Essere ‘In” quando si sceglie di essere “Out’: La gestione delle relazioni nel caso del Teatro Out Off

This work focuses on the application of the relationship management approach to the cultural industries, defined by several markets to deal with and various and interdependent counterparts to cope with. We investigate the Out Off Theatre in Milan, an experimental theatre that has recently started to pay much attention to the success of its marketing policies. Through several empirical analysis we focus on the most critical markets, concluding that cultural organizations should manage relationships with multiple players and pay attention to the synergic interactions that make these industries a case of two-sided markets.