Zarin Mehta is Executive Director of the New York Philharmonic Orchestra. In seeking to fulfil his three-pronged responsibility toward the orchestra's public, its musicians, and its paid and volunteer staff, he has devised a global strategy that is aimed not at resolving some perceived crisis in symphonic music (whose existence he in fact denies) but rather at adapting to major changes in the mentality of consumers of classical music products. His strategy takes into account both the immediate musical environment of New York City and the international market that produces the major stars who audiences want to hear. As such, his strategy encompasses everything, from the budget, to programming, tours, organizational structure, marketing, public relations and fundraising - all aspects that Mehta seeks to exploit and manage in a coherent, practical and realistic manner.

This article was published in the International Journal of Arts Management, an essential reading for the arts management community.

Zarin Mehta is Executive Director of the New York Philharmonic Orchestra has developed a strategy that encompasses everything, from the budget, to programming, tours, organizational structure, marketing, public relations and fundraising.