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Title
Digital strategy and digital governance at Universalmuseum Joanneum / by Anita Brunner-Irujo
AuthorBrunner-Irujo, Anita
Thesis advisorBailie, Rahel Anne ; Wittenbrink, Heinz
Published2017
Institutional NoteGraz, Fachhochschule Joanneum, Masterarb., 2017
Date of SubmissionFebruary 2017
LanguageEnglish
Document typeMaster Thesis
Keywords (DE)Content-Strategie / Museum / Digital / Transformation / Governance
Keywords (EN)content-strategy / museum / digital / transformation / governance
Keywords (GND)Museum / Digitale Revolution / Informationstechnik / Strategie
URNurn:nbn:at:at-fhj:1-48 Persistent Identifier (URN)
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 The work is publicly available
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Digital strategy and digital governance at Universalmuseum Joanneum [13.96 mb]Digital Strategy and Digital Governance at Universalmuseum Joanneum [14.25 mb]
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Abstract (German)

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Abstract (English)

Large international organisation such as the Met Museum in New York City, the Tate Museum in London, the Museum Victoria in Melbourne or the Städel Museum in Frankfurt drive the conversation around digital strategy and digital transformation. According to a survey among museums by Axiell Group AB, more than half (53%) of survey respondents stated the digital strategy is either related to, or integrated into the institutional strategy,” showing a clear direction of where museums are heading. However, a solid digital strategy is required to ensure that digital initiatives have a lasting effect and are not disproportionately planned and implemented. Otherwise costly initiatives wont be integrated into the organizational structure, nor can technology lead to new valueadded processes, thus preventing digital culture from evolving. A digital strategy can only be successful when leadership embraces the approach and makes employees understand the importance of adoption. Therefore, this t hesis should build a case for the establishment of a digital strategy at Universalmuseum Joanneum, to support both audiencefacing and behind the scenes business goals. The strategy will be presented to upper management to start the process of eventually achieving buyin from all stakeholders. In the first chapter, the strategy for Universalmuseum Joanneum discusses digital initiatives for marketing, education and internal processes. Chapters 2, 3 and 4 of this thesis discuss the importance and impact of digital governance to support the digital strategy and drive digital transformation by clearly outlining who has the authority to do what, and how things need to be done. Defining the digital team is an essential process to ensure that responsibilities are documented going forward and to achieve acceptance for digital across the board. By outlining a proposed digital strategy and making suggestions for the design of a digital governance framework available publicly, supported by best practice examples this thesis can facilitate other museums in their process of defining a digital (transformation) strategy.

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