The paper contributes to understanding of the theory of business models, and how digital technologies facilitate business model innovations in the cul-tural and creative organizations. The research assessed that within a cultural and creative organization, as is the case of the MAXXI National Museum of Arts of the XXI Century in Rome, the extensive use of digital technologies dur-ing the Covid-19 pandemic – which first forced to a lockdown and then led to a substantial decrease in terms of public attendance – had the positive impact of deeply innovating its business model. The carried-out analysis turned up remarkable BMI out-comes with particular regard to digitalization, in order to comprehend how innovation was generat-ed, and the significant results it bore vis-à-vis the museum’s social mission: increasing customer value, creating new value, building relationships, creating a new aesthetic experience, and foster-ing audience engagement.
Business model innovation through digitalization in cultural organizations: the case of MAXXI.
Pamela Palmi
;
2020-01-01
Abstract
The paper contributes to understanding of the theory of business models, and how digital technologies facilitate business model innovations in the cul-tural and creative organizations. The research assessed that within a cultural and creative organization, as is the case of the MAXXI National Museum of Arts of the XXI Century in Rome, the extensive use of digital technologies dur-ing the Covid-19 pandemic – which first forced to a lockdown and then led to a substantial decrease in terms of public attendance – had the positive impact of deeply innovating its business model. The carried-out analysis turned up remarkable BMI out-comes with particular regard to digitalization, in order to comprehend how innovation was generat-ed, and the significant results it bore vis-à-vis the museum’s social mission: increasing customer value, creating new value, building relationships, creating a new aesthetic experience, and foster-ing audience engagement.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
