organizations: an analysis of Italian theatres

Purpose – The purpose of this paper is to analyse the emergent role of market in cultural enterprises. Design/methodology/approach – The authors consider market as network and identify the role of the interaction process with a special focus on theatre organizations. Findings – The interactions are examined on the basis of relationship models, distinguishing for each of them the progressive changes in their structural components (actors, activities and resources) and the outcomes (economic, artistic, social) produced. Originality/value – The value of the study is to identify market representation by theatre organizations and to analyse their interactions with the market as a cumulative and continuous process.