African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4157

Full Length Research Paper

How crowdfunding makes museum value relevant: An Italian university museum experience

Michela Magliacani
  • Michela Magliacani
  • Department of Economics and Management, University of Pavia, Italy.
  • Google Scholar

  •  Received: 09 November 2019
  •  Accepted: 28 February 2020
  •  Published: 29 February 2020


This study has attempted to enlarge the debate on museums relevant function, in connection to their mission to contribute to the development of the civic society. The research idea has stemmed from the issue of museum accessibility, through measured observation of a co-creation project carried out by a University Museum of Lombardy (Italy) through a crowdfunding campaign. The research has aimed at exploring the many facets of crowdfunding as a tool for advocacy in engaging users, non-users and generic stakeholders, both for the legitimacy of the museum as a “forum” and for enabling a co-creation project. Findings have provided new insights about museum management practices and opened new research into the co-creation of “relevant museum value” under an interdisciplinary perspective and at the international level.


Key words: Co-creation, relevant museum value, crowdfunding, advocacy, accessibility, participation.