Abstract
The article reveals the concept of museum franchising as a successful brand strategy of modern world-class cultural institutions arising from development of their fundraising activities and efforts to meet the challenges of globalization. Particular attention is paid to specific features of the innovative approaches to the study of international activities of museums, explained under the concept of soft power museum diplomacy. The research concludes that the emergence of museums' foreign branches and the development of Joseph Nye's “Soft Power” theory contribute to evolution of the concept of museum diplomacy.
| Original language | Russian |
|---|---|
| Title of host publication | Межкультурный диалог в современном мире |
| Subtitle of host publication | Материалы VII конференции с международным участием |
| Editors | Владимир Фокин |
| Place of Publication | СПб. |
| Publisher | Скифия-принт |
| Pages | 50-56 |
| ISBN (Electronic) | 978-5-98620-360-7 |
| Publication status | Published - 2019 |
| Event | Межкультурный диалог в современном мире: VII конференция с международным участием - кафедра международных гуманитарных связей факультета международных отношений СПбГУ, Санкт-Петербург Duration: 20 Apr 2019 → 23 Apr 2019 Conference number: VII |
Conference
| Conference | Межкультурный диалог в современном мире |
|---|---|
| Country | Russian Federation |
| City | Санкт-Петербург |
| Period | 20/04/19 → 23/04/19 |