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      • Faculty Publications  (25)

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      • February 2022 (Revised October 2022)
      • Case

      P.T. Barnum: Changing the World

      By: Robert Simons and Shirley Sun
      This case describes the life of P.T. Barnum, widely considered to the be the father of modern advertising and marketing. Barnum showed his genius for business early, selling lottery tickets and confections from his father’s store. He went on to found a famous museum of...  View Details
      Keywords: Entertainment; Entrepreneurship; Personal Characteristics; Marketing; Success; Values and Beliefs; Mission and Purpose; Entertainment and Recreation Industry; United States; Europe
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      Simons, Robert, and Shirley Sun. "P.T. Barnum: Changing the World." Harvard Business School Case 122-076, February 2022. (Revised October 2022.)
      • Fall 2020
      • Article

      Christo and Jeanne‐Claude: The Negotiation of Art and Vice Versa

      By: Michael A. Wheeler
      Over the past two decades the Program on Negotiation at Harvard Law School (PON) has named thirteen people as Great Negotiators. The project, directed by my colleague Jim Sebenius, has given us the opportunity to commend our honorees’ outstanding work and to learn from...  View Details
      Keywords: Art; Negotiation; Arts
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      Wheeler, Michael A. "Christo and Jeanne‐Claude: The Negotiation of Art and Vice Versa." Negotiation Journal 36, no. 4 (Fall 2020): 471–487.
      • March 2020 (Revised May 2022)
      • Case

      The Art of the Merger: The Museum of Modern Art and PS1

      By: Dennis Yao and Hillary Greene
      This case examines the organizational relationship between the Museum of Modern Art and its affiliate MoMA PS1. The relationship raises a number of business and corporate strategy questions regarding the evolution of organizational relationships and their management....  View Details
      Keywords: Arts; Nonprofit Organizations; Corporate Strategy; Mergers and Acquisitions; Disruption; Decision Making; Fine Arts Industry; United States; New York (state, US)
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      Yao, Dennis, and Hillary Greene. "The Art of the Merger: The Museum of Modern Art and PS1." Harvard Business School Case 720-412, March 2020. (Revised May 2022.)
      • 2019
      • Chapter

      Integrated Partnerships in Cultural Sponsorship: The Cases of Guggenheim UBS and MFA Boston-Fleet

      By: Stephen A. Greyser and Ragnar Lund
      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...  View Details
      Keywords: Museums; Financial Institutions; Partners and Partnerships; Culture; Cooperation
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      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.
      • July 2019 (Revised August 2020)
      • Case

      Peabody Essex Museum: What Next?

      By: V. Kasturi Rangan and Jeffrey F. Rayport
      The case describes the 25-year transformation of Peabody Essex Museum, which was created in 1993 by the merger of two sub-scale predecessor cultural institutions, operating since 1799, in Salem, Massachusetts. Dan Monroe, its founding CEO, began a process of building...  View Details
      Keywords: Museums; Strategy; Leadership; Transformation; Innovation Leadership; Strategic Planning
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      Rangan, V. Kasturi, and Jeffrey F. Rayport. "Peabody Essex Museum: What Next?" Harvard Business School Case 520-009, July 2019. (Revised August 2020.)
      • January 2019 (Revised January 2021)
      • Case

      The Louvre

      By: Rohit Deshpandé, Francois-Lucien Vulliermet and Daniela Beyersdorfer
      Once a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world’s largest and most visited museum in 2017. Its President Director Jean-Luc Martinez had since 2013 spearheaded its development and...  View Details
      Keywords: Customer-centricity; Cultural Organizations; Museum; Brand; Customer Focus and Relationships; Mission and Purpose; Culture; Education; Brands and Branding; Marketing; Fine Arts Industry
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      Deshpandé, Rohit, Francois-Lucien Vulliermet, and Daniela Beyersdorfer. "The Louvre." Harvard Business School Case 519-045, January 2019. (Revised January 2021.)
      • February 2017
      • Teaching Note

      The Tate's Digital Transformation

      By: Jill Avery
      John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s...  View Details
      Keywords: Digital; Ecommerce; Experience; Customer Experience; Customer Relationship Management; Channel Management; Museums; Arts Marketing; Nonprofit; Marketing; Marketing Channels; Marketing Strategy; Customer Focus and Relationships; Digital Marketing; Digital Strategy; Social Media; E-commerce; Entertainment and Recreation Industry; Fine Arts Industry; England; United Kingdom; Europe
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      Avery, Jill. "The Tate's Digital Transformation." Harvard Business School Teaching Note 517-098, February 2017.
      • December 2016
      • Article

      Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

      By: Ragnar Lund and Stephen A. Greyser
      This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship...  View Details
      Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts
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      Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum." Journal of Business and Policy Research 11, no. 2 (December 2016): 156–177.
      • 2015
      • Working Paper

      Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

      By: Ragnar Lund and Stephen A. Greyser
      Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with...  View Details
      Keywords: Value Creation; Partners and Partnerships; Marketing Strategy; Culture; Banks and Banking
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      Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum." Harvard Business School Working Paper, No. 16-041, October 2015.
      • June 2015 (Revised October 2016)
      • Case

      Denver Museum of Nature & Science

      By: Jill Avery and Jim Rosenberg
      Digital was on Vice President of Strategic Partnerships and Programs Bridget Coughlin's mind these days. DMNS had been dabbling in digital for the past few years, but had never fully committed to it. The time had come to establish a strategic vision, and to decide...  View Details
      Keywords: Digital; Nonprofit; Arts; Education; Marketing; Marketing Communications; Marketing Strategy; Nonprofit Organizations; Social Media; Education Industry; North America; United States
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      Avery, Jill, and Jim Rosenberg. "Denver Museum of Nature & Science." Harvard Business School Case 315-081, June 2015. (Revised October 2016.)
      • January 2009 (Revised April 2009)
      • Case

