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MSA FORWARD 2022
May 18-22, 2022
Educational Session Recordings

The Challenges of Cultural Enterprise – Balancing Value with Values

Presenter: Caroline Brown, Chair of the Association for Cultural Enterprises and Head of Commercial, British Library, Association for Cultural Enterprises
Knowledge Standards: Visitor Relations, Strategic Management, Merchandise Planning

Session Description: Commercial enterprise in the cultural sector has always supported its organizations by delivering profit and underpinning financial viability. As visitors become increasingly engaged in issues related to environmental sustainability, inclusion and equity, how can commercial teams embed and amplify the wider values of our organizations? In developing the 2030 British Library Commercial strategy, Caroline Brown is working with the senior leadership team to address these questions – challenging long held assumptions about the role of the commercial team. These themes were also foregrounded in the Association of Cultural Enterprises Conference in March 2022 demonstrating that these challenges are widely shared amongst our many delegates from across the UK, Europe and the US. In this session Brown will share some thoughts based on her current strategic work, and insights from the conference, highlighting the challenges and opportunities in developing a commercial vision fit for the future.