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The Orsay Museum (A)

By Hellmut Schütte,  Marci Hawawini
Published 10 Jan 2003
Reference 5140
Topic Marketing
Industry Museums and Institutions
Region Europe
Length 23 page(s)
Language English
Inspection copy
6.00
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Summary

Museums in France have traditionally not bothered much about the needs of their visitors. However, recently the Orsay Museum changed this through the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink its strategy.

Teaching objectives

Describe the change from a supply-driven, government owned institution to a marketing oriented service provider in the tourist industry. Illustrate the impact of externalities on well-designed focused strategies.

Keywords
  • Segmentation
  • ar2003
  • rd0903
  • marketing orientation
  • tourism
  • american tourists
  • paris
  • crisis management
  • france
  • museum
  • ar0304
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The Orsay Museum (B)

By  Hellmut Schütte,  Marci Hawawini

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    About the authors
    Schütte

    Hellmut Schütte

    Emeritus Professor of International Management

    Marci  Hawawini


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