Abstract
Creativity is today defining boundaries of cultural industries in Europe and out of Europe. Creativity does not include only performing and visual arts but also material culture, tangible and intangible heritages, education, television, knowledge intensive industries, advertising, etc. The creativity can be both for-profit and not-for-profit, too. Taking into account multiple features and strategies of creative entrepreneurs, the debate among lecturers, policy-makers and researchers is never ending. While the boundaries of the concept ‘culture’ are vanishing into ‘creativity’, main strategies of cultural and creative entrepreneurs are evolving, too. Above all, revenue maximization and diversification are leading the not-for-profit creativity out of the contemporary crisis of resources and funds. Thanks to a k-means clustering we investigated 2012s costs and revenues of a sample of the USA creativity: museums, symphony orchestras, theatres, universities and public televisions. Four main profiles emerged according to performances of marketing, fundraising, investing and other financing. Bigger clusters are the marketing expert and the revenue diversifier with loss. The revenue diversifier of a less crowded cluster is the most profitable and the most solvent, instead. The fundraiser is not the most crowded cluster but he profits by the second highest gain of the sample.
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Appendix: Composition of Clusters (Alphabetical Order)
Appendix: Composition of Clusters (Alphabetical Order)
MAINE PUBLIC BROADCASTING-LEWISTON | 1 |
GEORGE WASHINGTON UNIVERSITY-ASHBURN | 2 |
ROCHESTER UNIVERSITY-ROCHESTER | 2 |
MIAMI UNIVERSITY-CORAL GABLES | 2 |
CORNELL UNIVERSITY-ITHACA | 2 |
UNIVERSITY OF SOUTHERN CALIFORNIA-LOS ANGELES | 2 |
VANDERBILT UNIVERSITY-NASHVILLE | 2 |
NEW YORK UNIVERSITY-NEW YORK | 2 |
JOHNS HOPKINS UNIVERSITY-BALTIMORE | 2 |
GEORGETOWN UNIVERSITY-WASHINGTON | 2 |
TRUSTEES OF THE UNIVERSITY OF PENNSYLVANIA-PHILADELPHIA | 2 |
TEMPLE UNIVERSITY-PHILADELPHIA | 2 |
LOS ANGELES PHILHARMONIC ASSOCIATION | 2 |
TRUSTEES OF BOSTON UNIVERSITY-BOSTON | 2 |
ROUNDABOUT THEATRE COMPANY-NEW YORK | 2 |
CENTER THEATRE GROUP-LOS ANGELES | 2 |
MANHATTAN THEATRE CLUB-NEW YORK | 2 |
HENNEPIN THEATRE TRUST-MINNEAPOLIS | 2 |
CALIFORNIA MUSICAL THEATRE-SACRAMENTO | 2 |
CALIFORNIA INSTITUTE OF TECHNOLOGY-PASADENA | 2 |
WALNUT STREET THEATRE-PHILADELPHIA | 2 |
THEATRE UNDER THE STARS-HOUSTON | 2 |
PAPER MILL PLAYHOUSE-MILLBURN | 2 |
STARLIGHT THEATRE ASSOCIATION-KANSAS CITY | 2 |
AMERICAN REPERTORY THEATRE-CAMBRIDGE | 2 |
AUDITORIUM THEATRE OF ROOSEVELT UNIVERSITY-CHICAGO | 2 |
WASHINGTON UNIVERSITY-SAINT LOUIS | 2 |
COMMUNITY TV FOUNDATION SOUTH FLORIDA-MIAMI | 2 |
EASTERN EDUCATIONAL TV NETWORK-BOSTON | 2 |
SEATTLE SYMPHONY ORCHESTRA INC-SEATTLE | 3 |
BALTIMORE SYMPHONY ORCHESTRA INC-BALTIMORE | 3 |
INDIANA SYMPHONY SOCIETY-INDIANAPOLIS | 4 |
HOUSTON SYMPHONY SOCIETY-HOUSTON | 4 |
YALE UNIVERSITY-NEW HAVEN | 5 |
STANFORD UNIVERSITY BOARD OF TRUSTEES-PALO ALTO | 5 |
MOMA-NEW YORK | 5 |
MUSEUM OF FINE ARTS-BOSTON | 5 |
