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How alternative marketing strategies impact the performance of Spanish museums

Carmen Camarero Izquierdo (Department of Business and Marketing, University of Valladolid, Valladolid, Spain)
María José Garrido Samaniego (Department of Business and Marketing, University of Valladolid, Valladolid, Spain)

Journal of Management Development

ISSN: 0262-1711

Article publication date: 25 September 2007

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Abstract

Purpose

The current work seeks to analyze the different effects of three alternative strategic marketing orientations – market orientation, sales orientation, and product orientation – on non‐profit organizations' effectiveness, specifically their economic and social effectiveness.

Design/methodology/approach

In order to test the hypotheses proposed, an empirical analysis of 182 Spanish museums was conducted.

Findings

The study reveals that social effectiveness relates highly to product and customer orientation, whereas economic effectiveness mainly depends on sales orientation and inter‐functional coordination.

Practical implications

The results suggest that applying a marketing orientation centered on the product and knowing the visitor is critical for successfully fulfilling the objectives of conservation and diffusion of culture. Moreover, the organization needs to focus on sales, on the internal customer, and on the coordination between the managing institutions, to be able to achieve satisfactory economic results.

Originality/value

This work makes an empirical contribution to the analysis of market orientation on cultural organizations. Although previous research has underlined the relevance of a market orientation for museums and cultural organizations, few empirical analyses have been developed until now.

Keywords

Citation

Camarero Izquierdo, C. and José Garrido Samaniego, M. (2007), "How alternative marketing strategies impact the performance of Spanish museums", Journal of Management Development, Vol. 26 No. 9, pp. 809-831. https://doi.org/10.1108/02621710710819311

Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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