Guggenheimia maailmalle - case-tutkimus taideorganisaation kansainvälistymisestä

The objective of the research is to explore internationalization of a modern and contemporary art museum and interpret literature of international business in the context of art organization. The purpose of this research is to understand how an organization has internationalized by establishing museums all over the world carrying its own brand name. This research applies literature from international business and earlier museum studies and extends them to the art museum field. The study was conducted as a qualitative single case study focusing on the Guggenheim Foundation. The research data was constructed from news archive of New York Times and Helsingin Sanomat. Based on the findings internationalization process of the Guggenheim Museum has been an ambiguous process. The research suggests that the internationalization of the Guggenheim Museum can be understood through networks. To conclude, based on the network approach it can be described that during the internationalization process Guggenheim Museum interacts with a socio-political network of the foreign market in which the actors of socio-political network and their group of interest can directly or indirectly have an impact on the attempt to internationalize