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Published online by Cambridge University Press: 28 November 2011
Whether courting the Court of Queen Elizabeth, or relocating to save the finances of his co-investors, Shakespeare's entrepreneurial skill and nose for the market were as good as his writing.
This, slightly unexpected, invocation of Shakespeare opens a report on ‘The Entrepreneurial Museum’, commissioned by the UK Museums and Libraries Association. The report provides a set of models for museum directors, urging them to embrace new business practices as a way of creating ‘sustainable income through commercial activities’ (p. 1). It urges museum managers to be aware of the commercial potential of the objects in their care and emphasizes the scope for creative association with commercial companies, offering examples of best practice such as ‘the Natural History Museum's T-Rex pyjamas in M&S [Marks and Spencer], the John Lewis’ V&A [Victoria and Albert Museum] secateurs, and the Science Museum's educational toys’.
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