The paper moves from the growing importance recognized to the enhancement of resources that define the iden- tity of a place for the creation of multidimensional and multi-stakeholder value. In this framework, it aims to: i) illustrate how corporate museums can make a significant contribution to these purposes, acting as effective tools of place marketing; ii) identify the different types of value that can be potentially created from the enhancement of place’s specific resources made by corporate museums for the benefit of the local socio-economic system; iii) present, as empirical evidence of the research hypothesis, an Italian successful case, example of best practice, and describe the strengths and weaknesses to focus the main innovations for optimum performance. To this end, as theoretical framework, by one side will be recalled the main paradigms developed in the econom- ic management field about place marketing and destination management, with particular attention to the role of strategic place’s specific resources; on the other side will be remembered the new notions of culture, cultural heritage and territory. We then illustrate the potential contribution which can be made for these purposes by museums and in particular from those corporate, focusing on the different types of value that can be generated by them for the local system, especially when integrated in place marketing actions implemented in a systemic dimension. We will finally pre- sent the results of the empirical survey on: i) the place marketing implemented in Piedmont leveraging on sub- ject of wine, as factor that maximally identifies the area; ii) the Visitor Centre Martini & Rossi, corporate muse- um located in Piedmont and very integrated into these strategies.

The enhancement of place’s specific heritage. Place marketing and corporate museums

Marta Maria Montella
2014-01-01

Abstract

The paper moves from the growing importance recognized to the enhancement of resources that define the iden- tity of a place for the creation of multidimensional and multi-stakeholder value. In this framework, it aims to: i) illustrate how corporate museums can make a significant contribution to these purposes, acting as effective tools of place marketing; ii) identify the different types of value that can be potentially created from the enhancement of place’s specific resources made by corporate museums for the benefit of the local socio-economic system; iii) present, as empirical evidence of the research hypothesis, an Italian successful case, example of best practice, and describe the strengths and weaknesses to focus the main innovations for optimum performance. To this end, as theoretical framework, by one side will be recalled the main paradigms developed in the econom- ic management field about place marketing and destination management, with particular attention to the role of strategic place’s specific resources; on the other side will be remembered the new notions of culture, cultural heritage and territory. We then illustrate the potential contribution which can be made for these purposes by museums and in particular from those corporate, focusing on the different types of value that can be generated by them for the local system, especially when integrated in place marketing actions implemented in a systemic dimension. We will finally pre- sent the results of the empirical survey on: i) the place marketing implemented in Piedmont leveraging on sub- ject of wine, as factor that maximally identifies the area; ii) the Visitor Centre Martini & Rossi, corporate muse- um located in Piedmont and very integrated into these strategies.
2014
Pavia University press
Internazionale
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11393/249842
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