The impact of the Rijksstudio on the museum business model as tool for value creation

The diffusion of sophisticated and at the same time accessible technologies has led to a paradigm shift in the traditional ways of creating value in cultural heritage, imposing a change in the business models of organizations in the sector and in particular museums. With the aim of conducting an exploratory analysis to understand how digitization has influenced the change in cultural business models, this research focused on the Rijksstudio platform, designed and implemented by the Rijksmuseum in Amsterdam in order to generate new ways of relating to users and visitors. The authors chose to adopt a qualitative single case study approach and the evidence obtained was classified using Ramaswamy and Ozcan's Co- Creation Framework (CCF) to understand how the museum redesigned its digital service through a value co-creation approach capable of generatinga high degree of interaction with its target audience.