This webinar will take a look at the world of marketing and business management with a view to exploring how heritage organizations can re-envision their business model to one that centres on customer well-being. Participatory business model innovation seeks to improve what an organization seeks to deliver and how it goes about it, to serve its customers better, improve its viability and increase its contribution to sustainability. This requires identifying and implementing mutually supportive changes to an organization's value proposition and its operating model. Essential to this are customer-centric methods to ensure diverse customer perspectives are incorporated. As an approach to rethinking heritage operations, such market-driven innovation can help to reveal practical ways to deliver greater social impact and well-being while also rendering the organization more attractive for donor funding.


  • Alison Heritage, ICCROM
  • Jennifer Copithorne, ICCROM


  • Prof. Michela Addis, Ph.D. Marketing professor, University Roma Tre, and Research Infrastructure Coordinator – Lazio Culture Technology District Center of Excellence, Rome, Italy 
  • Prof. Andrea Rurale, Director Master in Arts Management and Administration (MAMA), Bocconi University, Milan, Italy
  • Robert Stein, Chief Information Officer, National Gallery of Art, Washington D.C., United States
  •  Joyoti Roy, Head of Marketing, Chhatrapati Shivaji Maharaj Vastu Sangrahalaya Museum, Mumbai, India

ILS 22 June 2023

Join us on 22 June 2023. Registration is mandatory and FREE.