L’innovazione del prodotto culturale in chiave multidimensionale e multistakeholder: il caso del Sistema Parchi Val di Cornia

This paper examines the marketing strategies and business process management from “Sistema Parchi Val di Cornia” (Val di Cornia Park System). Even though this case study has been already described in literature on archeology and business economics as an example of best practice in cultural heritage management, little attention has been focused on analysis of the innovativeness of museum communication and the possible development of relationships with local stakeholders. After clarifying the theoretical framework and by considering primary and secondary data, the case study focuses on the most important results achieved by the System over the last ten years. The paper then focuses on the process of museum standards’ implementation, analysing the distinctiveness of product decisions and advantages of network organization. Communication contents are particularly innovative because they transmit the broad spectrum of value of cultural items and express the relationship with the original context. A strength of management is also the effective collaboration among different institutional actors, which has to be developed to ensure the System’s survival.