ORSAY MUSEUM - SUCCESSFUL MODEL FOR RAISING COMPETITIVENESS IN THE ROMANIAN CULTURAL ORGANIZATIONS

The contribution of cultural organizations to the expansion of the competitive position of cities has become increasingly significant in recent years thanks to the role they play in urban development. In this context, improving the management of cultural organizations is an important strategic option in order to achieve this fundamental objective, and their competitiveness is reflected directly proportional in the success of the cities. Practice shows that cultural organizations that have adopted a vision adjusted to the competitive economy and have applied specific management tools for the increase of organizational competitiveness, have achieved a good performance, becoming managerial success stories in the field. This paper presents the experience of the Orsay Museum from the perspective of the marketing mix, and also visitors, and gives some possible suggestions for action to Romanian cultural organizations in order to increase their competitiveness, augment the number of visitors, and thus the revenues generated by the urban economies.