Museums creating value and developing intellectual capital by technology

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.