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Virtual explorations of corporate culture

A thesis discussed in Pisa examines the relationship between digital tools and company museums

 

Business histories on show in virtual as well as physical places. A new – in a manner of speaking – tool is available to tell the stories of production culture. Digitalisation can open up different and effective ways for those who want to learn more about good entrepreneurship, as well as the knowledge of production that still plays a great part in national industry. Of course, it is necessary to understand firstly what a corporate museum is and, secondly, how digital tools can help its accessibility. Fabrizio Procopio’s dissertation at the Faculty of Economics and Management at the University of Pisa, has its sights on this objective.

“The impact of digitalisation on Corporate Museums: the case of the Virtual Museum”, is an investigation that looks at the nature of corporate museum exhibitions and their virtual versions. The author explains that the aim is “to provide data about the opinions and attitudes of potential visitors towards the virtual corporate museum.” It is based on one consideration: “Given the progress of technology and its impact on museums, corporate museums cannot be exempt from these changes.”

The work, which was made possible to a large extent by the Museimpresa Association, is organised in a clear and linear fashion. Before getting to the real research, a summary of the topics covered in the research is provided. The first theme addressed is the corporate museum as a service with its connection to marketing services, as a tool for sharing corporate culture and values, and as a vessel for the company to recount and treasure its history. It also covers relations with the region and Corporate Social Responsibility. The second part of the research deals with the digitalisation of corporate museums, this is explored in depth on the basis of evidence that is already present in the literature. It also shows the features and differences between technologies for remote and on site use. This part concludes with an overview of the virtual corporate museums that already exist, paying particular attention to the Valentino Garavani Museum, on which some in-depth studies are carried out (using a field survey). These are related to the opinions and attitudes of the public and the effects of the latest restrictive measures for visiting the museum due to the Covid-19 pandemic.

Procopio’s work is certainly not the last word in terms of virtual corporate museums, but it is nevertheless an important step towards the definition and clarification of aspects of production culture that still need to be studied in depth.

L’impatto della digitalizzazione sui Musei d’Impresa: il caso del Museo Virtuale

Fabrizio Procopio, dissertation, University of Pisa, Faculty of Economics and Management, 2020