‘Selling’ Strategy in cultural organizations: museum guides in action

Julia Balogun, Katie Best, Jane LÊ

Research output: Contribution to journalArticlepeer-review


This paper explores how workers in the public and non-profit sectors contribute to cultural organizations' realized strategy. Using a workplace studies approach, we analyse the work of museum tour guides as a salient example of frontline workers. Our findings demonstrate the subtle and intricate work of tour guides in realizing the strategic aims of cultural organizations: These workers skillfully combine language, material and bodily expressions in the flow of their everyday work to bring strategy into being.
Original languageEnglish
Article number11622
JournalAcademy of Management Best Paper Proceedings
Issue number1
Early online date26 Jun 2015
Publication statusPublished - 2015


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