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.
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.
- marketing orientation
- american tourists
- crisis management