Value creation in industrial heritage management. Evidence from the City of Paper (Fabriano, Italy)

Mara Cerquetti¹

¹Department of Education, Cultural Heritage and Tourism, University of Macerata, Italy

Cytowanie: Budownictwo i Architektura, vol. 16(4) (2017) 035-047, ISSN 1899-0665, DOI: 10.24358/Bud-Arch_17_164_03

Historia:
Opublikowano:	09-01-2018

Streszczenie:

The paper discusses the open, inclusive, dynamic, proactive notion of cultural heritage that is emerging in the international scientific debate. Some significant innovations are examined first: the overcoming of the dualism between tangible and intangible cultural heritage, the increasing role of local communities in the processes of heritage recognition, safeguarding and enhancement and the need for valorisation as a democratic mandate. Aiming at developing this approach, the second step of the research focuses on industrial heritage, investigating its specific features and values. A case study is provided in order to understand some crucial issues concerning industrial heritage management and value creation. Focusing on the City of Paper (Fabriano, Italy), the activities carried out by the Museum of Paper and Watermark and by the Institute of Paper History Gianfranco Fedrigoni (ISTOCARTA) are analysed in-depth, highlighting the role of collaboration among the different actors involved in industrial heritage management in order to promote sustainable local development.

Słowa kluczowe:

industrial heritage management, paper, museum, archive, value of production

Value creation in industrial heritage management. Evidence from the City of Paper (Fabriano, Italy)

Abstract:

Keywords:

industrial heritage management, paper, museum, archive, value of production

Literatura / References:

