The dissertation examines art as a very specific luxury commodity that is difficult to define and place on a market. The objectively given uncertainty of an art market does not seem to be consistent with the investment function of an artwork. The price of this product is unstable and non transparent and it is generally formed through a marketing tool - a commercial art fair. The main aim of this dissertation is to uncover the specifics of the fine art market. The secondary objective is to determine how emerging art from the Czech Republic is represented on a global scale. The research method included expert opinions from interviews as well as statistical processing of survey answers from several different professions. The main outcome of this research found out expert opinions from prominent art institutions around the world, and their awareness of Czech contemporary art. The beneficial factor of this research is the recommendation for Czech artists and commercial galleries to penetrate the global market. Beside the practical benefits there are additional benefits for science, as the information and research is taken from different fields, which is not so sufficiently monitored or presented as well in the Czech Republic. The focus on the pedagogical benefits are evident as the author has paid much attention to these issues for several years in the conext of regular lectures on the art of marketing at the University of Economics in Prague.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:203753 |
| Date | January 2013 |
| Creators | Dvořák, Olga |
| Contributors | Boučková, Jana, David, Jiří, Němeček, Jan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/doctoralThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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