<title>Abstract</title> Innovation has become a key tool enabling museums to adapt to the major changes that have taken place in recent decades in the milieu in which such organizations operate. However, countries' differing cultural policies, coupled with the particular nature of museums themselves (size,...

Purpose – The purpose of this paper is to explore the relationship between museums and their donor clients (“friends”) by analysing the relative importance of the benefits (material and non‐material) that such friends of the organisation receive, their organisational identification with...