Faculty of Management

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A theory-practice divide in a museum showcase
(Sciendo, 2021-06) Bîră, Monica; Zbuchea, Alexandra
We aim to map the divide between practice and research in the field of knowledge production and diffusion related to museum studies. In doing so, we draw on the domain literature regarding the evolution of museums as institutions and its implications for the development of a dedicated field of studies. The current research focuses on the publishing work undertaken by museum professionals and researchers, as an essential component contributing to the advancement of research as well as to the diffusion of good practices. More precisely, we scrutinized European journals from the domain available on the Web of Science (WoS) as well as journals not included in the “main” scientific flows and generally published in various languages, other than English.
Creative urban spaces : a collaborative and organisational view
(Institute of Knowledge Asset Management (IKAM), 2025) Romanelli, Mauro; Zbuchea, Alexandra; Bîră, Monica
The urban development processes rely on cities and urban communities that make efforts to support initiatives and policies that enhance the aims and the implementation of sustainable issues within urban spaces. In particular, cities are going smart not only by investing in human and organisational energies to make technology as a driver for sustainable urban growth, but also promoting cultural, civic and creative assets and inputs that make the city a culture-led and knowledge-driven socially innovative urban community, opening to creative urban spaces. Post-industrial cities increasingly are working to make and develop creative collaborative urban spaces. Cities of tomorrow will invest knowledge sources in driving creative-led and culture-driven initiatives that contribute to making collaborative urban spaces and driving sustainable and inclusive urban growth, leading to community development and engagement. The future of urban growth relies on promoting culture as an opportunity to develop inclusive and cohesive communities that contribute to making creative urban spaces. Creative hubs develop bottom-up initiatives, by involving artists and other creatives who are able to meet the needs of an artistic community, making creative meeting places as well as urban spaces. Creative urban spaces develop creativity-led processes and rely on creative cities and hubs as socially inclusive communities that rediscover the importance of collaborative innovation as a framework that helps shape wealthy urban spaces into engines of social innovation. The study aims at investigating the relationships between creative cities and hubs that are following a collaborative view to organisational as well as urban spaces, in order to drive social innovation and achieve social sustainability within creative urban spaces.
Enhancing engagement with museums through phygital marketing strategies.
(IGI Global Scientific Publishing, 2025) Zbuchea, Alexandra; Bîră, Monica; Bălan, Emanuela Ana-Maria
The role of museums has significantly evolved from being guardians and researchers of the heritage to becoming active social and community agents, a transformation influenced by digital technologies and participatory approaches. This chapter investigates the application of Phygital strategies in museums, which integrate physical exhibits with digital platforms, in enhancing visitor engagement and education. It explores the current landscape of Phygital approaches in museum marketing and their impact on visitor experiences. The study highlights how museums leverage immersive technologies to create innovative and memorable on-site and online experiences. Despite the increasing adoption of digital strategies during the COVID-19 pandemic, the literature on Phygital practices remains secondary in museum studies, often found within technical publications or broader heritage management discussions.
Museums driving urban regeneration and community well-being
(IKAM, 2022) Zbuchea, Alexandra; Romanelli, Mauro; Bîră, Monica
Museums contribute to urban regeneration processes and develop communities, contributing to their wellbeing. Culture helps to support urban innovation, opening up to urban regeneration as a source of well-being for communities. Social innovation, as well as a dynamic vision for urban change management and sustainable development, might be enhancing factors. Museums contribute to urban redevelopment strategies and act as social agents of change and spaces of cultural innovation and experimentation to revitalize urban spaces, fostering solidarity, integration, and collaboration. Museums select a pathway for building community wellbeing, by social innovation, driving urban regeneration processes that benefit urban communities and environments.
Muzeele nu sunt o urgență? Date și percepții despre cum au traversat muzeele pandemia COVID-19
(Institutul Național pentru Cercetare și Formare Culturală, 2020-12) Zbuchea, Alexandra; Bîră, Monica
In the past decades museums have faced new challenges, leading to many changes in museum management. The role of museums, as well as how they relate to their audiences has changed substantially. The COVID-19 pandemics adds supplementary challenges to museums, especially in the way how they interact with their visitors. For now, we could not predict how durable these would be and if museums are going to go back to „normal”. The present paper is an investigation of how the Romanian museums, especially the ones in Bucharest, adapted their public activity to the pandemic. This allows museums to look back, to learn their lessons, and to design effective strategies for the coming months and years. The study also includes an evaluation of the perceptions of how Romanian museums dealt with this new challenge of the society – the pandemic. The third part of the investigation refers to the museum memes popular in these times. Overall, the research offers an overview of the Romanian museums in times of the COVID-19 pandemic in relation to their public, offering a glimpse into their public image.
Through the public’s lens: are museums active members of society? an investigation during the COVID-19 pandemic
(Springer, 2021-04-01) Zbuchea, Alexandra; Romanelli, Mauro; Bîră, Monica
Traditionally, museums have cultural and educational roles. Increasingly, however, museums are also assuming a social role in engaging with visitors and communities and strengthening social involvement coherently given the changing expectations of the public. Museums have become participatory organisations that contribute to the well-being of society. Considering the global health challenge of the COVID-19 pandemic, this chapter investigates the way museums have responded to support their communities, as well as the public’s perception of museums’ civic profile. An online survey was applied in Italy, Romania, and the Republic of Moldova to identify the dimensions of the activity of museums regarding how the support offered by museums is visible and appreciated. The study shows that museums reacted to the COVID-19 pandemic crisis, developing online and digital sources to adapt and deliver their offers, to have a voice within society. Generally speaking, it seems that the public does not pay much attention to museums concerned in contemporary societal debates. Understanding the public image of museums helps museums redesign their organisation and activities to meet the expectations of contemporary audiences coherently, given the recent societal developments. This investigation is among the first to highlight the way museums have assumed an activist role, providing support to the wider public, by reacting to the COVID-19 pandemic.

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Browsing Faculty of Management by Author "Bîră, Monica"