A concise summary on new forms of cultural enterprises just published

Building a business from culture,  or rather, culture as a business activity,  is a viable path,  especially today in the age of digital platforms and new technologies.

This is the theme of the book ‘Innovazione e cultura.  Startup entrepreneurship per l’arte, la cultura e le industrie creative’ (Innovation and culture: start-up entrepreneurship for art, culture and the creative industries), written by Paola Borrione, Martha Friel and Vittorio Ottaviani and featuring an introduction by Angelo Miglietta, just been published in an open-access edition.

The book, which is just under 200 pages long, begins with the observation that  digital platforms are transforming the way culture is discovered, produced, and experienced.  This is primarily due to the increasing integration of artificial intelligence into creative and production processes.  In addition, it is important to bear in mind that international tourism exceeds one billion arrivals, with a growing proportion of these being driven by culture. According to the authors, new opportunities are opening up for those wishing to develop a business idea in the arts, culture, and creative industries.  Yet doing business in these sectors remains a complex undertaking, characterised by enormous opportunities and structural uncertainties.  What is probably needed is a different business culture, which has yet to be developed.
The book therefore serves as a guide for those wishing to navigate this landscape.  It analyses shifts in cultural demand and maps out innovation ecosystems, including universities, incubators, foundations, and cultural production centres. Through data and case studies from Italy and across Europe, it explains how cultural and creative start-ups are born and grow.
Borrione, Friel and Ottaviani’s book also has an additional focus:  a spotlight on young people. Indeed,  the book addresses the challenges of the labour market, where younger generations are seeking flexible, hybrid career paths, and where humanities, scientific, and managerial skills complement each other. “Innovazione e cultura.  Startup entrepreneurship per l’arte, la cultura e le industrie creative” is therefore a book of guidance and action, aimed at those who view culture as a space for innovation and enterprise.

Innovazione e cultura. Startup entrepreneurship per l’arte, la cultura e le industrie creative

Paola Borrione, Martha Friel, Vittorio Ottaviani

Franco Angeli Open Access, 2026