Subject category:
Marketing
Published by:
INSEAD
Version: October 2003
Length: 24 pages
Data source: Field research
Abstract
This is the first of a two-case series (503-103-1 and 503-104-1). Museums in France have traditionally not bothered much about the needs of their visitors. The Orsay Museum changed this attitude with the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then September 11 happened and forced the museum into a rethink of its strategy. The case aims to: (1) describe the change from a supply-driven, government-owned institution to a marketing oriented service provider in the tourist industry; and (2) illustrate the impact of externalities on well designed, focussed strategies.
About
Abstract
This is the first of a two-case series (503-103-1 and 503-104-1). Museums in France have traditionally not bothered much about the needs of their visitors. The Orsay Museum changed this attitude with the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then September 11 happened and forced the museum into a rethink of its strategy. The case aims to: (1) describe the change from a supply-driven, government-owned institution to a marketing oriented service provider in the tourist industry; and (2) illustrate the impact of externalities on well designed, focussed strategies.