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Regular version of the site

The Higher School of Economics - St Petersburg, the State Hermitage Museum, and the University of Navarra (Spain) organize a joint conference on the internal and external factors that shape the reputation of a museum. The conference "Studying Museum Reputation" will bring together academics and professional experts to share knowledge and experience on one of the most significant issues affecting the strategy of museums.


November 12

10.00 - 17.00


The event will be broadcast live from the State Hermitage Museum, Council Hall





  • 10.00h. - 10.50h. | 'Museum as a driver for cities’ social development and reputation'

    This opening session concentrates on the reality that museums are powerful assets for local development. They can inspire creativity, boost cultural diversity, help regenerate local economies, attract visitors, and bring revenues. Museums do promote culture in society by using their resources to ensure understanding and appreciation for the various groups and cultures that exist in that society.

    In the last ten years, we have seen many local governments paying increased attention to the arts as a vital component of city redevelopment. One of the most prevalent strategies in this regard has been to invest in flagship museums and art. Some cities support flagship cultural development in the belief that such projects will enhance the city image while accelerating private sector investment and attracting tourists to their surrounding area. Many capitals have encouraged and funded such initiatives, perceiving mainstream cultural institutions to be an ideal means of attracting visitors to new redevelopment projects and functioning as catalysts for economic development while enhancing the city image.

    Moderator: Magdalena Gaete, Head Laboratory for Reputation Management in Education, HSE University in St. Petersburg. Representative of the University of Navarra in Russia.


    • Mikhail Piotrovsky, Director of the State Hermitage Museum.
    • Francisco de la Torre, Mayor of Malaga. 'Málaga: Museum as a driver for cities’ social development and reputation. The case of Málaga City'.
    • Boris Piotrovsky‍, Vice Governor of St Petersburg. TBC
  • 11.00h. - 12.30h. | 'Reputation and Good Governance. The need of quality parameters. What indicators affect museum quality measurement?'

    This session has the focus on understanding the question of how to define key indicators for museum metrics as an important insight to develop the museum performance management, that takes into account the internal and external stakeholders of the institution, to provide a view of the organization from various perspectives in order to increase the reputation of the museum among those stakeholders.

    The museum sector is characterized by several features that make this field very challenging. One of these characteristics is the fact that we have to see them as a multidimensional product since cultural goods have a dual character, they are artistic and economic products at the same time.

    On the other hand, measuring quality in museums is a difficult tact, it is difficult, sometimes even impossible, to establish a series of indicators and obtain adequate data.

    Today it is almost necessary to integrate the performance measurement system into the strategic decision-making of the organization. Museum managers feel the pressure to demonstrate that their organization is performing well from a variety of stakeholders and perceive that multidimensional performance measures could bridge the information gap on the performance, quality, and artistic value of cultural programs.

    Moderator: Magdalena Gaete, Head Laboratory for Reputation Management in Education, HSE University in St. Petersburg, and Representative of the University of Navarra in Russia. 


    Cees B.M. van Riel is a professor of corporate communication at Rotterdam School of Management, Erasmus University (RSM), and co-founded the Reputation Institute.

    Maria Krylova, Anatoly Talanenko, Anastasia Polomarchuk, Valery Gordin, Laboratory of Cultural Economics, HSE University in St. Petersburg. “Reputation through the youth's eyes: the loyal community as a mediator between museum and youth”.

    Victor Martínez de Albéniz, professor in IESE’s Department of Production, Technology and Operations Management. IESE Business School.

    Magdalena Gaete, Anastasia Nikolskaya, Laboratory for Reputation Management in Education, HSE University in St. Petersburg "Research on Hermitage reputation among Russian visitors. Analysis of online reviews on Google and Yandex Maps​​​." 

    Angel Alloza, CEO & General Secretary of Corporate Excellence (Centre for Reputation Leadership).


  • 13.00h. - 14.15h. | 'The Cultivation of Reputation in the art and culture sphere'

    During this session, we will comment on some of the consequences of building a reputation in the cultural sphere. One of them is greater awareness that you gain when taking care of your stakeholders, the confidence and trust as you become more transparent. Good reputation needs to be managed through the different levels in the organization and having in account the opinions of your external stakeholders. And the fundraising that your institution does, since it can have good outcomes as for the means you gain. However, it can also happen that the reputation of your donors does not correspond to that of your institution, and you must know how to handle that. During the pandemic, we have seen the need for greater readiness to take risks to keep the institutions' reputations high.

    Moderator: Mikhail Piotrovsky, Director of the State Hermitage Museum.


    • Emilie Gordenker, Director Van Gogh Museum,
    • Luis Monreal‍, Luis Monreal, General manager of the Aga Khan Trust for culture,
    • Jaime Garcia del Barrio, Director del Museo Universidad de Navarra. "In search of a differential artistic project. The case of MUN"
  • 14.30h. - 16.00h. | 'How to increase the international reputation of Russian Museums' (Russian Heritage Abroad Foundation)

    Why are so few Russian museums with their unique collections and resources known around the world? What are successful strategies for positioning a museum for an international audience and attracting visitors? To what extent is the potential of Russian museums and collections used in increasing the foreign tourist flow and shaping the attractiveness of Russian cities? Are museums an important part of the Russian cultural space in the international arena and what should be done to popularize them?
    Participants of the session will discuss tools of building museums' reputation in the eyes of the foreign audiences as well as existing difficulties and lack of competencies (technological inadequacy, insufficient informational activity, lack of knowledge of channels for delivering messages to target audience, etc) and ways of overcoming them. Special attention will be paid by experts to the discussion of methods for assessing the international reputation of museums and the most demanded forms of museum support in this area from charitable foundations and the state.


    • Elena Chernyshkova, Director of the Russian Heritage Foundation Abroad
    • Alexey Glazyrin, General Director of the Newton Group of Companies


    • Oleg Rakitov, Director-Coordinator of Socio-Cultural Programs at VEB.RF
    • Victor Moskovich, Alexander Solzhenitsyn House of Russia Abroad
    • Victor Shalay, Director of the Museum of History of the Far East 
    • Yulia Trabskaya, Director Master Program Art & Culture, HSE St. Petersburg 
  • 16.00h. - 16.30h. | Closing Session 'Ethics, Reputation, Cooperation - 360º View of a Museum's Reputation'

    The purpose of this concluding session is to compile the most important ideas and conclusions reached during the sessions of this conference. Considering the 360° vision of reputation in the cultural sphere. Ethics must be one of the foundations of all cultural activities, which together with cooperation in a time of the pandemic, result in the benefit of all museum stakeholders.


    • Mikhail Piotrovsky, Director of the State Hermitage Museum.
    • Elena Chernyshkova, Director of the Russian Heritage Foundation Abroad,
    • Magdalena Gaete, Head Laboratory for Reputation Management in Education, HSE University in St. Petersburg.





Magdalena Alejandra Gaete Sepulveda

Head Laboratory for Reputation Management in Education HSE University in St. Petersburg

Email: magaetesepulveda@hse.ru
Phone: +7 (963) 990-19-68
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