Art South-South Trust: A critical analysis of the voice of customer

Research output: ThesisMaster's thesisTheses

Abstract

The research allows insights into how the performance of a Namibian arts organisation, Art South-South Trust (ASST), can be advanced through a suitable marketing strategy that focuses on its customers’ business priorities and a suitable customer value proposition that allows successful value exchanges. This project investigates how a sustainable customer value proposition can be designed by translating the voice of customer (VOC) into meaningful objectives, specifically for arts and cultural business.
This project is based on case study research that included two focus groups – artists, designers and artisans and arts organisation from Namibia and South Australia. The research allows insights into how the performance of ASST can be advanced through a marketing strategy that is informed by the VOC that is based on data that support an understanding of ASST’s target markets and the role of marketing in Namibian art worlds.
The key implications of this research are that the ASST trustees are able re-evaluate the trust’s current vision, competitive position and the impact of its services. It also allows ASST to gain insights into arts markets in general and specifically in Namibia, and the marketing challenges artists and their organisation face.
Original languageEnglish
Awarding Institution
  • Australian Institute of Business
Award date15 Oct 2015
Publication statusUnpublished - 2015
MoEC publication typeG2 Master's thesis, polytechnic Master's thesis

Field of science

  • Other humanities

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