||The growth of consumer demand; higher requirements for the quality of products; increasing competition between organizations; the rapid implementation of technological innovations and changes in business (which are made by these factors) allows us to state, that the foundation of organizations' success becomes the ability to offer such value for consumers, that competitors would not be able to suggest. When the consumer receives more beneficial proposition from competitors he tends to change his decision, so the organization, in order to attract and retain consumers, must identify and substantiate the ways to improve its value proposition. The researcher of this paper focuses on product innovation as a way to improve the value proposition. Also, in this paper the product is understood as a set of tangible and intangible characteristics which includes goods, services and solutions of information technologies. The improvement of value proposition stimulated museums to reconsider their business model, so they started to promote and implement cultural innovation. Therefore, the exchange of cultural institutions' concept stimulated the creation of professional organizations which creates and offers specialized proposals for museums. UAB Terra media is one of that specialized organizations for which its beneficial to implement and develop products' innovation in order to improve the value proposition for museums and to stay competitive in the market.