Research and reports

We have recently completed some research into the museums market in the UK.

It looks at the effect that introducing free admission to national and local authority museums has had on the independent sector. The change in government cultural policy in 2001 with the introduction of ‘Renaissance in the Regions’ which changed the market to a ‘mixed economy’ in the museum sector. There is some consideration given to the supply and demand elements of museums market. Analysis using cross price elasticity of demand, marginal utility theory and consumer surplus undertaken to identify the attributes of the changing market.

The changing nature of the leisure time market is discussed with supply and demand attributes identified. Analysis of the strategic responses to the market changes by independent museums reveals five response types with each being illustrated with a case study. This study helps to identify the critical success factors for independent museums in a highly competitive market.

The five primary responses were identified using a zoomorphic typology to act as an aide-memoire of the key attributes of each response:

The Ostritch

The Panda

Boxer the Carthorse

The Crocodile Bird

The Worker Ant

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