Strategie (nie)instytucji kultury. Studium przypadku Zamku Cieszyn
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The aim of the article is to characterize the strategies of organizations in cultural industries, and as an exemplification one of cultural (no)institutions (Zamek Cieszyn) was chosen. Zamek Cieszyn is an unusual institution, because it combines the best elements from for-profit organizations with those from non-profit organizations. It is an example of good practise of managing an organisation in cultural industries. The author applies an appropriate methodology. The research method is a critical analysis of academic literature (a desk research) and a case study method. In the article, the author develops and supplements theoretical proposals, which are empirically verified in the case study. To sum up, creating and realizing strategies in organisations in cultural industries is a difficult task, since it is affected by the following factors: organizations’ goals that are different from the goals in for-profit organizations, the necessity to manage conflicting activities; the need to reconcile different expectations of stakeholders; the unpredictability of the environment and influence of political factors.
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