The Orsay Museum (A)

Published 10 Jan 2003
Reference 5140
Topic Marketing
Region Europe
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