Museums in the context of globalization

Source document: Museologica Brunensia. 2014, vol. 3, iss. 4 (Jaro 2014), pp. 8-12
Extent
8-12
  • ISSN
    1805-4722 (print)
    2464-5362 (online)
Type: Article
Language
English
License: Not specified license
Rights access
embargoed access
Abstract(s)
Museums operate in the context of globalization as other organizations do. This paper will analyze opportunities and threats posed by globalization to museums and critically valuate the requirement of new strategic initiatives according to the philosophy of Porter's five forces in the light of the development of globalization. Briefly, "five forces" means five key influences from existing competitors, new competitors, customers, suppliers and substitutes. According to the philosophy of Porter's five forces, the stronger the forces, collectively, the less likely the industry is to be profitable in the long term, conversely, the weaker the forces the greater the opportunity for high levels of profit in the competitive environment. This Porter's model is actually a marketing tool which is commonly used in industry world. But, the idea of Porter's five forces could be critically introduced into non-profit organizations including museums so as to make museums better performance. Museums would have more to gain than to lose by thinking on a broader basis and reaching out to an increasingly diverse, transnational and virtual museum customers.
Muzea se pohybují v kontextu globalizace stejně jako jiné instituce. Tento článek analyzuje příležitosti a hrozby, které do muzeí vnáší globalizace, a také kriticky zhodnocuje požadavek na nové strategické iniciativy, které by byly v souladu s filozofií Porterova modelu pěti sil ve světle vývoje globalizace. Pěti silami se myslí pět klíčových vlivů – stávající konkurence, nová konkurence, zákazníci, dodavatelé a substituce. Tato filozofie říká, že čím silnější jsou síly, tím méně je pravděpodobné, že průmysl bude v dlouhodobém horizontu prosperovat. Slabší síly naopak poskytují větší příležitost k velkému zisku v konkurenčním prostředí. Tento Porterův model je vlastně marketingový nástroj, který se běžně používá ve světě průmyslu. Porterova myšlenka pěti sil by mohla být zavedena v neziskových organizacích (včetně muzeí), muzea by tak více prosperovala. Mohla by více získat než ztratit a přitáhnout tak rozmanitější, nadnárodní a virtuální muzejní zákazníky.
Document
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