Restyling museum role and activities: European best practices towards a new strategic fit
Abstract
Challenged by market pressures and enduring funding constraints, museums are actually asked to reassess their traditional role of heritage custodians, rather becoming “more entrepreneurial”. The service orientation (Alcaraz et al, 2009) has become pivotal in the new museum management, by ensuring a kind of dictatorship of the consumer and the dominance of marketing oriented studies. Minor attention has been dedicated to the offer side as a determinant of museum innovation and competitiveness.
By using a benchmarking approach, this paper aims at filling this gap, by unravelling museum functions into a set of value activities, in order to point out museum best practices at the activity level, ultimately attempting to reconstruct the picture of the museums today, in their struggle for survival.
Di fronte alla sfida posta dall’ambiente competitivo e dalla scarsità di risorse finanziarie, i musei si trovano sempre più a dover fronteggiare l’esigenza di preservare il ruolo di “custodi” del patrimonio , pur diventando più imprenditoriali. . L’orientamento al servizio (Alcaraz and Gillian, 2009) è diventata la pietra miliare nella nuova era della gestione museale, assicurando una sorta di “dittatura” del consumatore e la dominanza di studi orientati al marketing. Una minore attenzione è stata dedicata al lato dell’offerta come determinante dell’innovaziopne e della competitività museale.
Adottando un approccio dì benchmarking, questo articolo si propone di colmare tale lacuna, dipanando le funzioni museali in un set articolato di attività, al fine di individuare best practices a livello di attività, nel tentativo di ricostruire il volto dei musei oggi, colti in un momento cruciale della loro lotta per la sopravvivenza.
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DOI: http://dx.doi.org/10.13138/2039-2362/99
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