Leveraging museum quality art to build competitive advantage: Evolving the city brand of St. Petersburg with museum shop souvenir strategies
ISSN: 0258-0543
Article publication date: 30 December 2019
Issue publication date: 29 January 2020
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.
Keywords
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
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited