Course blog for American University PERF-570, Fall 2014
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Last week I visited Corcoran Gallery of Arts with some of you. The gallery is marvelous, but it has to be swallowed up by a larger and healthier institution to survive, which makes me to think how much mismanagement contributes to the final fate of Corcoran. The even worse thing happens to Wedgwood Collection, which is considered one of the premier assemblages of ceramics in the world and belongs to Waterford Wedgwood, the company placed under bankruptcy protection in 2009. Wedgwood Collection will be under auction if there is no £2.7 Million to save it.
There are many reasons why Wedgwood Collection goes to its end, and in my opinion the main cause is the Waterford Wedgwood’ bankruptcy, which leads to shortage of financial support. Most people think Wedgwood is a “luxury” and a “traditional” brand, with no inexpensive lines or innovative designers. However,Wedgwood was offering cheaper lines for different segments of population and has hired hot designers, but has failed to advertise this fact. The the unefficient marketing in some degree was destroying the company with 250 year history.
As future manager of arts field, we should take the responsibility to connect the organization and customers. Every single step forward is not easy, so why not let customers know our efforts and endeavor?