This book presents an innovative approach to the strategic management perspective in the museum context.

Due to the dynamic political, social, and economic challenges, museums increasingly have to apply a business-oriented perspective, yet this issue is analyzed in a fragmented way. Thus, drawing from extensive literature reviews and previous studies, this multiple case study delves into a dynamic of relationship management and value co-creation processes within a multi-stakeholder approach. While there is a growing interest in museum management, many current studies are static and fragmented, focusing mainly on visitors' perspectives. In contrast, the presented research employs a dynamic approach to stakeholder management and value co-creation. As value creation and delivery intersect throughout the value co-creation process, the research perspective should go beyond the final recipients and the final value delivery. It was one of the concluding points. This study also considers changes in the strength of relations, the interdependence of museums' main activity areas, and the dynamic of stakeholder salience.

The presented exploration results can be interesting and relevant to museum practitioners and other people working in the culture sector, as well as to scientists and academics in the management field.