Abstract
A key priority, following Lynne Brindley's appointment as Chief Executive of the British Library in 2000, was to restructure the institution's top tier of management. In the resulting new organization structure, the Strategic Marketing and Communications directorate was charged with playing a leading role in development of strategy, increasingly driven by the deeper understanding obtained of the market and its requirements, and the development of the BL brand. This article describes the market-driven shift in the Library's positioning achieved during the following decade.
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