• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Iuliia Shuliateva
The Development of Strategies for Commodification of Museum Activities
10
2016
In ever-changing conditions of external environment, that are competition growth, transformation in visitors’ behavior and funding cutbacks, museums are creating augmented product more actively and among other things, they develop strategies for commodification of their activities by means of museum shops organizing.

Museum shop activity is characterized by goals duality. In particular these goals are both commercial and educational. Goals and mission of museum is the major aspect which should be taken into account when developing assortment of museum shop. The shop should promote them. In Western countries creation of museum shops is a common practice. However, in Russia the problem of creation of goods with generalized museum topic still exists. It is not studied and solved to the full extent yet.

This particular study is aimed at development of strategies for commodification of museum activities in St.Petersburg. In order to gain the aim the tendencies of museum shops’ development abroad were figured out; the principles of assortment classification were developed and recommendations for modernization of existing commodification strategies in St.Petersburg museums were formed.

Two research methods were used in order to implement goals and objectives. The database characterizing assortment structure of St.Petersburg museum shops was developed with the help of in-depth inquiry of museum shop assortment. Later on the influence of qualitative and quantitative museum characteristics on the assortment structure was studied.

The research showed that museums in St.Petersburg do not have particular strategies for commodification of their activities. Managerial recommendations considering commodification of museum activities were developed for four groups of stakeholders which are state and municipal government, museums, creative industries and representatives of business community. These recommendations determine the practical value of the research.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses