Museums in the context of globalization

Roč.3,č.4(2014)

Abstrakt
Muzea se pohybují v kontextu globalizace stejně jako jiné instituce. Tento článek analyzuje příležitosti a hrozby, které do muzeí vnáší globalizace, a také kriticky zhodnocuje požadavek na nové strategické iniciativy, které by byly v souladu s filozofií Porterova modelu pěti sil ve světle vývoje globalizace. Pěti silami se myslí pět klíčových vlivů – stávající konkurence, nová konkurence, zákazníci, dodavatelé a substituce. Tato filozofie říká, že čím silnější jsou síly, tím méně je pravděpodobné, že průmysl bude v dlouhodobém horizontu prosperovat. Slabší síly naopak poskytují větší příležitost k velkému zisku v konkurenčním prostředí. Tento Porterův model je vlastně marketingový nástroj, který se běžně používá ve světě průmyslu. Porterova myšlenka pěti sil by mohla být zavedena v neziskových organizacích (včetně muzeí), muzea by tak více prosperovala. Mohla by více získat než ztratit a přitáhnout tak rozmanitější, nadnárodní a virtuální muzejní zákazníky.

Klíčová slova:
muzeum; globalizace; vliv; působení; Porter – pět sil

Stránky:
8–12
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