Stakeholder Management and Value Co-creation in Museums

Due to the dynamic political, social, and economic challenges, museums increasingly have to apply a business-oriented perspective, yet this issue is analysed in a fragmented way. Thus, drawing from extensive literature reviews and previous studies, this multiple-case study delves into the dynamic of relationship management and value co-creation processes within a multi-stakeholder approach. While there is a growing interest in museum management, many current studies are static and fragmented, focusing mainly on visitors' perspectives. In contrast, the presented research employs a dynamic approach to stakeholder management and value co-creation. As value creation and delivery intersect throughout the value co-creation process, the research perspective should go beyond the final recipients and the final value delivery. This was one of the concluding points. This study also considers changes in the strength of relations, the interdependence of museums' main activity areas, and the dynamic of stakeholder salience.

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