Marketing of the dark: “Memento Park” in Budapest

Brent McKenzie (Associate Professor at the University of Guelph, Guelph, Canada)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 October 2011



Marketing of the dark: “Memento Park” in Budapest.

Subject area

Marketing strategy; services marketing; tourism.

Study level/applicability

Upper year undergraduate business/management, MBA, marketing/international business.

Case overview

Memento Park is a large open air museum on the outskirts of Budapest, that houses statues, and related ephemera related to the communist period in Hungary. The park opened in 1993, four years after Hungary had shaken off its yolk of communism as part of the Iron Curtain, in 1989. This case presents a classic example of a business enterprise that sprang from a concept and access to inexpensive materials directly resulting form a changing external environment. The case presents the issues involved in making Memento Park a sustainable part of the Budapest tourist experience.

Expected learning outcomes

This case challenges students to decide how best to determine a sustainable advantage. Arguably the value proposition that is being offered by Memento Park has a number of identifiable benefits to the target consumer. It is not replicable (at least in Hungary), has a truly unique content, and does not have large fixed or variable costs in terms of operations. The question is how to best develop a plan of attack for such a firm?

Supplementary materials

Teaching notes.



McKenzie, B. (2011), "Marketing of the dark: “Memento Park” in Budapest", Emerald Emerging Markets Case Studies, Vol. 1 No. 4.



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