MUSEUM OF FINE ARTS-HOUSTON | 5 |
CLEVELAND MUSEUM OF ART-CLEVELAND | 5 |
STERLING AND FRANCINE CLARK ART INSTITUTE-WILLIAMSTOWN | 5 |
CORCORAN GALLERY-WASHINGTON | 5 |
UNIVERSITY OF NOTRE DAME DU LAC-NOTRE DAME | 5 |
BOSTON SYMPHONY ORCHESTRA INC-BOSTON | 5 |
TRUSTEES OF PRINCETON UNIVERSITY-PRINCETON | 5 |
MASSACHUSETTS INSTITUTE OF TECHNOLOGY-CAMBRIDGE | 6 |
MUSEUM ASSOCIATES-LOS ANGELES | 6 |
ASIAN ART MUSEUM FOUNDATION-SAN FRANCISCO | 6 |
CORPORATION OF FINE ARTS MUSEUM-SAN FRANCISCO | 6 |
SAN FRANCISCO SYMPHONY-SAN FRANCISCO | 6 |
CHICAGO SYMPHONY ORCHESTRA-CHICAGO | 6 |
MUSICAL ARTS ASSOCIATION-CLEVELAND | 6 |
PHILADELPHIA ORCHESTRA ASSOCIATION-PHILADELPHIA | 6 |
SAINT LOUIS SYMPHONY ORCHESTRA-ST LOUIS | 6 |
DALLAS SYMPHONY ASSOCIATION-DALLAS | 6 |
DETROIT SYMPHONY ORCHESTRA INC-DETROIT | 6 |
SAN DIEGO SYMPHONY ORCHESTRA ASSOCIATION-SAN DIEGO | 6 |
NASHVILLE SYMPHONY ASSOCIATION-NASHVILLE | 6 |
KANSAS CITY SYMPHONY-KANSAS CITY | 6 |
OREGON SHAKESPEARE FESTIVAL ASSOCIATION-ASHLAND | 6 |
CHICAGO THEATRE GROUP-CHICAGO | 6 |
AMERICAN CONSERVATORY THEATRE FOUNDATION-SAN FRANCISCO | 6 |
SHAKESPEARE THEATRE-WASHINGTON | 6 |
GUTHRIE THEATRE FOUNDATION-MINNEAPOLIS | 6 |
ALLEY THEATRE-HOUSTON | 6 |
FORD’S THEATRE SOCIETY-WASHINGTON | 6 |
CINCINNATI PLAYHOUSE IN THE PARK-CINCINNATI | 6 |
THEATER & ARTS FOUNDATION OF SAN DIEGO-LA JOLLA | 6 |
DUKE UNIVERSITY-DURHAM | 6 |
PUBLIC BROADCASTING SERVICE-ARLINGTON | 6 |
SESAME WORKSHOP-NEW YORK | 6 |
WNET-NEW YORK | 6 |
PUBLIC TV 19-KANSAS CITY | 6 |
HAWAII PUBLIC TV FOUNDATION-HONOLULU | 7 |
PHILADELPHIA MUSEUM OF ART-PHILADELPHIA | 7 |
WHITNEY MUSEUM OF AMERICAN ART-NEW YORK | 7 |
BROOKLYN INSTITUTE OF ARTS AND SCIENCES-BROOKLYN | 7 |
DETROIT INSTITUTE OF ARTS-DETROIT | 7 |
MINNEAPOLIS SOCIETY OF FINE ARTS-MINNEAPOLIS | 7 |
ISABELLA STEWART GARDNER MUSEUM-BOSTON | 7 |
CINCINNATI SYMPHONY-CINCINNATI | 7 |
MINNESOTA ORCHESTRAL ASSOCIATION-MINNEAPOLIS | 7 |
MILWAUKEE SYMPHONY ORCHESTRA-MILWAUKEE | 7 |
NEW WORLD SYMPHONY-MIAMI BEACH | 7 |
THIRTEEN-NEW YORK | 7 |
GREATER WASHINGTON EDUCATIONAL TELECOMMUNICATIONS ASSOCIATION-ARLINGTON | 7 |
WINDOW TO THE WORLD COMMUNICATIONS-CHICAGO | 7 |
TWIN CITIES PUBLIC TV-SAINT PAUL | 7 |
WHYY-PHILADELPHIA | 7 |
COMMUNITY TV OF SOUTHERN CALIFORNIA-BURBANK | 7 |
NORTH TEXAS PUBLIC BROADCASTING-DALLAS | 7 |
KCTS TELEVISION-SEATTLE | 7 |
KOCE-TV FOUNDATION-COSTA MESA | 7 |
ROCKY MOUNTAIN PUBLIC BROADCASTING-DENVER | 7 |
KVIE-SACRAMENTO | 7 |
SAINT LOUIS REGIONAL PUBLIC MEDIA | 7 |
VIRGINIA MUSEUM OF FINE ARTS FOUNDATION-RICHMOND | 8 |
MIAMI ART MUSEUM OF DADE-MIAMI | 8 |
DENVER ART MUSEUM-DENVER | 8 |
HONOLULU ACADEMY OF ARTS-HONOLULU | 8 |
MENIL FOUNDATION-HOUSTON | 8 |
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Besana, A. (2016). Profiling and Strategies of the Contemporary Creativity: Cluster Analysis of a USA Sample. In: Bilgin, M., Danis, H., Demir, E., Can, U. (eds) Business Challenges in the Changing Economic Landscape - Vol. 2. Eurasian Studies in Business and Economics, vol 2/2. Springer, Cham. https://doi.org/10.1007/978-3-319-22593-7_31
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