AIMAC 2015


June 26th > July 1st

registration aimac
registration aimac

© Copyright photographies : Didier Doustin
Conception, design :
Développement :


Venue : Boyer de Fonscolombe
Mansion, 21 rue Gaston de Saporta
IMPGT, Aix-en-Provence

 08:30 - 09:30

Welcome of participants

 09:30 - 10:30

Plenary session – opening speech | Courtyard

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On Behalf of the Scientific Committee
Pierre-Jean Benghozi, Ecole Polytechnique, CNRS, ARCEP, Paris, co-chairman of AIMAC Scientific Committee


On Behalf of the Organizational Committe
Olivier Keramidas, Director of IMPGT, Aix-Marseille University, France
Anne Gombault, Head of Creative Industries Cluster, KEDGE Business School, France


Practical information
Claire Grellier, Project Manager of Creative Industries Cluster, KEDGE Business School, France
Sophie Lamouroux, Lecturer at IMPGT, Aix-Marseille University, France

 10:30 - 11:00

Contemporary dance performance - coffee break

 11:00 - 12:30

Plenary session 1 – Round table 1 | Amphi Zyromski
When the Global meets the Local - Leading Art and Cultural Cooperation in the Mediterranean Region

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Introductory keynote speaker:
Jaime Ruiz-Gutierrez, School of Management, Universidad de los Andes , Columbia

Emmanuelle Moustier, IMPGT, Aix-Marseille University, France

Guest Speakers :
François Zabbal, Qantara, Museum of the Arab World
Mikael Mohamed, International Relations, MUCEM
Bernard Foccroulle, Director, Aix Festival
Omar Daniel Belli, President, ECUME

Talk about international cooperation today requires a global, balanced and inclusive approach. More pregnant, when the global meets local, a consensus is emerging, including at the highest level of cooperation agencies, dealing with the importance of supporting local development and decentralized cooperation. Operating on the basis of project management, partnership actions at a sub-national level have many advantages compared to the global approach, even though often the political instability facing the helped country limits the effects of the latest.
The Mediterranean is in this case. The process of the Euro-Mediterranean cooperation, defined for the first time in 1995, suffered head-on the changes in international politics, but also the impact of political instability resulting from conflicts in the Region. Recent events that still shake the Southern Mediterranean and the qualified success of the Euro-Mediterranean partnership lead to some newer concepts/referents than those which have influenced cooperation policies in this area.
The Mediterranean has always been a symbol of cultures and traditions coexistence. In this mosaic of cultures, with different ethnic backgrounds and religions, the human, social and cultural development, the mutual knowledge, understanding and dialogue are all key conditions of peaceful coexistence and common development. Yet, in reality, the cultural agenda of the Barcelona Declaration highly remained marginalized. Human topic must be at the center of new cooperation models, based on the public institutions, the private sector and the civil society interactions to promote a more efficient, focused and coordinated approach implementing specific partnerships in the cultural field in particular.
This round table aims at questioning the aspects of cultural diversity around the Mediterranean and the stakes of cooperative cultural projects. How can we reinvent cultural cooperation across the Mediterranean in this new context? How leaders of cultural and creative projects can appropriate themselves the specificities of Mediterranean cultures? Beyond the traditional dimension of these cultures, how they create modernity and innovation? How do they promote intercultural dialogue between North and South? Different leaders of cultural and creative organizations, spread around the Mediterranean area, debate on goals and managerial processes of cooperative projects.


Provence lunch at Pavillon Vendôme

 14:30 - 16:30

Parallel session 1

Track 1 – Consumer Behavior

14.30-16.30 | Amphi Zyromski


Data mining and learning of audiences: The Art Fair of Bogotá (ARTBO)

Jaime Alberto Ruiz-Gutiérrez, Mauricio Ruiz Valdivieso, Philip Grant, Manuela Mesa


‘Know thyself’ in arts consumption: A case for the use of autoethnography in arts research 

Marta Massi, Paul Harrison


Nurturing positive word of mouth for the arts

Steve Oakes, Helen Oakes


Attitude toward a retro-marketing product : a case from the graveyard

François Marticotte

Track 2 - Strategic Marketing

Track 3 – Strategic Management

14.30-16.30 | Room Platon


Strategic Renewal, Experimentation and Innovation in Israeli Dance Companies

Tamar Sagiv, Allègre L. Hadida, Israel Drori


Balancing exploitation and exploration in Flemish Cultural centers:

An in-depth comparative case-study

Nele Cannaerts, Jesse Segers , Erik Henderickx


The End of Fine Arts? A Model of Diversification Strategies in Arts Museums

Emmanuel Coblence, François Normandin, Serge Poisson-de Haro


La diversification de l’offre des bibliothèques municipales par le spectacle vivant

dans les métropoles du Grand Paris et d’Aix-Marseille-Provence

Daniel Urrutiaguer

Track 4 – Organizational Behavior and Human Resource

Track 5 – Cultural Policies

Track 6 – Creative Industries

14.30-16.30 | Room Maïmonide


Creative innovation: Conceptualising innovation for the creative industries

Yosha Wijngaarden, Erik Hitters, Pawan Bhansing


The new middlemen of the digital age: the case of cinema

Pierre-Jean Benghozi, Elisa Salvador, Jean-Paul Simon


Opera in a Global World: Internationalization Practices in the Beijing National Centre for the Performing Arts

Silvia Giordano, Yesim Tonga Uriarte


Live Opera vs Live in HD Opera: Collaborators, Competitors or both?

Philip Grant, Jaime Alberto Ruiz-Gutiérrez


Creativity, innovation and visitor experience management in Creative Industries

Carmen Camarero, José Garrido, Eva Vicente

Track 7 – Entrepreneurship

14.30-16.30 | Room Dante


What makes a cultural / social Entrepreneur? Impetus and influences in youth

Gesa Birnkraut, Carl Justus Escher


Cultural entrepreneurship in mature and less mature institutional fields:

Do musicians and music groups benefit from ambidexterity?

Saulo D. Barbosa, Danilo C. Dantas, Giovany C. Santana


Means and Ends: A Theory Framework for Understanding Entrepreneurship

in the US Arts and Culture Sector

Linda Essig


Context and human capacities in cultural entrepreneurship: Assessing the productive inclusion in Cartagena de Indias, Colombia

Aaron Espinosa, Elisabetta Lazzaro, Jorge Alvis, Gina Ruz



 17:00 - 19:00

Parallel session 2

Track 1 – Consumer Behavior

Track 2 - Strategic Marketing

Track 3 – Strategic Management

Track 4 – Organizational Behavior and Human Resource

Track 5 – Cultural policies

Track 6 – Creative Industries

Track 7 – Finance Control

 20:00 to 22:00

Visit of Fondation Vasarely



Lyric performance by Festival Aix-en-Provence at Théâtre de l'Archevêché