Publications

28 Apr 2006
Other Presentation

Strategy for Museums

By: Michael E. Porter

Presentation on strategy for museums at the American Association of Museums, Boston, MA. View Details

Keywords: Strategy; Society; United States

Read Now

01 Dec 2000
News

Opening Doors: Inside the World of Museum Management

In 1995, Boston's Museum of Fine Arts reopened its grand front entrance on busy Huntington Avenue. The symbolism was hard to miss. After decades of attracting a scholarly, sophisticated, highbrow crowd to its side entry, the MFA was... View Details

Keywords: Susan Young; museums; marketing; management; nonprofits; education; facilities; Internet; Museums, Historical Sites, and Similar Institutions; Arts, Entertainment; Advertising, Public Relations, and Related Services; Professional Services

October 2005 (Revised September 2006)
Case

Museum of Fine Arts Boston

By: V. Kasturi Rangan and Marie Bell

One of Boston's main cultural attractions, the Museum of Fine Arts (MFA), has experienced a steady decline of its core audience over the last decade. The museum's executive director attempted to bridge the shortfall by staging new, innovative, special exhibitions,... View Details

Keywords: Product Marketing; Growth Management; Innovation Leadership; Capital; Financing and Loans; Service Operations; Consumer Behavior

01 Dec 2005
News

S.F.’s New Museum

Bradley Photo Courtesy MOAD The executive director of the Museum of the African Diaspora (MoAD), which opened in November in San Francisco, is V. Denise Bradley (MBA ’86). Bradley (right), who came to MoAD from London’s South Bank Centre... View Details

Keywords: Museums, Historical Sites, and Similar Institutions; Arts, Entertainment

December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

June 2015 (Revised October 2016)
Case

Denver Museum of Nature & Science

By: Jill Avery and Jim Rosenberg

Digital was on Vice President of Strategic Partnerships and Programs Bridget Coughlin's mind these days. DMNS had been dabbling in digital for the past few years, but had never fully committed to it. The time had come to establish a strategic vision, and to decide... View Details

Keywords: Digital; Nonprofit; Arts; Education; Marketing; Marketing Communications; Marketing Strategy; Nonprofit Organizations; Social Media; Education Industry; North America; United States

February 1976 (Revised December 1983)
Case

De Cordova Museum

25 Mar 2015
HBS Case

Tate’s Digital Makeover Transforms the Traditional Museum

four museums, including the acclaimed Tate Modern—has pushed the boundaries of what an art museum can be. Its journey may be both a road map and a caution for many institutions—cultural and business—as they begin to explore the promise of... View Details

Keywords: by Michael Blanding; Education

December 1994
Case

Isabella Stewart Gardner Museum

By: William J. Poorvu

Keywords: Arts; Fine Arts Industry; Boston

September 1978 (Revised September 1991)
Case

Metropolitan Museum of Art--1972

By: Regina E. Herzlinger

Keywords: Arts; Fine Arts Industry

18 Apr 2017
News

New Revolutionary War Museum Aims To Illuminate The Past

01 Mar 2007
News

Allston to Get Harvard Museum

A new Harvard art museum will join the University’s planned life-sciences complex on Western Avenue across from HBS — the first two structures in Harvard’s long-range expansion plan in Allston. University officials announced the selection... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

15 Aug 2011
Research & Ideas

A New Model for Business: The Museum

along with companies like Apple, Facebook, and Progressive Insurance, is a leading example of firms that are thinking about customers in a new way—much like how a museum curator orchestrates the experience of patrons. Weaver, an assistant... View Details

Keywords: by Carmen Nobel

2019
Chapter

Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet

By: Stephen A. Greyser and Ragnar Lund

This chapter presents and interprets two field-based studies of sponsorship collaborations between major museums and significant financial institutions—a global multi-year partnership between the Guggenheim Foundation and UBS, and the pioneering regional integrated... View Details

Keywords: Museums; Financial Institutions; Partners and Partnerships; Culture; Cooperation

01 Jul 2009
News

Upgrading the Computer History Museum

July 2019 (Revised August 2020)
Case

Peabody Essex Museum: What Next?

By: V. Kasturi Rangan and Jeffrey F. Rayport

The case describes the 25-year transformation of Peabody Essex Museum, which was created in 1993 by the merger of two sub-scale predecessor cultural institutions, operating since 1799, in Salem, Massachusetts. Dan Monroe, its founding CEO, began a process of building... View Details

Keywords: Museums; Strategy; Leadership; Transformation; Innovation Leadership; Strategic Planning