Create a competitive advantage by investing in culture

In a hypercompetitive market the brand, the intangible values associated to it and innovation are the only sustainable competitive advantages. All of them can be fostered by investing in culture. This book shows how companies can intervene in the cultural sector ¿ e.g. sponsorship, patronage ¿ and focuses on the phenomenon of company foundations and company museums used as: a promotional and a communication tool; a training course for employees on the company history; a creative source for product innovation. In order to compare company museums with the more traditional permanent structure of company foundations, the analysis has been conducted on four French and Italian structures: the Cartier Contemporary Art Foundation, the Nicola Trussardi Foundation, the Peugeot Adventure Museum and the Alfa Romeo Museum. The results should be especially useful to the professionals of the strategy, marketing and communication sectors or to anyone else interested in discovering the multiple hidden connections between business and culture.