Exploring the barriers of multi-stakeholder value co-creation – the museum context

Purpose The study builds on the multi-stakeholder perspective and applies the DART model to frame and explore barriers to value co-creation in the museum context. Design/methodology/approach The empirical research followed a multiple case study design, based on six cases selected in accordance with a maximum variation strategy. The analysis of the data gathered from multiple primary and secondary sources was guided by the qualitative content analysis approach and the pattern-matching technique for a multiple case study. Findings The findings reveal a largely convergent understanding of value co-creation that relates to the social integration of the intrinsic value of museums. The main barriers to value co-creation were identified at both organizational and personal levels, yet important context-bound differences were found regarding the scope and impact of those barriers across defined museum activity areas. Originality/value The study enriches literature and museum management by identifying and synthesizing barriers, offering insights for overcoming them through DART model modifications. These insights extend beyond museums, emphasizing stakeholder identification, recognizing activity-specific barriers, understanding interdependence and considering external factors like the pandemic. Managers can leverage this knowledge for informed decisions and interventions.