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Question: Discuss about the Integrated Business Management Project. Answer: The place of art and culture in modern society Art and culture still holds a prominent place in the modern society, the connoisseurs of art and culture still appreciate it and it is being passed on their next generation. Art and Culture are very important part of heritage of any country. The taste of people might have changed, the new generation like modern music and contemporary art but the value of art and culture is still the same, it has not changed. People still visit art galleries, museums, exhibitions, theatre, concert and orchestras. The charm of art and culture still motivates many people to experience it and enjoy it. The concerts and orchestras have public who go and attend the programs on regular basis. Modern society likes the contemporary art and culture. It is innate in human beings to like their culture. Art and culture has always been associated with the rich and the upper class of the society. For the less privileged people experiencing art forms is a very costly affair also learning the art forms is limited to the upper class, because the cost for learning music and theatre art forms are very expensive. Deborah Bodra has made music accessible for all through her orchestra, she has given opportunity to the local latino community to showcase their talent to the public. She has also launched Youth Orchestra of Los Angeles, which is a musical education program, where the young children from the unprivileged communities based on El Sistema are given opportunity to learn various music forms. So that in future became famous musicians like Gustavo Dudamel who was hired by Deborah as the new music director of the Orchestra, he hails from the local latino community. Bodra made a YOLA center that was a community center for music where the programs of the orchestra for El Sistema can be exper ienced through the US (Rahbee 2015). Creating balance between audience and community It is very crucial for the orchestra to keep a balance between the audience and the community. They have to take care about the needs of their audience as well as the community. They have been including the local music forms from the local latino community. The orchestra has been including local rock, jazz and latino music. This is done to manage the different types of audiences. Audiences have different tastes, some like classical, some like rock, some like jazz and some contemporary music. In order to entertain all the audiences all kinds of music are included and not just the classical music. By including the local genres of music, orchestra retains the value of local community and their music. It is very important to give importance to the culture of the locality and orchestra knows this fact very well that they have been performing in a place where there are majority of latinos, their music and culture needs to be portrayed, this will make people from other communities aware abo ut the latino community and their culture. This is different from the traditional music that is mostly played by most of the orchestra, so in order to do something different so that people choose this particular orchestra over the other orchestras (Judkins 2015). Their aim is to target new audiences through organizing events and festivals that has huge cultural significance in the local community. The music director Gustave is very skilled as he can manage different genre and music from different communities, he himself is from latino community. Their intention is that people of listen to the music of the orchestra might return and become regular audience and so they have to create the environment in such a way that the audiences become comfortable and familiar with the surroundings. Performance Metrics Performance metrics are very important because it helps an organization to rate the performance of its operations. Through the performance metrics, it becomes very easy to determine the performance of the organization and this case orchestra. There are varieties of performance metrics that are being used by many business for measuring their performances. Customer Satisfaction- Under this there are many tools of performance metrics that can measure performance, like the voice of the customer, Customer satisfaction (CSAT), Net promoter score. All the organizations and service providers needs to measure the customer satisfaction because it forms the basis for determining whether the performance of the organization is up to the mark. The orchestra can determine how well their performances are so that they can make improvements. This score helps in identifying the problem area so that their solutions can be found out (Stangl and Thonemann 2014). Employee Satisfaction score- Another metrics that is used by many organization is employee satisfaction score, the technique it can be determined that how happy the employees are with their jobs and the working environment. In this surveys are conducted through which the employees are asked about their personal experience with the organization. This is one of the ways through the work pressure of the employees is reduced, this can be used in this particular case but it cannot be used for the artists, it can be used for the other departments like the marketing department. Productivity- Another metric is productivity, orchestra can measure the performance by seeing the evaluating the number of audiences they come across in every performances that they organize, whether the number is increasing of the number is decreasing. Cash flow- Another very important performance metrics that helps in measuring the performance of the organization is cash flows. Through this method the orchestra can measure the performance by evaluating the profit that orchestra is receiving from the shows that it is performing this can be done by calculation of the number of tickets that were sold (Joo 2017). Out of all the performance metrics Customer satisfaction would be the best to determine which would be best for Orchestra Philharmonic. They can conduct surveys after each performance so that the view of the points of each of the audiences forms the basis of the determining how good the performance was, it will be used because it is mostly used in the service industry where customer satisfaction determines the efficiency of the service (Butler et al. 2014). References Butler, M., Cochrane, L. and Larocque, A., Iperceptions Inc., 2014.Method and survey server for generating performance metrics of urls of a website. U.S. Patent Application 14/538,186. Joo, H., 2017. Investigation of Text Readability of the College Scholastic Ability Test and High School English Textbooks Based on Lexical Familarity and Syntactic Complexity.STUDIES IN ENGLISH EDUCATION,22(2), pp.1-24. Judkins, J., 2017. The aesthetics of silence in live musical performance.Journal of Aesthetic Education,31(3), pp.39-53. Rahbee, D.A., Moody, J., Fitzpatrick, L., Arakelyan, T., Kahn, Y., Eliason, S. and Orchestra, U.C., 2015. UW Chamber Orchestra, May 13, 2015. Stangl, T. and Thonemann, U.W., 2014. Supply Chain Performance Metrics: A Behavioral Perspective.University of Dallas, Irving, TX. Valdes, C.L., 2017. UW Modern Music Ensemble presents Player's Choice May 26, 2017.