Capstone project part I: strategic management overview [case study: Doug Adams Gallery]
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Authors
Vander Vos, Christina
Issue Date
2011
Type
Capstone
Language
en
Keywords
Business administration
Alternative Title
Abstract
The Doug Adams Gallery, as a relatively new space is faced with several challenges. Chief among these issues is that the gallery shares a single exhibition space with a separately owned and operated museum, the Bade Museum of Biblical Archaeology. There is no physical separation in this shared space and many visitors never understand that there are two organizations in charge of two separate spaces. As one recent visitor noted, "I thought the space was difficult to navigate and there should be more interaction between the [sides] of the gallery or more division." (CARE visitor data, 2011) In order to address a myriad of issues related to this shared branding nightmare, CARE must acknowledge that marketing and branding efforts for the Doug Adams Gallery at this time are inextricably linked to the exhibition branding of the adjacent museum. Both the museum director and the gallery director have made some efforts to create an interpretive dialogue between the gallery and museum, however, the overall message to visitors is inconsistent and incomprehensible. It is my position, that neither the museum nor the gallery will be able to meaningfully articulate the stories of their separate exhibitions, until they are able to articulate a collaborative vision for the space as a whole and who they intend to serve. This case study is really the tale of two reluctant partners and I will include the museum in my analysis, however, I will focus on solutions for one organization, DAG, in the context of this situation.