The Orsay Museum (B)

Published 01 Oct 2003
Reference 5140
Topic Marketing
Region Europe
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