Metropolitan Opera versus Vienna State Opera: A Comparative Study of Their Cultural and Management Policies
In selecting the Metropolitan Opera and the Vienna State Opera for focused study, the research adopts a comparative approach to illuminate cultural similarities and differences. The 2 organizations, although grounded in very different historical developments, are both structurally bound organizations, with similar well-focused missions and in the practical issues associated with the operation of world-class opera performances. Opera combines many art forms into one; theatre, symphonic orchestra, western literature and singing. For this reason, it is one of the most complex and expensive art forms to produce. A study of opera companies, therefore, could take many forms and directions. This study is meant for design management and marketing strategies on the 2 chosen opera companies from the 2 different countries.
Through the comparative study of these 2 organizations, the paper attempts to examine the following:
(a) How these 2 cultural institutions sustain themselves given their current funding options.
(b) How different cultures shape their audiences’ preferences and their taste towards operas.
(c) How audience preferences influence the opera houses’ marketing strategies, ticket sales via the use of modern technologies, as well as the development and presentation of artistic products in each country.
(d) How these 2 cultural organizations seek new sources of funding, e.g., ways to invite corporate sponsorships.
Keywords: Metropolitan Opera, Vienna State Opera (Wiener Staatsoper), Opera houses – Management, Opera houses – Management policies, Opera houses – Cultural policies, Opera houses – Funding
Dr. Patrick Lo
Cataloguing Librarian, Assistant Librarian, Cataloguing Section, Lingnan University Library