From Scripts to Sprints: Investigating the Application of Agile Principles in the Publications and Public Relations Department of the National Theatre of Northern Greece

Sammanfattning

Cultural and Creative Industries are characterized by creative autonomy, evolving requirements and collaboration among diverse stakeholders, usually operating in dynamic environments. Agile methodologies were developed to support project management in such environments characterized by complexity and changing requirements through adaptive ways of working. Although Agile methodologies have been studied beyond software development, limited research has examined their applicability within the Cultural and Creative Industries. This study explores how Agile principles are interpreted and selectively adopted within the Publications and Public Relations Department of the National Theatre of Northern Greece. Through an exploratory qualitative single-case study approach, data are collected through semi-structured interviews and analyzed using thematic analysis. The current research identified Agile practices such as flexibility, responsiveness to change, collaboration, and informal coordination, that are already reflected in everyday work practices, while others, such as systematic feedback processes, were perceived as potentially beneficial for supporting coordination and project management. At the same time, the selective adoption of Agile practices could be framed by the unpredictable nature of theatre work, shaped by organizational hierarchy and fragmented information flow. Overall, the study concludes that Agile principles are most applicable within theatre contexts when adapted selectively and flexibly rather than implemented as rigid frameworks.