~Center for Interdisciplinary Studies ~ and ~Institut de la Communication ~ UNESCO Chair in Cultural Policy and Management Master thesis: Jeunesses Musicales and the Development of Musical Culture in Bosnia and Herzegovina: Current and Potential Challenges and Transformations Case study: Association "akustikUm - Muzička omladina JMBH" (2012-2015) by: Jasna Ahmetović The winner of the Dragan Klaić Fellowship for the academic 2014/2015 Supervisor: Jasmina Husanović, PhD Belgrade, September 2015 Table of contents Abstract ...................................................................................................................................... 4 Résumé ....................................................................................................................................... 5 Introduction .............................................................................................................................. 13 1. Research outline and methodology .............................................................................. 14 1.1. Research aims and goals ............................................................................................ 14 1.2. Data sources ............................................................................................................... 17 1.3. Research design and tools.......................................................................................... 18 1.4. Research sample ........................................................................................................ 19 2. Theoretical framework and empirical context .............................................................. 20 2.1. Music and society: power and influence ................................................................... 20 2.2. Music and social development: achieving intercultural dialogue ............................. 23 2.3. Youth in music and arts studies ................................................................................. 26 2.4. Culture and arts in Bosnia and Herzegovina ............................................................. 27 2.4.1. Strategy of Cultural Policy of Bosnia and Herzegovina .................................... 28 2.4.2. Subsidies for culture and arts ............................................................................. 30 2.4.3. Laws or absence of laws on culture ................................................................... 35 2.4.4. Importance of intercultural dialogue in Bosnia and Herzegovina ...................... 36 2.4.5. Nonprofit organizations in the field of culture: challenges and opportunities ... 37 2.5. Musical culture and education in Bosnia and Herzegovina ...................................... 39 2.5.1. Formal music education ..................................................................................... 40 2.5.2. Musical organizations and programs .................................................................. 41 2.5.3. Distribution of funds through projects and grants .............................................. 44 2.6. Jeunesses Musicales International ............................................................................. 46 2.7. Jeunesses Musicales Yugoslavia ............................................................................... 48 3. Research findings and results: case study of Association ―akustikUm – Muzička omladina JMBH‖ ...................................................................................................................... 51 3.1. Introduction ............................................................................................................... 51 3.2. AkustikUm – basic facts, mission, vision, structure and activities ........................... 53 3.2.1. Socio-cultural and political context of akustikUm‘s work ................................. 55 3.3. Diagnosis of the organization‘s capacities ................................................................ 57 3.3.1. Stages of development ....................................................................................... 57 2 3.3.2. Organizational lifecycle ..................................................................................... 63 3.3.3. Formula of managerial abilities .......................................................................... 68 3.3.4. Organizational structure ..................................................................................... 70 3.3.5. Decision-making process ................................................................................... 73 3.3.6. Information flow ................................................................................................ 76 3.4. Functional strategic analysis ...................................................................................... 79 3.4.1. SWOT analysis ................................................................................................... 79 3.4.2. Mapping and positioning: Art field map and map of institutional positioning .. 83 3.5. Preparation of strategic plan ...................................................................................... 86 3.5.1. Mission, vision and goals of the organization .................................................... 86 3.5.2. Program definition .............................................................................................. 87 3.6. Human resources management analysis .................................................................... 89 3.6.1. Leadership style .................................................................................................. 90 3.6.2. Volunteer integration .......................................................................................... 93 3.7. Marketing analysis ..................................................................................................... 95 3.7.1. Marketing in the organization ............................................................................ 96 3.7.2. Visual identity .................................................................................................... 97 3.7.3. Marketing mix .................................................................................................... 99 3.8. Financial structure and analysis ............................................................................... 103 3.8.1. Expenses statement .......................................................................................... 103 3.8.2. Income statement .............................................................................................. 106 3.8.3. Financial ratios ................................................................................................. 108 3.8.4. Financial feasibility analysis matrix ................................................................. 113 3.9. Selecting appropriate strategies for organizational development ............................ 114 3.10. Strategic table ....................................................................................................... 118 3.11. Recommendations for Association ―akustikUm – Muzička omladina JMBH‖ ... 121 4. Analysis of research results and findings ................................................................... 123 5. Conclusion .................................................................................................................. 135 Bibliography ........................................................................................................................... 139 Biography ............................................................................................................................... 148 Annexes .................................................................................................................................. 153 3 Abstract Jeunesses Musicales International is the largest youth music nonprofit organization in the world, created in Brussels, Belgium in 1945. The network influences over 5 million young people yearly, with over 36 000 diverse annual musical events and programs. Association ―akustikUm – Muzička omladina JMBH‖ has been a member of the network since 2012, and therefore a formal representative for Bosnia and Herzegovina. However, although the organization should operate on a national level, challenges regarding political system in Bosnia and Herzegovina occur, preventing the development of Jeunesses Musicales and disabling it from reaching its full potential. The aim of the research was to investigate potential challenges and transformations of this organization within the political system of Bosnia and Herzegovina in order to generate conclusions about its impact on development of musical culture in the country. The research also includes a case study design in form of a strategic analysis of Association ―akustikUm – Muzička omladina JMBH‖ which is a pioneering research as the organization has not previously engaged in a strategic scrutiny of its work, therefore the paper also provides concrete recommendations for future development based on the aspirations to develop into Jeunesses Musicales Bosnia and Herzegovina. The research involved a thorough desk research of the theoretical background, case study analysis and a field research in form of semi-structured interviews with ministers, experts in the field of music, secretary general of akustikUm and Jeunesses Musicales International, while structured interviews were conducted among volunteers of the organization. The discussion