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Characteristics of Heritage Conservation Services

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Cultural Heritage Marketing

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Abstract

This chapter is dedicated to the very specific nature of heritage conservation services, which usually is not fully comprehended by lay people, let alone by those who have never had an opportunity to use them. It explains how heritage conservation services are to be interpreted in the language of marketing and management. The sources of competitive advantage in conservation services are presented, that is, ways in which conservation service providers can positively distinguish themselves from competitors, thus enhancing their relative attractiveness in the customers’ eyes. Among these sources, the following aspects are thoroughly analysed: the conservation service product (understood as a set of benefits aiming to satisfy customers’ needs), the quality of conservation services and the price of conservation services.

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Notes

  1. 1.

    The human aspect pertaining to the conservation of historical objects is two-dimensional. On the one hand, the conservation treatment entirely depends on the professional skills and know-how of the specialist involved; on the other hand, the human factor is inherently related to a past action of the artist or other individual who authored the historical object in question.

  2. 2.

    The above discussion is only to impartially present one of the strategies that can be adopted by providers of conservation services. It is not the author’s intention to provide any comparative judgement regarding the adoption of such a strategy (and, particularly, its actual correlation with the quality of the services offered) as compared with lower pricing strategies that may be adopted by the competition.

  3. 3.

    As for heritage conservation, even the price often cannot be determined in anticipation, as a detailed calculation of the time, materials and workload required is frequently only possible upon examination of the object, first. Therefore, in most cases, the customers may only get an idea as to whether the services provided by a particular conservator are considered to be expensive or not (the pricing issues are further discussed in section six of the present chapter).

  4. 4.

    Furthermore, an inexperienced customer may not even be able to observe whether a suggested treatment quality was actually provided or not (see Dulleck and Kerschbamer 2006).

  5. 5.

    Another problematic issue pertains to the fact that the cultural heritage sector is, as a rule, underfunded. Not only private owners of historical objects but also most of the institutions which perform the role of curators of historical objects (museums, archives etc.) would not be able to pay for the conservation treatment of their collection if the prices charged were to fairly represent the actual work outlay.

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Authors and Affiliations

  1. Chair of Strategies for European Cultural Heritage, European University Viadrina, Frankfurt (Oder), Germany

    Izabella Parowicz

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  1. Izabella Parowicz
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Parowicz, I. (2019). Characteristics of Heritage Conservation Services. In: Cultural Heritage Marketing. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-00287-9_3

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