Strategic orientation of museums under conditions of uncertainty

Никита Сергеевич Тряпкин; Юлия Георгиевна Трабская; Елена Анатольевна Шакина

doi:10.21638/spbu18.2024.402

Авторы

Никита Сергеевич Тряпкин Санкт-Петербургская школа экономики и менеджмента, Национальный исследовательский университет «Высшая школа экономики», Россия https://orcid.org/0000-0003-3841-5263
Юлия Георгиевна Трабская Боккони CДА школа менеджмента, Университет Боккони, Италия https://orcid.org/0000-0001-9500-6007
Елена Анатольевна Шакина Университет Виго, Испания https://orcid.org/0000-0003-4048-6132

DOI:

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

Аннотация

Цель исследования: изучить стратегическую деятельность музеев и сравнить влияние двух стратегий, чтобы проверить, как ориентация, направленная на сохранение наследия, и рыночная ориентация способствуют развитию технологических инноваций и достижению экономического результата деятельности под влиянием воспринимаемой неопределенности окружающей среды.

Методология исследования: исследование основано на данных опроса директоров музеев (n = 197) с применением моделирования структурным уравнением методом частичных наименьших квадратов.

Результаты исследования: исследование показало, что направленная на сохранение наследия стратегия не имеет статистически значимого влияния на результат деятельности музея и развитие технологических инноваций. Рыночная ориентация положительно влияет на технологические инновации и результат деятельности музея. Уровень воспринимаемой неопределенности внешней среды не оказывает воздействия на связь между ориентацией музея на сохранение наследия и развитием технологических инноваций. Напротив, воспринимаемая неопределенность окружающей среды модерирует связь между рыночной ориентацией и технологическими инновациями.

Оригинальность и значимость результатов: исследование вносит вклад в существующие знания о стратегических ориентациях, противопоставляя эффекты рыночной ориентации и ориентации, направленной на сохранение наследия. Также статья оценивает влияние этих ориентаций на экономическую эффективность работы музея. В отличие от большинства существующих исследований работа вносит вклад в растущий массив литературы, акцентируя внимание на влиянии внешней среды на стратегическую деятельность музеев.

Ключевые слова:

стратегические ориентации, технологические инновации, эффективность работы музея, воспринимаемая неопределенность среды, музей

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