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Published by:
SDA Bocconi (2019)
Length:
18 pages
Data source:
Field research

Abstract

Villa Necchi Campiglio is the most famous house-museum in Milan, strategically located in the historical center of the city. The property was designed in the early 1930s and actually is one of the most relevant properties of FAI (Italian National Trust). Villa Necchi Campiglio represents one of the spearheads of FAI, for this reason its cultural offer should maintain a high artistic profile. Although Villa Necchi Campiglio visitors and revenues are satisfying, the property should increase the turnover as a pivotal resource to redistribute to other FAI properties that could be closed to public for economic constraints. This tradeoff represents the dilemma that Villa Necchi Campiglio is currently facing: maintaining a sophisticated cultural offer (sacrificing the revenues, but reinforcing the image) or adopting a strategic market orientation to increase profits through a more consumeristic approach?

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Topics

Marketing plan; Arts management; Cultural institutions

Setting

The events covered by this item took place in 2019.

Geographical setting

Region:
World/global
Country:
Italy
Location:
Milan

Featured company

Company name:
Villa Necchi Campiglio
Employees:
11-50
Turnover:
EUR 2,186,000
Type:
Non-profit
Industry:
Arts and culture
Other keywords:
House museum

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