Publications
Publications
- 2019
- Museum Marketization
Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet
By: Stephen A. Greyser and Ragnar Lund
Abstract
This chapter presents and interprets two field-based studies of sponsorship collaborations between major museums and significant financial institutions—a global multi-year partnership between the Guggenheim Foundation and UBS, and the pioneering regional integrated sponsorship program between the Museum of Fine Arts, Boston and the Fleet Bank (subsequently part of Bank of America) for the “Monet in the 20th century” exhibition in 1998. The studies offer insights on the rationale (as well as non-objectives) and implementation of the sponsorships and explore critical elements of resource integration in terms of complementary resource mobilization and internal integration.
Keywords
Citation
Greyser, Stephen A., and Ragnar Lund. "Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet." Chap. 11 in Museum Marketization: Cultural Institutions in the Neoliberal Era, edited by Karin M. Ekström, 188–207. Mastering Management in the Creative and Cultural Industries. Routledge, 2019.