The multi-product nature of the firm in the arts sector: A case study on ‘Centro Zo’

This article studies the relevance of the multi-product nature of a firm whose core-business rests in the performing arts sector. A specific case study is presented, concerning ‘Centro Zo’, a firm which was born in Catania (Italy) about 15 years ago, to supply performing arts pieces. Now it is a multi-product firm, offering different goods and services. The multi-product choice is investigated from the firm’s perspective, and from the consumers’ standpoint. Fresh data, collected in 2013, are used to investigate the evaluations of the consumers about the different products, and their propensity to joint consumption. We show that the importance of different goods changes across different groups of consumers attending the live performances at Centro Zo. However, the multi-product choice allows the firm to sustain its core business, and –we suggest– makes it more independent from the local policy-makers.