The Hybrid Business Model in the Museums Sector

  • Merendino, Alessandro (Principal Investigator)
  • Meadows, Maureen (Principal Investigator)

Project: Research

Project Details


This project has developed - with the support of museum managers, directors and museums associations - hybrid business models that reconcile the physical and digital elements of the museums offering. We have understood which digital leadership styles are more pertinent to develop digital strategies.

We are already collaborating with Arts Connect and Culture24 and other gatekeepers other than our extensive network of organisations.

In order to develop hybrid business models with and for museums, a desk-based review of hybrid business models in the museums sector and other relevant industries will be undertaken.
Considering the nature of the project and the complexity of reaching out to the so-called organisational elite, the Audience Agency has supported data collection; i.e. they will deliver the survey to over 200 museum directors in the UK.
Short titleHybrid Business Model
Effective start/end date1/01/2231/12/22


  • digital strategies
  • hybrid business models
  • museums
  • directors
  • survey


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