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Author(s): Nobuko Kawashima Article Title: Museum Mangagement in a Time of Change: impacts of cultural policy on museums in Britain, 1979-1997 Year of publication: 1997 Link to published article: http://www2.warwick.ac.uk/fac/arts/theatre_s/cp/publications/centrepub s/ Publisher statement: None RESE PAPERS Centre for Cultural Policy Studies University of Warwick Research Papers No 3 Series Editors: Oliver Bennett and Jeremy Ahearne ARCH Museum Management in a Time of Change: impacts of cultural policy on museums in Britain 1979–1997 Nobuko Kawashima Research Fellow 1997 Centre for Cultural Policy Studies CONTENTS List of Abbreviations.................................................................................................................................i Notes........................................................................................................................................................iii Definitions.......................................................................................................................................iii References .......................................................................................................................................iv Preface......................................................................................................................................................v Acknowledgements .................................................................................................................................vi Executive Summary.................................................................................................................................ix Introduction ..............................................................................................................................................1 Case Study........................................................................................................................................3 Organisation of the Paper.........................................................................................................................6 Research Methodology...........................................................................................................................10 Part 1: Context and Issues .....................................................................................................................12 Chapter 1. Local Authority Museums ...............................................................................................14 Introduction ....................................................................................................................................14 1.1 History.....................................................................................................................................16 1.2 Legal Framework.....................................................................................................................17 1.3 Contemporary Framework.......................................................................................................17 1.4 Important features....................................................................................................................19 1.4.1 Governance ..........................................................................................................................19 1.4.2 Mixed Collections.................................................................................................................20 Conclusion......................................................................................................................................21 Chapter 2. Environmental Changes and Need for Management .......................................................22 Introduction ....................................................................................................................................22 2.1 ‘Market’ Changes ....................................................................................................................22 2.2 Cultural Policy at National Level .............................................................................................24 2.2.1 Plural Funding .....................................................................................................................26 2.2.2 Customer Orientation...........................................................................................................27 2.2.3 Management .........................................................................................................................28 2.2.4 Efficiency and Effectiveness—Performance Measurement ..................................................29 2.2.5 Other Developments .............................................................................................................29 2.3 Local Authorities and Cultural Policy.....................................................................................30 Conclusion......................................................................................................................................33 Chapter 3. Case Study—Four Museums in the West Midlands ........................................................36 Introduction ....................................................................................................................................36 3.1 Context for the Four Museums................................................................................................37 3.2 Birmingham..............................................................................................................................39 3.3 Stoke-on-Trent.........................................................................................................................40 3.4 Wolverhampton .......................................................................................................................42 3.5 Walsall.....................................................................................................................................43 Chapter 4. The Enterprise Culture—Income Generation ..................................................................45 Introduction ....................................................................................................................................45 4.1 Retail .......................................................................................................................................45 Autonomy in Shop Management.....................................................................................................47 Initial Investment............................................................................................................................47 Staffing............................................................................................................................................48 Stockholding ...................................................................................................................................49 4.2 Catering ...................................................................................................................................49 4.3 Other Income...........................................................................................................................52 Conclusion......................................................................................................................................52 Chapter 5. Customer Service Orientation—Marketing and Audience Development........................55 Introduction ....................................................................................................................................55 5.1 Marketing as a Distinctive Area in Management ....................................................................55 5.2 Marketing Orientation .............................................................................................................61 5.2.1 Customer Service Orientation ..............................................................................................61 5.2.2 Audience Development .........................................................................................................62 Conclusion......................................................................................................................................65 Chapter 6. Towards ‘Three-Es’—Management and Planning ..........................................................66 ii Introduction ....................................................................................................................................66 6.1 Strategic Planning....................................................................................................................67 6.2 Performance Indicators............................................................................................................68 6.3 Opportunities...........................................................................................................................70