E-Commerce Opportunities in the Nonprofit Sector: The Case of New York Theatre Group

E-Commerce Opportunities in the Nonprofit Sector: The Case of New York Theatre Group

Ayman Abuhamdieh (Indiana State University, USA), Julie E. Kendall (Rutgers University, USA) and Kenneth E. Kendall (Rutgers University, USA)
Copyright: © 2008 |Pages: 15
DOI: 10.4018/jcit.2008010104

Abstract

To what extent does having a Web presence reflect on an organization’s e-commerce operations? Will a mere brick-and-mortar organizational Web site guarantee online success? This case presents the experience of the New York Theatre Group (NYTG), a nonprofit performing arts organization, in integrating e-commerce in its business practices. The case begins with a very broad overview of the nonprofit sector, the performing arts industry, its delivery channels, and the theatrical production process in general. Then attention turns to NYTG itself in terms of its history, organizational structure, its market segmentation, market trends, and forecasted growth. The strategic planning at NYTG, and the programs put in place to help it achieve its objectives and mission, are detailed. A survey that maps the demographic attributes of NYTG’s patrons and subscribers is discussed. The case concludes with the current e-commerce challenges facing NYTG in particular and the nonprofit performing arts organizations in general.

Complete Article List

Search this Journal:
Reset
Open Access Articles
Volume 21: 4 Issues (2019): 3 Released, 1 Forthcoming
Volume 20: 4 Issues (2018)
Volume 19: 4 Issues (2017)
Volume 18: 4 Issues (2016)
Volume 17: 4 Issues (2015)
Volume 16: 4 Issues (2014)
Volume 15: 4 Issues (2013)
Volume 14: 4 Issues (2012)
Volume 13: 4 Issues (2011)
Volume 12: 4 Issues (2010)
Volume 11: 4 Issues (2009)
Volume 10: 4 Issues (2008)
Volume 9: 4 Issues (2007)
Volume 8: 4 Issues (2006)
Volume 7: 4 Issues (2005)
Volume 6: 1 Issue (2004)
Volume 5: 1 Issue (2003)
Volume 4: 1 Issue (2002)
Volume 3: 1 Issue (2001)
Volume 2: 1 Issue (2000)
Volume 1: 1 Issue (1999)
View Complete Journal Contents Listing