Corporate museums and local area marketing. Enhancement of the place specific cultural heritage.

Abstract

In Italy in recent decades there has been a remarkable growth in corporate museums, which have significantly contributed to the anthropological notion of "cultural heritage" and the recognition of the company even as being cultural. These museums have become important tools for creating value for companies to which they belong and for the local area. In fact, the enhancement of place specific resources accumulated over the centuries in the area, made by those for the promotion of brand and corporate image, reverberates throughout the local economy and civil system, creating a considerable support for enhancement policies of the place. To achieve all possible benefits, however, significant innovations are needed, particularly with regard to product policies, processes and organisational structures.

The work thus proposes to i) identify the potential of corporate museums to create value, especially as to the local socio-economic system, ii) focus on strategies and policies for optimum performance.