      Disaster in April: The Obligations of Kelly Construction

      By: John D. Macomber, Christopher M. Gordon and Ben Creo
      A construction company experiences a crane accident with multiple fatalities. The CEO, a client, and an employee must make choices to meet the company's obligations. Set in 2006, the case looks at the choices faced by board members of a museum that is an important...  View Details
      Keywords: Business Exit or Shutdown; Family Business; Insolvency and Bankruptcy; Governing and Advisory Boards; Compensation and Benefits; Contracts; Crisis Management; Construction Industry
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      Macomber, John D., Christopher M. Gordon, and Ben Creo. "Disaster in April: The Obligations of Kelly Construction." Harvard Business School Case 209-099, January 2009. (Revised April 2009.)
      • 23 Sep 2008
      • Other Presentation

      Strategy for Social Enterprises

      By: Michael E. Porter
      Strategy presentation at the Harvard Business School Club of Greater New York. Topics include: strategy for museums and social enterprises.  View Details
      Keywords: Strategy; Society; United States
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      Porter, Michael E. "Strategy for Social Enterprises." Harvard Business School Club of New York Social Enterprise Summit, New York City, NY, September 23, 2008.
      • May 2006 (Revised September 2006)
      • Teaching Note

      Museum of Fine Arts Boston (TN)

      By: V. Kasturi Rangan and Marie Bell
      Keywords: Fine Arts Industry
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      Rangan, V. Kasturi, and Marie Bell. "Museum of Fine Arts Boston (TN)." Harvard Business School Teaching Note 506-074, May 2006. (Revised September 2006.)
      • 28 Apr 2006
      • Other Presentation

      Strategy for Museums

      By: Michael E. Porter
      Presentation on strategy for museums at the American Association of Museums, Boston, MA.  View Details
      Keywords: Strategy; Society; United States
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      Porter, Michael E. "Strategy for Museums." American Alliance of Museums Annual Meeting, Boston, MA, April 28, 2006.
      • October 2005 (Revised September 2006)
      • Case

      Museum of Fine Arts Boston

      By: V. Kasturi Rangan and Marie Bell
      One of Boston's main cultural attractions, the Museum of Fine Arts (MFA), has experienced a steady decline of its core audience over the last decade. The museum's executive director attempted to bridge the shortfall by staging new, innovative, special exhibitions,...  View Details
      Keywords: Product Marketing; Growth Management; Innovation Leadership; Capital; Financing and Loans; Service Operations; Consumer Behavior
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      Rangan, V. Kasturi, and Marie Bell. "Museum of Fine Arts Boston." Harvard Business School Case 506-027, October 2005. (Revised September 2006.)
      • July 2002
      • Teaching Note

      Museum of Fine Arts, Boston/Fleet Financial Group Sponsorship of Monet in the 20th Century, The TN

      By: Stephen A. Greyser and David Crockett
      Teaching Note for (9-502-059).  View Details
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      Greyser, Stephen A., and David Crockett. "Museum of Fine Arts, Boston/Fleet Financial Group Sponsorship of Monet in the 20th Century, The TN." Harvard Business School Teaching Note 503-013, July 2002.
      • March 2002 (Revised October 2002)
      • Case

      The Museum of Fine Arts, Boston/Fleet Financial Group Sponsorship of Monet in the 20th Century

      By: Stephen A. Greyser and David Crockett
      The Museum of Fine Arts in Boston and Fleet Financial Group's sponsored the Monet in the 20th Century exhibition, the world's largest, in 1998. The case chronicles the solicitation of a large corporate sponsor, as well as the growth and development of their...  View Details
      Keywords: Nonprofit Organizations; Finance; Product Development; For-Profit Firms; Partners and Partnerships; Arts; Brands and Branding; Innovation and Invention; Fine Arts Industry; Financial Services Industry; Massachusetts
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      Greyser, Stephen A., and David Crockett. "The Museum of Fine Arts, Boston/Fleet Financial Group Sponsorship of Monet in the 20th Century." Harvard Business School Case 502-059, March 2002. (Revised October 2002.)
      • November 1996 (Revised February 1997)
      • Case

      Historical Society of Pennsylvania, The

      By: Stephen A. Greyser and Stephanie L. Woerner
      The Historical Society of Pennsylvania (HSP) runs one of the nation's most important research libraries and a museum focusing on colonial history. Financial analysis shows that the society has absorbed increased costs of operation over the past decade through slow but...  View Details
      Keywords: Finance; Cost; Human Resources; Leadership Style; Management Analysis, Tools, and Techniques; Managerial Roles; Mission and Purpose; Corporate Strategy; Pennsylvania
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      Greyser, Stephen A., and Stephanie L. Woerner. "Historical Society of Pennsylvania, The." Harvard Business School Case 597-062, November 1996. (Revised February 1997.)
      • December 1994
      • Case

      Isabella Stewart Gardner Museum

      By: William J. Poorvu
      Keywords: Arts; Fine Arts Industry; Boston
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      Poorvu, William J. "Isabella Stewart Gardner Museum." Harvard Business School Case 395-137, December 1994.
      • May 1993
      • Teaching Note

      Museum Accounting Methods Controversy TN, The

      By: Regina E. Herzlinger
      Keywords: Accounting; Problems and Challenges; Arts; Fine Arts Industry
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      Herzlinger, Regina E. "Museum Accounting Methods Controversy TN, The." Harvard Business School Teaching Note 193-124, May 1993.
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