Corporate sponsorship and museum development Strategic corporate sponsorship and audience development for museums in Sweden

Abstract

Corporate sponsorship of a museum needs to be understood as a legitimised marketing method to create higher value for the audience. Effective strategic sponsorship has proved that it can help museum organisations create a variety of programmes for the public and increase competitiveness at the same time. This dissertation studies the recent managerial transformation process of the museum sector in terms of audience centred programme development and organizational competitiveness.

This study provides readers with three concepts; audience; marketing; and corporate sponsorship, which are closely linked to achieve fundamental development for museum organisations. The second, third, and forth chapters give overall information about each concept with theories, interviews, empirical studies, and some analysis. These three chapters will help readers understand the objective of this museum study. Furthermore, it provides all the essential information to understand the characteristics of museum sector and institutional structure of Swedish public museums. The fifth and sixth chapters introduce the case of Universeum, Natural science museum in Gothenburg, and describe how today's museum can satisfy its audience. This case will also help other museums understand how museum organisation can effectively use the corporate sponsorship to develop the programmes for the audience. In addition, future direction of Swedish museums and the current challenges are also discussed.

This dissertation study shows that the corporate sponsorship has an influence on audience centred programme development. Consequently, it can lead to an increased attendance at museums and improve the quality of programmes at the same time. As a result of this study, I suggest how today’s Swedish museums can prepare for the future. The idea of strategic corporate sponsorship does not demand that museum organisations, abandon their unique mission statement, artistic value, or commitment to society. In order to create audience value, Swedish museums should take inspiration from other successful museums in terms of strategic marketing & corporate sponsorship. At the same time, museums must fundamentally develop their own managerial framework and audience philosophy linked to the particularity of the mission and the social commitment of Swedish museum sector.

Museums, corporations, and the government can start finding a mutual understanding of why today’s Swedish museums should also focus on their audience. The corporate sponsorship needs to be considered as a great opportunity to establish a more financially sound future, close to the public. In order to achieve these goals the Swedish overnment must provide a proper environment to encourage private sector’s participation in the museum sector. Consequently this will help museums cultivate competitiveness in the future.