Naslov
Competing with Mickey Mouse: Are Museums Aware of it? Managing Rising Competition and New Services in Museum Environment

Autori
Komarac, Tanja ; Ozretić Došen, Đurđana ; Škare Vatroslav

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Izvornik
44rd EMAC Annual Conference - Collaboration in Research / Warlop, Luk - Leuven : KU Leuven Public Governance Institute, 2015

ISBN
978-90-823-8330-0

Skup
44rd EMAC Annual Conference - Collaboration in Research

Mjesto i datum
Leuven, Belgija, 26.05.2015. - 29.05.2015

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
museums; competition; services

Sažetak
Museums were a long time traditional organizations, ruled by their own values, regardless of market conditions and visitors demands. Nowadays, both market conditions and visitors demands have been changing significantly and many museums are not ready to face these changes. The goal of this paper is to discuss the role of competition in creating new museum products and services, and to understand the process of creation and managing new offerings. The results of an exploratory qualitative research show that museums are not aware of competition, or they are just ignoring it. Additionally, museums consider products (objects) equally, or even more important than services. These findings provide a valuable insight for both marketing academics and professionals in the field of museum marketing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA