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Portrait of a star : National Gallery of Victoria

journal contribution
posted on 2011-01-01, 00:00 authored by Ruth Rentschler, Kerrie BridsonKerrie Bridson, J Evans
Museums are an important segment of the creative industries arena. A "star" art museum in Melbourne, Australia, is the National Gallery of Victoria, whose mission is to illuminate life by collecting and presenting great art. This gallery operates in an increasingly competitive landscape. It is becoming more competitive and is continuously striving to achieve its own ambitions and meet the expectations of multiple stakeholders. The present case study uses a brand orientation lens to evaluate the Gallery in order to address a gap in both the brand orientation and the museum marketing literature. It is crafted from interviews, surveys and internal documents. The case study is an exemplar for other institutions to identify how brand orientation manifests itself within their institution.

History

Journal

International journal of arts management

Volume

13

Issue

2

Season

Winter

Pagination

59 - 73

Publisher

Ecole des Hautes Etudes Commerciales

Location

Montreal, Canada

ISSN

1480-8986

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2011, Ecole des Hautes Etudes Commerciales

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