Creative marketing strategies in small museums: up close and innovative

McNichol, Theresa

doi:10.1002/nvsm.28

Cited by 30 publications

(17 citation statements)

References 11 publications

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“…The set of measurements shows a significantly advanced reality in regard to relational marketing allowing to conclude, in line with other authors, that as far as large museums can count on extensive human and capital resources, the autonomy and flexibility of medium and small institutions can be achieved through creativity and innovation [45].…”

Section: Conclusion and Directions For Future Researchsupporting

confidence: 77%

New Frontiers of Online Communication of Small and Medium Museums in Campania Region, Italy

Vito¹,

Sorrentini²,

Palma³

et al. 2017

AJIBM

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Objectives: The purpose of this paper is to analyze the marketing relationship between small and medium museums in Campania Region and their current and potential audience. In this regard, the effectiveness of online communication proposed by these museums in relation to consumers is analyzed. A comparison is made with online communication effectiveness of large museums in order to analyse the main differences and to identify the related managerial implications. Method: The research method is based on the study of multiple cases, used in its descriptive mode. Out of 21 museums in Campania having a website administrated by the museums themselves, we selected 10 small and medium ones. Subsequently was conducted a content analysis on the aspects of the communication of Facebook pages and web sites of the 10 selected museums. Finally, 10 museums were compared with 4 large museum consortiums. Findings: The analysis has demonstrated that the communication through the Web 2.0 tools is more suited for establishing dialogic relations with the current and potential museum audiences. It has also shown that from the perspective of advanced interactivity, due to their management creativity and flexibility the communicative content of the museums under study is generally more effective than in case of larger museums having more human resources and capital at their disposal. Research limits: The main limitation of the research is that it does not detect if a performant interactive online communication is able to stimulate demand cultural. It should be noted that this objective was not the purpose of research of this paper. Originality of the study: The paper is an original and innovative work since in the literature there is no similar research conducted by other authors. Furthermore, nobody has analyzed the relationship between Facebook pages and web sites in the field of museums in the Campania region.

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Section: Conclusion and Directions For Future Researchsupporting

confidence: 77%

New Frontiers of Online Communication of Small and Medium Museums in Campania Region, Italy

Vito¹,

Sorrentini²,

Palma³

et al. 2017

AJIBM

View full text Add to dashboard Cite

show abstract

“…For example, Smith, Discenza, and Baker (2005) compare small art galleries with small businesses arguing that both types of organizations have to rely on similar business strategies. McNichol (2005) highlights the importance of branding for small museums, while Olkkonen and Tuominen (2006) establish the significance of museum sponsorship. This transformation from cultural institutions to cultural industries affects the overall experience produced: “To survive, organizations in cultural industries must reconcile the demands of artistic production with those of the marketplace” (Lampel, Lant, & Shamsie, 2000, p. 265).…”

Section: The Current Projectmentioning

confidence: 99%

Greek Museum Media Visibility and Museum Visitation: An Exploration of Cultural Agenda Setting

Bantimaroudis¹,

Zyglidopoulos²,

Symeou³

2010

Journal of Communication

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This project investigates the classic agenda-setting hypothesis in the context of the Greek cultural market. It is hypothesized that Greek museums with higher visibility in newspaper content are related to higher visitation than museums with lower media visibility. Because of the nature of the Greek cultural market-Greece receives more than 10 million tourists during the summer months-several variables are controlled for, such as the seasonality of visitation, the type of governance of the organization, one-time events, such as the Olympic Games, which took place in the summer of 2004, and promotion initiatives undertaken by museums. When controlling for such culturally specific variables, there is evidence supporting the agenda-setting hypothesis within the Greek cultural market.

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“…These are the museum's ‘product’ which can appeal to these visitors. As the museum aims to be creative and appealing, the ‘product’ needs to be attractive (Bradburne, ; McNichol, ). Second, this case offers an unusual setting where we could observe a complete team development process from ideation to implementation.…”

Section: Methodsmentioning

confidence: 99%

Organizational creativity‐innovation process and breakthrough under time constraints: Mid‐point transformation

2019

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Time, as a constraining resource, is an important factor in organizational creativity processes. Yet we know little about its role in influencing the creative‐innovative process. This paper uses a case study to integrate three process‐oriented theories concerning the importance of process mid‐points and breakthrough as time resources dissipate. The context we examine is the design process of an exhibition of industrial innovations at the Science Museum in Jerusalem. We argue that actors select a course of action at approximately the temporal mid‐point of a process and that this course of action is itself creative and leads to a breakthrough transformation. Two types of mid‐point creative breakthrough transformation are classified as recombining and pruning. We suggest a theoretical integration and further directions for research.

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Creative marketing strategies in small museums: up close and innovative

Cited by 30 publications

References 11 publications

New Frontiers of Online Communication of Small and Medium Museums in Campania Region, Italy

New Frontiers of Online Communication of Small and Medium Museums in Campania Region, Italy

Greek Museum Media Visibility and Museum Visitation: An Exploration of Cultural Agenda Setting

Organizational creativity‐innovation process and breakthrough under time constraints: Mid‐point transformation

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