The document outlines the methodology used in a master's thesis on museum franchising. It involved a literature review from management, marketing, and arts management disciplines. Three case studies were analyzed: the Guggenheim, Louvre, and CaixaForum franchising models. A theoretical framework and best practices for museum franchising were developed based on the literature review and case studies. The framework identified key elements of franchising models like trademarks, products, know-how, and assistance. It also outlined considerations for when franchising may be suitable and a 5-step process for implementation. 40 best practices were identified related to general management, marketing, branding, and experience branding recommendations.

1. MuseumFranchisingFebruary 17, 2010 Barcelona ProgramMSc in Marketing Management 2009/2010 Research ProjectMasterThesisStudent Irene de Pedro LlorenteDirector/Advisor José María Álvarez de Lara Morel, CEIC Director

2. index1. ExecutiveSummary2. Goals of themasterthesis3. Methodology4. Mainlearnings5. Furthersteps

3. index1. ExecutiveSummary2. Goals of themasterthesis3. Methodology4. Mainlearnings5. Furthersteps

4. ExecutiveSummaryIt is worth doing a master thesis on museum franchising because…The trend is becoming increasingly relevant but lacks of specific (scientific) studiesAs a helpful strategy for museums to build successful and/or sustainable businesses, as well as strong brands in a moment especially crucial for the sectorIt contributes to museums with a guide & with reflectionsA guide of reference on museum franchising as a competitive advantage for museums: why, when & how, with recommendations & examplesA series of reflections on the urgency of the introduction of managerial theories & practices in museums as a key for innovation, competitiveness & performanceSelf-benefits of the conducted researchContribution to improve my knowledge of the museum sector, especially regarding the marketing & management disciplinesOpportunity to develop a “consultancy project”in the museum field, which is the professional path I would like to follow in my career

5. index1. ExecutiveSummary2. Goals of themasterthesis3. Methodology4. Mainlearnings5. Furthersteps

6. The 3 biggoals of themasterthesisUnderstand the reasoning behind the museum franchising trendUnderstand the process and define a model for museum franchising3. Analyze the suitability of the strategy in the Spanish museum sectorAnalyze and define why, when and howisitrecommendabletoinitiate a museumfranchisingstrategy

7. index1. ExecutiveSummary2. Goals of themasterthesis3. Methodology4. Mainlearnings5. Furthersteps

8. MethodologyInputResearch & AnalysisOutputLiteratureReview3 Case Studies1 Model (Theoretical Framework)ResearchtopicselectionBestPractices

9. MethodologyInputResearch & AnalysisOutputLiteratureReview3 Case Studies1 Model (Theoretical Framework)ResearchtopicselectionBestPractices

10. Methodology: InputResearchquestions?Ismuseumfranchisingworth, bothfrom a business and a cultural perspective??Mightitbecome a keycompetitiveadvantage in thelong-term? ? Mightitbe a suitablemodel in theSpanishmuseumnetwork?MainhypotheisisFranchisingmightbecome a keycompetitiveadvantageformuseums in thelong-termMightbe a suitablemodel in theSpanishmuseumnetworkSecondaryhypothesisWorth from a businessperspective: + branding+ economic performance Worth from a cultural perspective: + social impact+ exploitation of museumassetsResearchTopicSelection> LiteratureReviewResearch + 3 Case StudiesAnalysis = A theoretical Framework + BestPractices

11. MethodologyInputResearch & AnalysisOutputLiteratureReview3 Case Studies1 Model (Theoretical Framework)ResearchtopicselectionBestPractices

12. Methodology. Research & Analysis: LiteratureReviewPerspective of thestudyform 3 academic disciplines…ManagementMarketingArts ManagementResearchTopicSelection > LiteratureReviewResearch+ 3 Case StudiesAnalysis = A theoretical Framework + BestPractices

13. Methodology. Research & Analysis: LiteratureReview…that are present in themainbibliographyMainreferences are:Sandell, R. & Janes, R. R. (2007) Museum Management and Marketing

