ABSTRACT
Museums as providers of cultural heritage reflect knowledge, change and creative innovations in society. This chapter aims to study museum from a customer perspective and to utilize tools to highlight innovation potential for museums to attract different customer segments and co-create experience value for all parties involved in the experience process. Customer participation in creating value is one of the key premises in new perspectives in marketing. Because many museums face economic challenges, they need to develop new business models. The business model canvas (BMC) is a conceptual instrument that helps firms to make decisions in terms of commercialization. New perspectives within marketing and management literature have explored the process by which firms integrate one type of external stakeholder into their innovation process. The chapter focuses on museums as economic entities may utilize various tools in order to explore and develop new business models.
