Multi-stakeholder market orientation and museum performance: the role of innovation

Magnadi, Rizal Hari (2025) Multi-stakeholder market orientation and museum performance: the role of innovation. PhD thesis, University of Glasgow.

Abstract

This study introduces a novel multi-stakeholder approach to market orientation, tailored for non-profit museums, addressing the unique demands of cultural institutions operating within resource-constrained environments, such as those in Indonesia. Recognising that effective market orientation requires more than a narrow focus on customers and competitors, this research expands the scope to include a broad range of stakeholders, such as donors, volunteers, visitors, and community partners, integrating them into strategic planning to foster adaptability, innovation, and socio-economic impact.

Using a Sequential Exploratory Design (SED), the study began with a systematic literature review to identify critical constructs within market orientation, viewed through stakeholder theory. In the qualitative phase, in-depth interviews with museum stakeholders helped develop a framework that highlights the influence of diverse stakeholder relationships on market orientation. These insights led to hypotheses regarding the mediating role of innovation in the relationship between multi-stakeholder market orientation (MSMO) and performance, particularly in the non-profit context. In the quantitative phase, a survey tested these hypotheses, demonstrating that innovation serves as a crucial intermediary, translating MSMO into measurable performance improvements.

Key findings suggest that innovation mediates the relationship between MSMO and performance, enhancing museums' ability to meet stakeholder expectations and improve service delivery. Additionally, integrating MSMO with brand orientation (BO) strengthened stakeholder engagement, brand consistency, and mission alignment, supporting socio-economic impact and institutional resilience. This alignment enables museums to establish stakeholder trust, differentiate their brand, and achieve mission-aligned performance outcomes.

This study introduces MSMO as a strategic framework and offers practical guidance for museum leaders in Indonesia and similar developing markets. It demonstrates that a balanced approach incorporating both social objectives and economic sustainability can position museums as resilient, community-centred cultural institutions. These findings advance the literature on strategic orientations in nonprofits and underscore the roles of MSMO and BO in enhancing museum performance and innovation.

• Item Type: Thesis (PhD)
• Qualification Level: Doctoral
• Additional Information: Supported by a scholarship from Universitas Diponegoro.
• Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
• Colleges/Schools: College of Social Sciences > Adam Smith Business School > Management
• Funder's Name: Universitas Diponegoro
• Supervisor's Name: Chatzipanagiotou, Dr. Kalliopi and Azer, Dr. Jaylan
• Date of Award: 2025
• Depositing User: Theses Team
• Unique ID: glathesis:2025-85275
• Copyright: Copyright of this thesis is held by the author.
• Date Deposited: 01 Jul 2025 12:48
• Last Modified: 01 Jul 2025 12:51
• Thesis DOI: 10.5525/gla.thesis.85275
• URI: https://theses.gla.ac.uk/id/eprint/85275