INSEAD the business school for the world

Selected Case

published: 10 Jan 2003

  • Topic: Marketing
  • Industry: Tourism
  • Region: Europe

Museums in France have traditionally not bothered much about the needs of their visitors. However, recently the Orsay Museum changed this through the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink its strategy.

Pedagogical Objectives:
Describe the change from a supply-driven, government owned institution to a marketing oriented service provider in the tourist industry. Illustrate the impact of externalities on well-designed focused strategies.

Segmentation, Marketing Orientation, Tourism, American Tourists, Paris, Crisis Management, France, Museum