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Museum Strategy
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Museum Strategy A Practical Guide

Museum Strategy A Practical Guide

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American Alliance of Museums

Museum Strategy

A Practical Guide

Hilary Branch | Andrew Cone | Erin Prendergast

Business & Economics / Museum Administration & Museology

Museums know they need a strong strategy, but what does that actually mean? This book moves beyond theory to show what strategy work really looks like inside cultural institutions: how it's built, where it breaks down, and how it can succeed. Drawing on practical frameworks and candid case studies, it unpacks strategy development, exposes common pitfalls, and offers a clear approach to implementation that turns vision into action. Whether you are leading an institution, shaping its direction, or working alongside it, this book equips you to organize, execute, and sustain strategy that meaningfully advances a museum's mission.

Hilary Branch is the owner of H.E. Branch Advisors and a founding member of the Arts & Culture Strategy Forum. Previously, she was Vice President of Planning and Strategy at the Art Institute of Chicago.
Andrew Cone is Chief Strategy Officer at the Whitney Museum, previously serving as the museum's Director of Strategy & Planning. Before the Whitney, Cone was a private sector consultant in London, Hong Kong, and New York.
Erin Prendergast is Chief of Strategic Initiatives at the Art Gallery of Ontario. Previously, she was Director of Development for the Walrus Foundation and manager of the Transformation AGO fundraising campaign.


Publication Date: 04 February 2027
Publisher: Bloomsbury Academic
Imprint: Bloomsbury Academic
ISBN-13: 9798765155547
Format: Paperback softback
Page Count: 248
Weight (oz): 12.64

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