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into consideration the strengths and weaknesses, along with the opportunities and threats
institutions face when they market objects, products and services to businesses. On the basis
of the CHIN-report Like light through a prism (1999) one can, by summarising the
highlighted aspects throughout the report develop such a SWOT analysis.Yet, what the
CHIN-report does not cover, are where the new opportunities for cultural heritage
institutions lie.These have been added, with particular attention placed on the techno-
logical options and organisational developments in the cultural heritage (CH) sector.
The SWOT overview shows in particular severe weaknesses and a long list of threats
cultural heritage institutions have to face. In order to compete with industry players, the
institutions need to undertake decisive logistical and procedural changes. Requirements and
targets of these changes according to the CHIN-report are:
to develop standard electronic on-/off-line catalogues of materials (sample images,
sound bytes, video clips etc.),
For CH resources there are often no
acceptable substitutes
Historic authenticity of CH resources is
essential for certain productions (e.g. for
a documentary)
Certain customers (in particular
publishers and broadcasters) value CH
expertise in finding and contexualising
relevant resources
Work together with CH networks and
platforms that are set up
Participate in funded projects for
educational usages of CH material that
include creation of digital databases
Use of online marketing tools (e.g.
electronic catalogues)
Presenting and highlighting online
possible usages of relevant parts of
collections for cultural industries
Competency in licensing material is low
(actual focus is on other operations)
Management processes often are not
Considerable investment of time and
resources is needed to reach industry
There are often parts of collections for
which commercial rights are not cleared
(making rights-clearances time-
Lack of external awareness of existing
material and possible usages
Limited number of relevant organisations
/projects for which CH material is
important (and cannot be substituted with
other offers)
Relevant organisations/projects often
have to license material from within
limited budgets
High market service delivery
expectations, in particular fast turn-
Need to compete with licence price
structure and service delivery minimums
(in particular fast turn-around) of industry
Need to consent to the use of CH
material in highly commercial ways
(restrictions would be barriers to business