Capstone project
Capstone project
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Issue Date
2013
Authors
Horowitz, Jessica
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Abstract
Given the size and diversity of its collections and its long history, MKMA is poised to position itself as a leader in the field of contemporary anthropology museums. Due to its small attendance records, MKMA needs to change its brand as a method to increase visitorship. By following the most extreme or risky approach, the changes to the museum will be dramatic. This approach involves creating a new brand that would change the visual identity as well as creating a new mission, vision, and organizational culture.
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Keywords
Business administration