Capstone project [case study: Mary Kane Museum of Anthropology]
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Authors
Horowitz, Jessica
Issue Date
2013
Type
Capstone
Language
en
Keywords
Business administration
Alternative Title
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.