Authors : Hossein Sharifi Renani, Zahra Manian and Marziye Hoseini
Abstract: Art economy is the newborn scientific scope trying to prepare a field for art to enter to business market in order to create an income source for artist and to create a strategy for development countries through improving economic indices. Importance role of traditional arts in this scope as well as social and cultural scopes is obvious. This study aims to identify effective factors in commercialization of traditional arts to help involved persons for development of theses arts. This study is applied with descriptive method in which researcher-made questionnaire including 5-point Likerrt scale and 73 items were used to analyze effective factors in commercialization of traditional arts. Face and content validity of questionnaire was confirmed in accordance with the pinion of advisor professor and some experts in this field and reliability of the questionnaire was gained using Cronbach’s alpha equal to 0/92. Statistical population of this study includes activists in traditional art of Isfahan, Iran. To determine effective factors in commercialization of traditional arts based on Jolly Model some factors were studied. These factors comprise idea creation, equipping and approval of profits, commercial processing, mobilization of resources for display, displaying content in products and processes, equipping components of market, promoting acceptance level, equipped with complementary assets to deliver the goods, retaining commercialization status and achieving long-term profits of commercialization.
Hossein Sharifi Renani, Zahra Manian and Marziye Hoseini, 2016. Effective Factors in Commercialization of Traditional Arts in Isfahan from the Perspective of Activists in this Field. International Business Management, 10: 3380-3388.