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Article

Разработка стратегий коммодификации в сфере музейных услуг

Хорева Л. В., Шулятьева Ю. Д.

Article provides analysis of commodification strategies applied by St. Petersburg museums. In particular, strategies of development of museum shops’ product are studied. Structure of shops’ assortment is explored with the help of tools developed specially for this research. There are strengths and weaknesses of museum activities on commodification of their collections that are outlined. Recommendations for various groups of stakeholders who take part in the commodification process are developed.