Museums in the context of globalization

Vol.3,No.4(2014)

Ailing Li Yunfa Chen

Stable URL (handle):
http://hdl.handle.net/11222.digilib/131414

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Abstract
Museums operate in the context of globalization as other organizations do. This paper will analyze opportunities and threats posed by globalization to museums and critically valuate the requirement of new strategic initiatives according to the philosophy of Porter's five forces in the light of the development of globalization. Briefly, "five forces" means five key influences from existing competitors, new competitors, customers, suppliers and substitutes. According to the philosophy of Porter's five forces, the stronger the forces, collectively, the less likely the industry is to be profitable in the long term, conversely, the weaker the forces the greater the opportunity for high levels of profit in the competitive environment. This Porter's model is actually a marketing tool which is commonly used in industry world. But, the idea of Porter's five forces could be critically introduced into non-profit organizations including museums so as to make museums better performance. Museums would have more to gain than to lose by thinking on a broader basis and reaching out to an increasingly diverse, transnational and virtual museum customers.

Keywords:
museum; globalization; influence; operate; Porter's five forces

Pages:
8–12
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