Approaches to Strategic Management of Bangkok Theater Network

Abstract

This research is a qualitative research with objectives to study the current state of strategic management of Bangkok Theater Network (BTN), and to look for an efficient and effective strategic management for BTN. The methods employed to collect the data is participant observations and in-depth interviews with stage play producers in the network, commercial stage play producers, and scholars in the field of stage performance. The findings reveal that the working platforms of the network are: 1) exposing the existence of the network to uphold stage performing arts. 2) looking for stages to present stage played in Bangkok, and                   3) sustaining the heritage of stage performing arts among young cohorts. It is found that members of the network operate in a flexible manner. There are three types of members, namely 1) ordinary members, 2) extraordinary members, and 3) academic members. The structure of management has 4 departments—1) production, 2) art direction, 3) programming, and 4) co-ordination. There are three sources of revenue—1) collecting form member fees and ticket selling for all performances, 2) pool money of the network, and 3) sponsorship. Members of the network closely work together in family fashion. They have strong artist inclination, shared values with passion for stage performance arts, high potential, and strong projection of self existence. The most valuable asset of the network is the sustainability of talented human resources who love performing arts. Being executives of the network is voluntary to do tough jobs intensively. Each executive respects individualism; they reciprocally admire each other’s expertise. An approach to a strategic management has been coined by the authors as STRONG ACT