Essere "in" quando si sceglie di essere "out" : la gestione delle relazioni nel caso del Teatro Out Off

Marketing theory assigns increasing importance to relationship management considered to be the basis to create economic value for an organization firm’s future success. In general, an organization who is able to manage its different relationships is more likely to succeed in the market and gain competitive advantage over competitors now and in the future. As far as cultural industries the prospective is different. Although is broadly known that cultural firms need to interact and to create network with multiple markets, relationship marketing approach is not often taken into consideration. This work, though, 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. Toward this end, the article doesn’t aim at describing the “best practices” in the cultural context, but rather at exploring the specificities of this industry, which made it a case of two-sided markets. The investigated cultural institution is the Out Off Theatre in Milan.