Museums creating value and developing intellectual capital by technology : From virtual environments to Big Data

Purposes The aim of this study is to provide a conceptual framework to explain how museums sustain intellectual capital and promote value co-creation moving from designing virtual environments to introducing and managing Big Data. Design/methodology/approach This study is based on archival and qualitative data considering the literature related to the introduction of virtual environments and Big Data within museums. Findings Museums contribute to sustaining intellectual capital and in promoting value co-creation developing a Big Data-driven strategy and innovation. Practical implications By introducing and managing Big Data, museums contribute to creating a community by improving knowledge within cultural ecosystems while strengthening the users as active participants and the museum’s professionals as user-centred mediators. Originality/value As audience-driven and knowledge-oriented organisations moving from designing virtual environments to following a Big data-driven strategy, museums should select organisational and strategic choices for driving change.