14. Harvard Business Review& Harvard Marketing, Harvard Business School

15. Kotler, N. G., Kotler, P. & Kotler, W. I. (2008) Museum Marketing and Strategy

16. International Journal of ArtsManagemet, HEC MontrealMore than 70 bibliographicregerences in theform of:Articles

17. Corporatepapers

18. Reports

19. studies

20. Statistics

21. Etc.ResearchTopicSelection > LiteratureReviewResearch+ 3 Case StudiesAnalysis = A theoretical Framework + BestPractices

22. Methodology. Research & Analysis: LiteratureReviewStructured in 5 groups of knowledgetowardsoneobjectiveResearchTopicSelection > LiteratureReviewResearch+ 3 Case StudiesAnalysis = A theoretical Framework + BestPractices

23. Methodology. Research & Analysis: LiteratureReviewMain ideas fromtheliteratuereviewResearchTopicSelection > LiteratureReviewResearch+ 3 Case StudiesAnalysis = A theoretical Framework + BestPractices

24. MethodologyInputResearch & AnalysisOutputLiteratureReview3 Case Studies1 Model (Theoretical Framework)ResearchtopicselectionBestPractices

25. Methodology. Research & Analysis: 3 Cases Studies3 case studiesGuggenheimLouvreCaixaForum+7 projectsSince 2002SPAIN+10 projectsSince 1990s (1976)INTERNATIONAL+2 projectsSince 2003INTERNATIONALResearchTopicSelection > LiteratureReviewResearch + 3 Case StudiesAnalysis= A theoretical Framework + BestPractices

26. Methodology. Research & Analysis: 3 Cases StudiesThe Guggenheim as a referentGuggenheimLouvreCaixaForum+7 projectsSince 2002SPAIN+10 projectsSince 1990s (1976)INTERNATIONAL+2 projectsSince 2003INTERNATIONALResearchTopicSelection > LiteratureReviewResearch + 3 Case StudiesAnalysis= A theoretical Framework + BestPractices

27. Methodology. Research & Analysis: 3 Cases StudiesThe Guggenheim Bilbao Museum: a referentThe Bilbao EffectCulture + Bottom-line business techniques + Political supportOPPORTUNITYPROCESSRESULTSBasquegovernment:Position he Basqueregioninternationally

28. Urbanrenewalproject

29. Hugeinvestment

30. 3 monthsnegotiation

31. Frank Ghery

32. 6 yearsfromnegotiationtoopening1 yearafteropening:+1M visitors

33. 73% operatingcostscovered

34. Reverseddecliningeconomicactivity

35. Basqueregion as a popular touristdestinationSRGF:Addexhibitionspace

36. AddfinancingsourcesResearchTopicSelection > LiteratureReviewResearch + 3 Case StudiesAnalysis= A theoretical Framework + BestPractices

37. Methodology. Research & Analysis: 3 Cases StudiesThe Guggenheim Bilbao Museum: thedealNEGTIATIONS: October-December 1991BASQUE GOVERNMENTS.R.G.F.FINANCING $326M100% construction & operationalcosts ($256M)

38. Donationtodevelop a Basquecollection ($50M)

39. Franchisefee: 2 tax-free donations ($10M each)OPERATIONS & MANAGEMENTBUILDING & FACILITIES SET-UP DIRECTIONOPENING: October 1997STAFFPROFITS: tickets & gift shop BRANDPART OF COLLECTIONTEMPORARY & ITINERANT EXHIBITIONS“ADVISORY CAPACITY ONLY”ResearchTopicSelection > LiteratureReviewResearch + 3 Case StudiesAnalysis= A theoretical Framework + BestPractices

40. MethodologyInputResearch & AnalysisOutputLiteratureReview3 Case Studies1 Model (Theoretical Framework)ResearchtopicselectionBestPractices

41. Methodology. Output: A Theoretical Framework of MuseumFranchisingLiteratureReviewCase StudiesTriangular Analysis1 modelforMusemFranchisingHOW?WHY?WHEN?ResearchTopicSelection > LiteratureReviewResearch + 3 Case StudiesAnalysis = A theoretical Framework + BestPractices