AbstractsBusiness Management & Administration

The project is aiming at setting a strategy to realize “how de Doelen can be the musical culture centre of Rotterdam and build its reputation” and “how de Doelen can integrate the classical music concerts to the lives of the residents of Rotterdam 18 to 26”. To combine the two goals in the strategy, Brand Driven Innovation (Roscam Abbing, 2010) is introduced as the theoretical guideline. In Brand driven innovation, a Brand, which is de Doelen in the project, is the platform for a shared understanding between Marketing and Innovation, and between organisation and the Outside world (Roscam Abbing, 2010, p. 19). Brand driven innovation provides guideline. Different perspectives and theories are introduces to explicate Marketing, Innovation and the Outside world in the project. The main research question is formulated after the explication- “How can de Doelen integrate classical music experiences to the lives of Young Rotterdammers while developing itself as the musical centre of Rotterdam by involving Young Rotterdammers’ systematically under Brand driven innovation?”. Three researches are conducted to answer the main research question. The first research, context analysis, gives an overview of the detachment between de Doelen’s classical music experiences and Young Rotterdammers. The finding of Research one shows neither the existing classical music concert experiences nor de Doelen attracts young Rotterdammers. Three further questions are derived and answered in Research Tow and Research Three. Research Two, Lifestyle Research answers the two questions: 1. Both de Doelen and Young Rotterdammers expect de Doelen to be a part of Rotterdam’s society. However, De Doelen does not fit in the value of Rotterdam now. What are the values representing Rotterdam? 2. Classical music experiences do not fit in the lifestyles of Young Rotterdammers nowadays. What are those lifestyles? Research Two demonstrates de Doelen can integrate itself in Rotterdam through position the Brand as a “collaborative experimental” Brand. This position fits the values of Rotterdam. The Brand develops itself through collaborating with Young Rotterdammers in the possibilities of a classical music experience.   To investigate the lifestyles of Young Rotterdammers for discovering potential collaboration partners and fitting classical music experiences in their lives, a research method is proposed by the author. Five Rotterdammers lifestyles are targeted. Research three focuses on exploring the possibilities of classical music experiences with the five target lifestyles by answering the third question derived from the findings of Research one. 3. Young Rotterdammers’ needs of going to classical music experiences are hidden. How can de Doelen trigger the needs of them to integrate classical music experiences to their lives? Summarizing the three researches leads to the answer of the main research question. The answer is depicted in Strategy direction. A roadmap is illustrated. Different collaboration partners and experimental goals are set…