STRATEGIC MANAGEMENT AND COMMUNICATION PROCESSES: CULTURAL INSTITUTIONS PREFERENCE

Abstract

This paper analyzes organizational structure, managerial practices, and challenges in performing arts management, with a focus on the Croatian National Theatre in Zagreb (CNT in Zagreb). The aim of the research is to examine the impact of contemporary managerial and communication strategies on the development of Drama, Opera, and Ballet, and to identify key aspects influencing the professional and artistic progress of employees. The research is based on a combination of qualitative and quantitative methods, including literature analysis, case studies, and a survey conducted among theatre professionals. The results of the research indicate the need for more structured managerial approaches, improvements in organizational communication, and a systematic professional development of employees, which could significantly contribute to increasing the efficiency and sustainability of theatre institutions. It is concluded that strategic reorganization and the implementation of contemporary management models can positively impact working conditions, corporate communication, team dynamics, and the long-term sustainability of performing arts in Croatia.