Asian Case Research JournalVol. 23, No. 02, pp. 273-287 (2019)

Van Gogh Museum: A Digitally Engaging Museum


Van Gogh Museum (VGM) wants to reach out to as many visitors and non-visitors as possible, enriching and inspiring people through their collection and knowledge on the famous painter, Vincent van Gogh. One of their strategies is through digital marketing approaches. However, VGM decides to reinstate its photography ban at roughly the same time the ‘selfie’ trend is booming all over the world, which might hinder the museum’s mission. This case study explores issues in a museum business that slightly differ, yet still holds high relevance to any regular business in terms of digital communication strategy. The aims of this case study are to exercise a decision-making process in which the visitors and the non-visitors of the VGM play a major role, and to initiate creativity in discovering ways to communicate and creating relationship with the public or targeted audience.

Diane Natassia and Ahmad Seiichi Ramadhan of BINUS Business School, Jakarta, Indonesia, prepared this case from public sources (under supervision of BCC). BBS cases are developed solely as the basis for class discussions. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management.

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