Abstract
ABSTRACTThis paper presents the outcomes to three case studies of heritage museums that employed contemporary artwork to arouse visitors’ interest in subjects covered by these museums but which could not easily be examined using conventional media (pamphlets, placards on museum walls, written text on electronic information stations, etc.). The details of relevant collaborations between contemporary artists and museums intended to achieve this purpose are discussed, and applicable theories concerning marketing collaboration between partner organisations are compared against actual behaviour within the case organisations in the museum–artist context. Many of the prescriptions of collaboration theory regarding successful partnerships seem to have occurred in the cases investigated, although it appeared that collaborations worked best when artists were given full control over the display of their creations.
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