{"id":108995,"date":"2026-07-24T07:42:48","date_gmt":"2026-07-24T06:42:48","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=108995"},"modified":"2026-07-24T07:42:48","modified_gmt":"2026-07-24T06:42:48","slug":"a-business-born-of-culture","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/a-business-born-of-culture\/","title":{"rendered":"A business born of culture"},"content":{"rendered":"

A concise summary on new forms of cultural enterprises just published<\/em><\/p>

Building a business from culture,\u00a0 or rather, culture as a business activity,\u00a0 is a viable path,\u00a0 especially today in the age of digital platforms and new technologies.<\/p>\n

This is the theme of the book \u2018Innovazione e cultura.\u00a0 Startup entrepreneurship per l\u2019arte, la cultura e le industrie creative\u2019 (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.<\/p>\n

The book, which is just under 200 pages long, begins with the observation that\u00a0 digital platforms are transforming the way culture is discovered, produced, and experienced.\u00a0 This is primarily due to the increasing integration of artificial intelligence into creative and production processes.\u00a0 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.\u00a0 Yet doing business in these sectors remains a complex undertaking, characterised by enormous opportunities and structural uncertainties.\u00a0 What is probably needed is a different business culture, which has yet to be developed.
\nThe book therefore serves as a guide for those wishing to navigate this landscape.\u00a0 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.
\nBorrione, Friel and Ottaviani\u2019s book also has an additional focus:\u00a0 a spotlight on young people. Indeed,\u00a0 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. \u201cInnovazione e cultura. \u00a0Startup entrepreneurship per l\u2019arte, la cultura e le industrie creative\u201d is therefore a book of guidance and action, aimed at those who view culture as a space for innovation and enterprise.<\/p>

Innovazione e cultura. Startup entrepreneurship per l\u2019arte, la cultura e le industrie creative<\/strong><\/p>\n

Paola Borrione, Martha Friel, Vittorio Ottaviani<\/p>\n

Franco Angeli Open Access, 2026<\/p>","protected":false},"excerpt":{"rendered":"

A concise summary on new forms of cultural enterprises just publishedBuilding a business from culture,\u00a0 or rather, culture as a business activity,\u00a0 is a viable path,\u00a0 especially today in the age of digital platforms and new technologies. This is the theme of the book \u2018Innovazione e cultura.\u00a0 Startup entrepreneurship per l\u2019arte, la cultura e le […]<\/p>\n","protected":false},"author":1,"featured_media":108985,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67,56],"tags":[],"class_list":["post-108995","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-book-reviews","category-corporate-culture"],"acf":[],"yoast_head":"\nA business born of culture - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/a-business-born-of-culture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A business born of culture - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"A concise summary on new forms of cultural enterprises just publishedBuilding a business from culture,\u00a0 or rather, culture as a business activity,\u00a0 is a viable path,\u00a0 especially today in the age of digital platforms and new technologies. 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