Paper info: M-Art-Keting: Adding Value Through Multimedia Technologies To The Museum Sector -A Network Marketing Approach To Cultural Industry: The Case Of Mart Museums Of Modern And Contemporary Art
M-Art-Keting: Adding Value Through Multimedia Technologies To The Museum Sector -A Network Marketing Approach To Cultural Industry: The Case Of Mart Museums Of Modern And Contemporary Art
Armando Cirrincione and Mario Benassi
Place of Publication
The paper was published at the 19th IMP-conference in Lugano, Switzerland in 2003.
No museum is an island; no more. Nowadays successful museums are focal institutions within a network of suppliers and communities of customers. Success derives both from enhancing the museum resources through activating complementary resources of suppliers and by other actors (such as public institutions or NGOs) and from maintaining durable relationships with single customer and communities of customers. In this challenge multimedia technologies are playing a strategic role. The aim of this research is to explore the role of multimedia technologies in configuring the museum business. We seek to demonstrate that the large use of multimedia technologies is an extremely important source of competitive advantage for museums, according with the evolution of the sector.We can?t distinguish actors using the demand/supply concept, because in this case we could miss the understanding of the network. Actors could be single customer or communities of customers unified by the common passion for one stream of art; the academic community, which supplies the competences; the local geographical actors, which supply the logistical patterns; the finance community, which can sponsor the initiative; the school institutions, which are interested in using artistic heritage for education; and so on. What is worth for this research is the fact that all these actors are connected in a network, more or less strongly tied, which is possible thanks and because of multimedia technologies.Discussing the impact of multimedia technologies, we will demonstrate why these networks are worth the price. In doing so we use a case study looking at the MART, Museum of Modern and Contemporary Art of Rovereto and Trento, a suitable case to understand the new dynamics of the sector.