Cultural and Creative Industries Innovation Strategies for New Service Development Using MCDA

The continuous development of new services is a prerequisite for the development and prosperity of Museums in today's competitive environment. So far, however, limited research effort has been devoted on the development process of innovative services within cultural and creative industries and particularly Museums. Given the crucial importance of cultural organisations for the dynamic cultural and creative industries, this research work aims at studying the development of new innovative services in the Museums of Athens and their ability and capacity to adopt innovation management (i.e., development, organisational, functional and technological aspects of management) as the basic strategy for diversification. To achieve this task, a systematic desk-top research took place in order to identify and analyse models, practices and processes available on the design and development of new services. Based on the results of this work, a survey was designed aiming to identify the current status with regards to innovative services development and innovation management within Athenian Museums. The fieldwork was carried out in 62 museums in Athens and investigated the development process of 184 different services. The analysis was based on data collected via an in depth structured interview with questionnaires from museum directors knowledgeable about new service development in their organisation. A multicriteria methodology was used to examine the potential of a predictive model for successful new service development projects in the cultural industry.