Capstone [case study: Asian Art Museum]
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Authors
Saito, Lindsay
Issue Date
2012
Type
Capstone
Language
en
Keywords
Business administration
Alternative Title
Abstract
The Museum appears to be trying to please all, however, in the end it is pleasing none. The AAM should see these critiques as an opportunity to reinvent itself as a forum to debate the Asian identity as perceived in a Western world. Rather than becoming the butt of the jokes and criticism, the Museum can host the debate and in turn, prove to be a valuable and scholarly resource for its community. With this understanding in mind, I have proposed three solutions for the Museum to address their identity challenge, which will ultimately address their financial bottom line. The first, low-impact option is for the Museum to continue to expand on their current rebranding efforts. The second, requires more resources and organizational changes, but would attempt to identify and connect to their community through community partnerships and greater outreach to the local Asian American community. Lastly, I suggest the Museum seek a change to their leadership governance, in order to streamline decisions and actions. This would be the most difficult and radical change, however, it could prove necessary.