New generation cultural and scientific institutions — dilemmas and strategic challenges

Abstract

Recent periods witnessed very strong development trend of new generation cultural and scientific institutions that can be distinguished by their interdisciplinary approach. They combine promoting culture and science with creative activities. Thus, a new category of actors emerge who very clearly divert from traditional institutions focused on selected usually mono-disciplinary functions. These are hybrid institutions that, besides combining various functions and artistic, exhibition activities that promote knowledge in different forms clearly go beyond the scale of former establishments and are closer to interdisciplinary centres of culture services. This is also the line joined by new generation and interdisciplinary science and entertainment centres (Pulh M., Mencarelli R., 2010). At this point, it is worth asking about strategic challenges and dilemmas over the idea and development of such institutions. We may have an impression that the development of these institutions is mainly marketing-driven and tends to concentrate many complementary activities in the field of arts and science in one place. This is supposed to encourage massive engagement in various cultural, science or entrepreneurial events. It would be good if such activities addressed to a wide audience could translate into new possibilities and forms of contact with arts and science. We also should not forget specific values that arise from intimate contact with exactly these two areas. This is a general question about how, in contact with art, we can stimulate the reflection of visitors and boost their sensitivity to artistic interventions . Managing such new institutions requires a completely new category of managers able to use knowledge in project management, marketing interdisciplinary events, and modern marketing communication who understand arts, and are open to changes, social innovation and entrepreneurial actions. Finding managers that would fit the profile is a huge challenge and their skills are decisive for the operating formula and idea of these institutions. New institutions imply posing questions about relationships that currently emerge between innovations in cultural and scientific institutions and broadly understood marketing and entrepreneurship and the deployment of modern technologies.