Discovering Service‐Dominant Logic in Museums Through the Mind of Managers

ABSTRACT Museums are public service organizations entrusted with the mission of providing value to diverse audiences and stakeholders. Nowadays, fulfilling their mission depends on their capacity to operate from a service‐dominant logic, recognizing visitors and stakeholders as co‐creators of value. Through a qualitative study based on interviews with museum directors, this study delves into how museum management logics evolve toward service‐dominant logic, what role museum directors play therein, and the mechanisms that museums employ to co‐create and deliver effective value to their stakeholders.