The Orsay Museum (B)

Published 01 Oct 2003
Reference 5140
Topic Marketing
Region Europe
Length 4 page(s)
Language English

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.

  • Segmentation
  • marketing orientation
  • tourism
  • american tourists
  • paris
  • crisis management
  • france
  • museum