Preduzetnički duh u institucionalnom sistemu kulture od administrativnog do preduzetničkog menadžmenta muzejskih ustanova

Abstract

Rad istražuje mogućnosti primene teorije i prakse preduzetništva u kontekstu institucija kulture. Motivisan manjkom teorijskog i empirijskog istraživanja pojma kulturnog preduzetništva, sa jedne, i sve glasnijim zahtevima da kulturne institucije deluju više preduzetnički, sa druge strane, ovo istraživanje predstavlja pokušaj da se pojasni i produbi razumevanje prirode i uloge preduzetničkog fenomena u institucionalnom sistemu kulture. Kroz pregled doprinosa i uvida različitih naučnih disciplina koje su se bavile istraživanjem preduzetništva, u profitnom i društvenom kontekstu, predložena je interdisciplinarna definicija preduzetništva kao organizacionog, strateški upravljivog fenomena koji, vođen misijom, kroz inovativnost, proaktivnost i spremnost na rizik, koristi promene u okruženju kao prilike za inovacije. Kako se preduzetnički fenomen manifestuje u kulturnim institucijama, u kom obliku i intenzitetu, provereno je u kontekstu muzeja: istraženo je kakvu misiju treba da ima preduzetnički orijentisan muzej; koje su to promene sa kojima se muzeji danas suočavaju i koje mogu da deluju kao „pokretači“ preduzetništva; kako muzeji pristupaju promenama − kao pretnjama ili prilikama za preduzetničke poduhvate; koliko muzeji inovativno, proaktivno i smelo koriste promene kao preduzetničke prilike i kako se ova tri osnovna preduzetnička ponašanja manifestuju u kontekstu muzeja; šta su rezultati preduzetništva i kako inovacije doprinose boljem ostvarenju i unapređenju misije muzeja − direktno, kroz povećanje njihove efektivnosti, ili indirektno, kroz povećanje efikasnosti muzejskog rada; koje su to prepreke koje pred razvoj viših nivoa preduzetništva postavljaju institucionalna priroda i organizacioni konteksti muzeja. Teorijski postavljen model muzejskog preduzetništva empirijski je proveren u javnim muzejima jugoistočne Srbije. Kroz kombinaciju kvantitativnog i kvalitativnog pristupa u istraživanju (anketa i razgovor), izmereni su nivoi preduzetničkih ponašanja muzeja i ocenjena je visina prepreka koje muzejski kontekst stavlja pred razvoj preduzetništva i koje je neophodno uzeti u obzir prilikom uvođenja preduzetničkog menadžmenta u muzeje.

This thesis explores the possibility of applying entrepreneurship theory and practice in the context of cultural institutions. Motivated by the lack of theoretical and empirical research into cultural entrepreneurship on the one hand, and by the ever-increasing demands for the cultural institutions to act in a more entrepreneurial manner on the other, this research represents an attempt to clarify and further deepen the understanding of the nature and the role of the entrepreneurial phenomenon within the institutional system of culture. Having in mind the contributions and insights of various scientific disciplines which dealt with the entrepreneurship research within the profit and social context, an interdisciplinary definition of entrepreneurship was suggested stating that it is an organisational, strategically manageable phenomenon which, driven by the organisational mission, exploits environmental changes as opportunities for innovations, through innovative, proactive and risk-taking behaviour. The way entrepreneurial phenomenon manifests itself in cultural institutions, in which form and intensity, was checked within the museum context. The research was conducted based on the following: what kind of a mission should an entrepreneurship-driven museum have; what are the changes which museums are faced with today, and how can they act as ‘a driving force’ of entrepreneurship; how do museums approach changes – as threats or opportunities for entrepreneurial ventures; how innovatively, proactively and boldly do museums exploit changes as entrepreneurial opportunities and how do these three basic entrepreneurial behaviours manifest themselves in the context of a museum; what are the outcomes of entrepreneurship and how do innovations contribute to better realisation and advancement of a museum mission – directly, through the increase of its effectivity, or indirectly, through the increase of museum work efficiency; what are the obstacles which are set by the museum’s institutional nature and operating environment at a higher level of entrepreneurship development. A theoretically set model of ‘museum’ entrepreneurship has been empirically tested in south-east Serbia public museums. Using combination of qualitative and quantitative research approach (survey and interview), the levels of museum entrepreneurial behaviour were measured and the obstacles to the entrepreneurship development within a museum context were identified and evaluated.