Although customer orientation seems to be an adequate marketing approach to achieve the objectives of for-profit organizations, this approach is not enough for cultural organizations that are also involved in a social mission. The current work is focused on the case of museums and arts organizations and analyzes the implications of three alternative strategic orientations (customer, sales, and custodial orientations) to improve social performance (education and conservation) as well as economic performance (income or number of visitors). The empirical analysis of 182 Spanish museums reveals that social performance is highly related to custodial and customer orientation, whereas economic performance depends mainly on a sales orientation.
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