Strategic orientation of museums under conditions of uncertainty

Nikita S. Tryapkin; Iuliia G. Trabskaia; Elena A. Shakina

doi:10.21638/spbu18.2024.402

Authors

Nikita S. Tryapkin St. Petersburg School of Economics and Management, HSE University, Russia https://orcid.org/0000-0003-3841-5263
Iuliia G. Trabskaia SDA Bocconi School of Management, Bocconi University, Italy https://orcid.org/0000-0001-9500-6007
Elena A. Shakina University of Vigo, Spain https://orcid.org/0000-0003-4048-6132

DOI:

https://doi.org/10.21638/spbu18.2024.402

Abstract

Purpose: to explore the strategic behaviour of museums and compare the effects of two strategies to test how custodial and market orientations drive technological innovations and economic performance under the influence of perceived environmental uncertainty.

Methodology: the paper is based on data from a survey of museum directors (n =197) using partial least squares structural equation modelling.

Findings: the study shows that the museum’s custodial strategy does not have a statistically significant effect on museum economic performance and technological innovations. Market orientation positively influences technological innovations and museum economic performance. The level of perceived uncertainty of the external environment does not influence the relationship between museum custodial orientation and technological innovations. Contrarily, perceived environmental uncertainty moderates the relationship between market orientation and technological innovations.

Originality and contribution: the study contributes to existing knowledge about strategic orientations by contrasting the effects of custodial and market orientations. The paper also assesses the impact of these orientations on museum economic performance. Unlike most existing studies, our paper adds to a growing body of literature by focusing on the influence of the external environment on the strategic behaviour of museums.

Keywords:

strategic orientations, technological innovations, museum performance, perceived environmental uncertainty, museum

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