On the communication value of the company museum and archives

Paola Castellani · Chiara Rossato

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Museums and Cultural Heritage Public Relations and Crisis Communication Corporate Identity and Reputation

Abstract

Purpose – The purpose of this paper is to see whether companies that have set up company museums and archives realise the communication potential of this tool and in what terms such potential may have been actualised. Design/methodology/approach – The paper opted for an in-depth study in order to get an insight into the perception of the communication potential of the museum and archives. All of the 52 companies associated with the association “Museimpresa” were contacted, the members of which are the main companies in Italy that have set up their own museum and archives. Each company has been interviewed through a detailed and structured questionnaire carried out involving either the business owner or the marketing, communication or external relations manager or the curator of the museum/archives. Findings – A company museum-archives is used mainly to spread awareness of the heart, identity, values and history of the company. The investigation has moreover provided how its communication strengths impact on the image and the reputation of the company and on the sense of belonging between the enterprise and its community. Research limitations/implications – This study is a first step of a path aimed at measuring on a large scale the real communication potential of company museums and archives. Practical implications – What would seem to be important for management with a real desire to make best use of the potential of a company museum-archives is to facilitate its interactivity, its ability to build and maintain relationships, its connection with the corporate culture and to convey a real enthusiasm for vision and future-oriented memory. Originality/value – This paper provides a contribution to the awareness of communication potential of the company museum and archives, a recognition that remains largely still to be explored.

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References

1984A Service Quality Model and its Marketing Implications 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1997The Reputational Landscape 1999Experiential marketing : how to get customers to sense, feel, think, act, and relate to your company and brands 1995Relationship marketing: Bringing quality, customer service and marketing together 2007Essentials of Corporate Communication 2002The Politics of the Exhibition: Viewing Corporate Museums Through the Paradigmatic Lens of Organizational Memory 2000Relationship Marketing: New Strategies, Techniques and Technologies to Win the Customers You Want and Keep Them Forever

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2016Museus Corporativos Estratégicos: Uma Análise do Espaço de Memória da Cervejaria Bohemia 2022Design, Heritage e cultura digitale

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