The show must go on

This paper aims to stimulate discussion about the nature of technology-related organisational change and how it is managed within the cultural sector. Literature points out that digitization could not only strengthen the position of cultural organizations, but could also threaten the traditional way of working within the sector. However, the topic of how different cultural organizations accommodate digitization and what a more effective utilization of the Internet by cultural organizations entails is rather understudied. This is why this study digs into this ‘research gap’ by conducting a qualitative analysis of the use of new digital possibilities by Dutch museums and Dutch record companies. In addition, by focusing on the effects of this accommodation on the overall performance of the cultural organizations, this study aims to illustrate what a more effective utilization of the Internet and digital technologies by (cultural) organizations entails. The results of the study indicate that museums and record companies are already implementing online strategies - sometimes in varying degrees- focusing on: e-communication, e-commerce, e-marketing and e-creation. The results also indicate 5 organizational media literacies that could enable a more effective online strategy.