THE SOCIAL ORGANIZATIONS MANAGEMENT MODE: THE ART MUSEUM OF RIO DE JANEIRO CASE (MAR)

Abstract

Public cultural organizations have been undergoing changes in their management in recent decades. These changes point to the growth of the Third Sector and the management models imposed by it in the cultural area. In this context, this article analyzes the management model of the Rio Art Museum (MAR), a public museum run by the Odeon Social Organization located in Rio de Janeiro. The creation of MAR presents evidence of a management model created as a proposal of a brand-name museum because of a tourist and marketing route. The applied methodology consisted of a case study carried out through a documentary and bibliographical research. As a result, MAR has been in line with its public-private management model that invests in the quality of its brand.