"The museum industry is characterized by a series of features that make it a challenging environment in which to operate and compete. One of these features is that, as most cultural industries, product performance must be viewed as multidimensional, because cultural goods have a twofold nature: they are at the same time artistic products and economic products. Moreover, quality evaluation in the museum industry is inherently difficult since products of the creative industries differ unpredictably in the quality levels that consumers, funding bodies and other relevant stakeholders see in them. As information is asymmetrical practitioners in the museum sector base decisions primarily on annual reports and/or administrative metrics. Often information from these sources is not timely, offers little analytical or predictive value and is hard to aggregate or synthesize to help improve services. At the same time, a convergence of forces, including increased government oversight, the call for greater accountability from various stakeholders, more professional non-profit management, and competition for funding is accelerating the need to overcome barriers to measurement. Using both a theoretical and empirical approach, the aim of this project is to develop a comprehensive strategy to significantly improve the performance of museums and define effective tools for tracking, benchmarking and improving performance in museum key activities. Specific outcomes include the definition of a scorecard that helps museum employees and stakeholders more easily access and understand museum performance data; the rollout of a museum dashboard for tracking museum improvement and the establishment of a museum benchmarking system. As the outcomes of this project have the potential to be adopted more broadly within the museum community in Europe, the project is expected to have significant organizational impact on museums and to foster a more result-oriented culture."