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Designing and Marketing Museum Offerings by Utilizing Consumer Knowledge: Research on Central Museums in Stockholm, Sweden
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to examine how the central museums in Stockholm, Sweden, design and market their offerings by utilizing consumer knowledge. Current museum marketing research suggests that museums should be marketed as any organization; however, public museums are challenged by their mission to provide an offering that is framed by the state, and at the same time to attract visitors. Through semi-structured interviews with representatives from seven of the central museums in Stockholm, and a case study of a marketing campaign for an exhibition, information concerning the museums’ designing and marketing of offerings has been gathered. This information was analysed according to the theoretical framework which, building on co-creation of value theory, is an extended version of the DART-model to include word of mouth. The authors conclude that the museums are limited in their ability to adapt their offerings to consumer preferences due to their state given mission and a desire to be credible. Instead, online communication platforms are used to make the offerings available to more people and to market the offerings through the consumers’ online social networks.

Place, publisher, year, edition, pages
2013. , 45 p.
Keyword [en]
Museum Marketing, Co-Creation of Value, Reciprocal Value Propositions, DART-Model, EWoM, Consumer Knowledge, Social Network, Swedish Museums, Hilma af Klint
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-204401OAI: oai:DiVA.org:uu-204401DiVA: diva2:638744
Supervisors
Available from: 2013-08-05 Created: 2013-08-01 Last updated: 2013-08-05Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
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  • sv-SE
  • Other locale
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Output format
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