Leveraging museum quality art to build competitive advantage: Evolving the city brand of St. Petersburg with museum shop souvenir strategies

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

This research paper concentrates on the capacity of museums to bolster the city brand of St. Petersburg through the strategic selection of souvenir products made available for sale within its museum shops. Selling high quality souvenir products distinguished by their direct relationship to high impact museum exhibits is recommended to boost the city's all-encompassing brand. At the same time, this supplies museum shops with a competitive advantage by separating them from the more generic kitsch souvenir shops.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Leveraging museum quality art to build competitive advantage: Evolving the city brand of St. Petersburg with museum shop souvenir strategies", Strategic Direction, Vol. 36 No. 2, pp. 16-18. https://doi.org/10.1108/SD-11-2019-0218