Globalization Strategy of Culture Industry – A Case Study of the Guggenheim Museum

• Main Authors: HUANG-KUO-SHU, 黃國書
• Other Authors: 袁鶴齡
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/15640302883462393472

碩士 === 國立中興大學 === 國際政治研究所 === 93 === Globalization Strategy of Culture Industry – A Case Study of the Guggenheim Museum Abstract Globalization has been a trend since late 20th century. Industries around the world have been seizing the opportunity to expand into the international market. With a headquarter in New York City, the Guggenheim Museum has started its international expansion in the late 1990’s. Since then, it has expanded its operation to Venice, Bilbao, Berlin and Las Vegas. Its multi-national presence, which sets the typical example of the way to globalization, creates the important trend of commercializtion and globalization for the development of museum industry . After the great success in its branches, the operation of the Guggenheim Museum demonstrates the new strategy that culture industry leads the urban economy development, which draws the worldwide attention and become the popular research topics in the study of culture economics. This study will analyze the Guggenheim’s expansion strategy from a globalization point of view.Thru joint venture with mutlinational coporations, the Guggenheim has developed a new strategy which incorporates museums into global chains. Thru alliance with various cities around the world, it has also expanded its operations into the international market. Moreover, the Guggenheim has rewritten traditional rules of museum operation. Thru joint operations with museums around the world, it has grown into the largest museum system in the world. This is accomplished by collection sharing, leading to a significant increase in the content of exhibition. The competitive advantage of the Guggenheim’s global branding lies on its modern and creative building designs and a wide variety of collection. In addition, in pursuit of business profits, the Guggenheim has collaborated with cross-industry fashion companies, which is the most eye-popping operation style. Partners with the Guggenheim’s branches range from city governments, multinational banks, entertainment companies, and real estate developers. Although these partnerships are in similar, different branches have their own unique operational features, which demonstrate the utilization of both global expansion and grass root thinking strategies. This model will have a great and long-lasting influence on the expansion style of culture industry. In addition, based its branch planning and experience, this study will observe the risks and challenges that the Guggenheim will face during global expansion. Especially during the establishment of a branch in Taichung, the obstacles and predicaments that Taiwanese culture industry will encounter are the unavoidable challenge on the way to connect to the global culture network. The Guggenheim experience will also bring us great reflection on the globalization strategy of Taiwan’s future culture development. Key words：Guggenheim effect, international expansion, museum alliance, joint venture, global museum