valentina_martino – Tafter Journal

Managing Culture for creating impacts

When a company becomes a book. A glance at the phenomenon of corporate monographs in Italy

The paper investigates the phenomenon of company books, published by enterprises and other kind of organisations to narrate their corporate history and activities. Such publications, conceived according to several possible disciplinary standpoints, narrative approaches and expressive languages, represent a very…

Culture for Societies: Communication - Government Issues

Made in Italy between «invention» and tradition. The hi-storytelling of past advertising and communication campaigns in the context of corporate historical archives and museums

Abstract The paper discusses some explorative research investigating the creative re-use of past advertising and communication campaigns in the context of corporate historical archives and museums. From a preliminary literature review, the research analyzed in the field the experiences…

Culture for Societies: Communication - Government Issues

Arts and strategic communication in Italy and Spain: from sponsorship to corporate responsibility

The paper investigates the rise of business communication strategies based on culture and arts in Italy and Spain. As previous researches demonstrate, cultural communication can work as a strategic asset to develop corporate identity and reputation, enabling organizations to cultivate…

Cultural Market, Entrepreneurship, Economics and Finance

Made in Italy museums. Some reflections on company heritage networking and communication

Corporate museums arise today as a powerful identity medium for companies and brands representing Made in Italy worldwide. At the beginning of the new millennium, such cultural centers, preserving and communicating the Italian economic history, are extending their presence in…

Culture for Societies: Communication - Government Issues

The discovery of arts and culture as global communication media. High-visibility experiences in the Italian and international scenario

If the powerful symbolic language related to artistic heritage can be considered the most brilliant intuition by first patrons and sponsors, during the last years the Italian scenario shows a real rush toward high-visibility cultural projects by global corporations, associating…