Limitations and future research
This study is primarily based on data derived from interviews with the central figures in the bank
and the museum, i.e. those delivering the service. Future study could also include the perspectives
of bank clients and of less central arts network members, e.g. key local museums and galleries
in relevant geographic locations.
We also recognize the limitation of generalizability from a single case study, even one with indepth
exploration. Additional studies of co-marketing partnerships would help address this
matter.