Museums as knowledge-based organisations and Metaverse: preliminary evidence from a multiple case study

Museums serve as significant cultural and educational pillars within societies. They provide access to artefacts, stories, and knowledge that shape collective identity and foster learning, but they have rarely been analysed as knowledge-based organizations. In the actual era of digital transformation, museums are integrating different technologies such as artificial intelligence (AI), virtual reality (VR), augmented reality (AR), and, more recently, the Metaverse with impacts on how knowledge is managed. However, the potential of the Metaverse for museums as knowledge-based organizations remains underexplored, particularly in terms of inclusiveness. This work-in-progress aims to address this gap by applying a knowledge-based view (KBV) to museums, exploring how they leverage the Metaverse to collect, curate, and disseminate knowledge through the employment of the SECI model by Nonaka and Takeuchi (1994). More specifically, this ongoing study seeks to answer the following research question: How can Metaverse technologies enhance museums’ knowledge management (and inclusiveness)? Adopting a multiple case study approach, this research investigates how museums integrate Metaverse solutions to enhance their knowledge processes. Preliminary results indicate two key themes. First, museums adopting Metaverse technologies are enhancing their knowledge acquisition and dissemination capabilities through strategic partnerships with technology firms. Second, the SECI model is a valid tool for effectively capturing the recent evolution of museums’ value proposition, illustrating how virtual interactions can facilitate knowledge socialization, externalization, combination, and internalization. This research contributes to literature by positioning museums as knowledge-based organizations within the Metaverse landscape, bridging the gap between knowledge management and cultural heritage studies.