THE (UN)BEARABLE NEGATIVENESS OF MARKETING IN THE THIRD SECTOR. THE CASE STUDY OF TWO PORTUGUESE MUSEUMS

In general the Third Sector appears associated to "noble" missions, absent from "more materialistic" interests. Thus, issues related to marketing strategies seem to make no sense in such context. In this case study we undertake a detailed analysis of the historical evolution, artistic positioning, and organization of two institutions, the Museu de Serralves and the Museu Nacional de Soares dos Reis, seeking to inquire the relevance that the human capital allocated to the management had in such evolution. We evaluate the extent to which the existence of advanced management competencies allowed the complexity of marketing strategies and, therefore, better performance.