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Corporate culture and the territory

A study curated by Ca’ Foscari University of Venice explores the Veneto region’s diverse contexts

 

History as a means to better appreciate the present. Culture as an essential element of our times. These are the two principles that underpin Industrial Heritage. Le competenze manageriali per l’industrial cultural heritage & brand identity (Industrial Heritage. Managerial skills for industrial cultural heritage & brand identity), a research work curated by Fabrizio Panozzo (professor of Management at Ca’ Foscari University of Venice), for Assindustria Venetocentro.

Furthermore, the investigation takes its cue from a complex vision of good corporate culture, understood as the capacity to bring value to a company’s cultural heritage, history, identity, creativity and unique know-how, and as such the ability to enhance its image, create a sense of belonging, make it different from its competitors. Here, culture also means promoting the attractiveness of one’s territory, thus increasing its appeal and uniqueness, as well as its national and international fame. And more, culture seen as production: creating engagement and excitement, the sharing of meanings, values, emotions, and constantly evolving quality standards. Corporate culture, then, conceived as the lever towards a rebirth of the territory and of Italy.

All this, under different guises, is included in this string of studies curated by Panozzo, who succeeds in mapping the various managerial visions, know-how and expertise that can turn a company’s cultural heritage – always conveyed but less often promoted – into a strategic asset.

This research work includes 57 studies conducted by companies or productive districts of the Veneto region, and 25 studies by museums of labour and of regional industrial cultural heritage, for a total of 82 institutions comprising corporate museums, autonomously managed company museums, regional museums, company archives, state-of-the-art showrooms, educational/experiential paths, commemorative architectural spaces.

The result is a unique and exhaustive snapshot showing the different types of artistic and cultural activities undertaken by regional companies, useful to build a managerial model that can combine productive competitiveness with the ability to showcase one’s origins. Indeed, this is research work that should also be read and used as a model for other regional contexts.

Industrial Heritage. Le competenze manageriali per l’industrial cultural heritage & brand identity (Industrial Heritage. Managerial skills for industrial cultural heritage & brand identity)

Fabrizio Panozzo (curated by), Professor of Management at Ca’ Foscari University of Venice, Assindustria Venetocentro, 2021