... their economic and social effectiveness. Design/methodology/approach In order to test the hypotheses proposed, an empirical analysis of 182 Spanish museums was conducted. Findings The study reveals that social effectiveness relates highly to product and customer orientation, whereas economic...

...Audrey Gilmore; Ruth Rentschler In recent years museums have changed from being predominantly custodial institutions to becoming increasingly focussed on audience attraction. New emphasis is placed on museum‐audience interactions and relationships. This change in the purpose and priorities...