Museum pricing : challenges to theory development and practice

Rentschler, Ruth, Hede, Anne-Marie and White, Tabitha R. 2007, Museum pricing : challenges to theory development and practice, International journal of nonprofit and voluntary sector marketing, vol. 12, no. 2, pp. 163-173, doi: 10.1002/nvsm.289.

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Title Museum pricing : challenges to theory development and practice
Author(s) Rentschler, Ruth
Hede, Anne-Marie
White, Tabitha R.
Journal name International journal of nonprofit and voluntary sector marketing
Volume number 12
Issue number 2
Start page 163
End page 173
Publisher John Wiley & Sons Ltd.
Place of publication Malden, Mass.
Publication date 2007-05
ISSN 1465-4520
Keyword(s) museums
marketing personnel
strategic planning
Summary The museum sector has undergone considerable change in the last few decades, which has been a result of both internal and external forces. The topic of pricing in museums, however, has attracted little interest from researchers in the field despite the sector's need to understand it better. This study aimed to address this gap in knowledge. Results of a comprehensive literature review on pricing highlight that the topic of pricing in museums is problematic, as a range of issues, social, political and often value-laden, must be considered before pricing decisions can be made. The study highlights that there is diversity in the sector with regard to pricing, but that museums generally adopt a unilateral approach to pricing. Researchers in entrepreneurial marketing have noted that conventional pricing theory is being turned on its head and they argue that deciding what prices to charge represents one of the more entrepreneurial strategies for organisations. This study indicates that, within the context of museums, marketers are failing to recognise and capitalise on such pricing opportunities. Approaches to setting multiple museum pricing strategies, depending on the market context, are proposed in this paper. In this way, knowledge of museum pricing can optimise the organisational outcomes of museums while continuing to meet their social responsibilities.
Language eng
DOI 10.1002/nvsm.289
Field of Research 150399 Business and Management not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2007, John Wiley & Sons, Ltd.
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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