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The Orsay Museum (B)

By Hellmut Schütte,  Marci Hawawini
Published 01 Oct 2003
Reference 5140
Topic Marketing
Industry Museums and Institutions
Region Europe
Length 4 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. The Orsay Museum changed this attitude with 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 of its strategy.

Teaching objectives

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

Keywords
  • Segmentation
  • marketing orientation
  • tourism
  • american tourists
  • paris
  • crisis management
  • france
  • museum
Related case to use with this case

The Orsay Museum (A)

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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