1. Pine II B.J., Gilmore J.H. Authenticity: What consumers really want. Harvard Business School Press, 2007.
2. Pine II B.J., Gilmore J.H. Welcome to the Experience Economy. Harvard Business Review 1 (1998), available from: https://hbr.org/1998/07/welcome-to-the-experience-economy .
3. Lanternari V. Valorizzazione del folklore e dei «beni culturali». Musei come centri e simboli di identità storico-culturale. In: Dai “primitivi” al “postmoderno”. Tre percorsi di saggi storico-antropologici. Liguori, 2006, 199–213.
4. Lipovetsky G. La mania dell’autentico. In: J. Garcin, ed. Nuovi miti di oggi. Da Barthes alla Smart. Il Saggiatore, 2008, 99–101.
5. Grayson K., Martinec R. Consumer Perceptions of Iconicity and Indexicality and their Influence on Assessments of Authentic Market Offerings. Journal of Consumer Research, 31/2 (2004) 296–312; Beverland M.B., Farrelly F.J. The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes. Journal of Consumer Research 36/5 (2010) 838–856.
6. Arnould E.J., Price L.L. Authenticating Acts and Authoritative Performances: Questing for Self and Community. In: D.G. Mick, S. Ratneshwar, C. Huffman, eds. The Way of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires. Routledge, 2000, 140–163.
7. UNESCO. Convention for the Safeguarding of the Intangible Cultural Heritage. Paris, 17 October 2003, available from: https://ich.unesco.org/en/convention .
8. UNESCO. Convention on the Protection and Promotion of the Diversity of Cultural Expressions. Paris, 21 October 2005, available from:
http://unesdoc.unesco.org/images/0014/001429/142919e.pdf .
9. See: Jokilehto J. Definitions of Cultural Heritage, ICCROM, ICCROM Working Group ‘Heritage and Society’, 2005; Vecco M. A definition of cultural heritage: from tangible to intangible. Journal of Cultural Heritage 11 (2010) 321–324; Vecco M. Economie du patrimoine monumental, Economica, 2017.
10. UNESCO. Convention for the Safeguarding of the Intangible Cultural Heritage. Paris, 17 October 2003, art. 2.
11. Loulanski T. Revising the concept for cultural heritage: the argument for a functional approach. International Journal of Cultural Property 13 (2006) 207–233.
12. Council of Europe. Council of Europe Framework Convention on the Value of Cultural Heritage for Society. Faro, 27 October 2005, available from:
http://www.ecco-eu.org/fileadmin/user_upload/CETS_199.docxFARO_CONVENTION.pdf .
13. Council of Europe. Council of Europe Framework Convention on the Value of Cultural Heritage for Society. CETS No. 199, Explanatory Report, 2005, art. 5, b. In English “valorisation” has a much narrower meaning. The Faro Convention adopts here the French meaning of “valorise” (valoriser) as “accord value”.
14. Council of Europe. Council of Europe Framework Convention on the Value of Cultural Heritage for Society. CETS No. 199, Explanatory Report, 2005, art. 5, g.
15. See: Simon N. The Participatory Museum. Museum 2.0, 2010; Waterton E., Watson S. Heritage and Community engagement. Collaboration or Contestation?. Routledge, 2011; Bennett R., Kerrigan F., O’Reilly D., eds. New Horizons in Arts, Heritage, Nonprofit and Social Marketing. Routledge, 2012; Black G. Transforming Museums in the Twenty-first Century. Routledge, 2012; Scott C.A., ed. Museums and Public Value. Creating Sustainable Futures. Ashgate, 2013; Golinelli G., ed. Cultural Heritage and Value Creation. Towards New Pathways. Springer International Publishing Switzerland, 2015; Taheri B., O’Gorman K., Baxter I. Contemporary issues in museums and heritage marketing management: introduction to the special issue. Journal of Marketing Management 32 (2016) 15–16.
16. Memorandum of Understanding between ICOMOS (International Council on Monuments and Sites) and TICCIH (The International Committee for the Conservation of the Industrial Heritage) regarding a Framework for Collaboration on the Conservation of Industrial Heritage. November 10, 2014, available from: http://ticcih.org/about/icomosticcih-memorandum-of-understanding/ .
17. See: Alfrey J., Putnam T. The Industrial heritage: managing resources and uses. Routledge, 1992; Dansero E. Distretti industriali e ambiente: un percorso di ricerca. Sviluppo Locale 7 (1998) 93–112; Dansero E., Emanuel C., Governa F., edited by. I patrimoni industriali. Una geografia per lo sviluppo locale. FrancoAngeli, 2003; Dambron P. Patrimoine industriel et développement local. Editions Jean Delaville, 2004.
18. Hewison R. The Heritage Industry. Britain in a climate of decline. A Methuen Paperback, 1987, 92–93.
19. Hewison R. The Heritage Industry. Britain in a climate of decline. A Methuen Paperback, 1987, 43.
20. Lipovetsky G. La mania dell’autentico. In: J. Garcin, ed. Nuovi miti di oggi. Da Barthes alla Smart. Il Saggiatore, 2008, 99.
21. Petrucci M.A. Dall’archeologia industriale agli ecomusei. L’evoluzione del significato e del ruolo dei patrimoni industriali. In: E. Dansero C. Giaimo, A. Spaziante, eds. Patrimoni industriali e sviluppo locale. FrancoAngeli, 2003, 53–66.
22. Dansero E., Governa F. Patrimoni industriali e sviluppo locale. In: E. Dansero C. Giaimo, A. Spaziante, eds. Patrimoni industriali e sviluppo locale. FrancoAngeli, 2003, 27.
23. See: Montella M. Valore e valorizzazione del patrimonio culturale storico. Mondadori Electa, 2009; Montella M. Conoscenza e informazione del cultural heritage come spazio d’impresa. Sinergie 76 (2008) 91–11.
24. See: Barney J. Firm resources and sustained competitive advantage. Journal of Management 17 (1991) 99–120; Grant R.M. The Resource-based Theory of Competitive Advantage: Implications for Strategy Formulation. California Management Review 33 (1991) 114–135.
25. See: Cross R., Baird L. Technology is not enough: Improving performance by building organizational memory. Sloan Management Review 41/3 (2000) 69–78; Chiarvesio M., Di Maria E. Innovazione, comunicazione e presidio dei mercati. Le performance delle imprese del made in Italy. Mercati e Competitività 1 (2012) 131–153; Napolitano R., Marino V. Cultural Heritage e Made in Italy. Casi ed esperienze di marketing internazionale. Editoriale Scientifica, 2016.
26. See: Montemaggi M., Severino F. Heritage marketing. La storia dell’impresa italiana come vantaggio competitivo. FrancoAngeli 2007; Futurebrand. Made in. The value of Country of Origin for future brands. Futurebrand, 2014-2015; Fondazione Symbola-Unioncamere. Io sono cultura – 2017. L’Italia della qualità e della bellezza sfida la crisi. Quaderni di Symbola, 2017.
27. Beni Culturali nel Bilancio Sociale di Impresa. Associazione Amici della Scuola Normale Superiore di Pisa, 2005.
28. See: Pine II B.J., Gilmore J.H. Authenticity: What consumers really want. Harvard Business School Press, 2007; Bucci A., Codeluppi V., Ferraresi M. Il made in Italy. Natura, settori e problemi. Carocci, 2011.
29. See: Montella M. Valore e valorizzazione del patrimonio culturale storico, Mondadori Electa, 2009; Bertoli G., Resciniti R. Made in Italy e country of origin effect. Mercati e Competitività 2 (2013) 13–36; Fontana A. Manuale di Storytelling: raccontare con efficacia prodotti, marchi e identità d’impresa. Etas Libri, 2013; Liggeri D. La comunicazione di musei e archivi d’impresa. Metodologie dell’informazione e strategie mediatiche. Lubrina, 2015.
30. Bonti M. The corporate museums and their social function: some evidence from Italy. European Scientific Journal 1 (2014) 141–150.
31. See: Nissley N., Casey A. The Politics of the Exhibition: Viewing Corporate Museums Through the Paradigmatic Lens of Organizational Memory. British Journal of Management 13 (2002) 35–45; Stigliani I., Ravasi D. Organizational artefacts and the expression of identity in corporate museums at Alfa-Romeo, Kartell, and Piaggio. In: L. Lerpold, D. Ravasi, J. van Rekom, G. Soene, eds. Organizational Identity in Practice. Routledge, 2007, 197–214; Montella M.M. Musei d’impresa come strumento di comunicazione. Possibili innovazioni di prodotto, processo, organizzazione. Esperienze d’impresa 2 (2010) 147–163; Seligson J. Corporate, culture? One part education, one part sales: This is the corporate museum. Museum 89/6 (2010) 34–41; Montella M.M. Marketing del cultural heritage territoriale e musei di impresa. Un caso di analisi. Mercati e Competitività 4 (2013) 33–51; Castellani P., Rossato C. On the communication value of the company museum and archives. Journal of Communication Management 18/3 (2014) 240–253; Montella M.M. Nuovi strumenti di internal marketing e knowledge management. I musei d’impresa. Sviluppo e organizzazione 260 (2014) 66–74; Piatkowska K.K. The Corporate Museum: a new type of museum created as a component of marketing company. The International Journal of the Inclusive Museum 6/2 (2014) 29–37; Vacca F. Knowledge in Memory: Corporate and Museum Archives. Fashion Practice –The Journal of Design Creative Process & the Fashion Industry 6/2 (2014) 273–288; Chirco M. …C’era una volta un’impresa… L’Heritage Marketing come nuova leva strategica applicata. Eurilink, 2016.
32. Alberti F.G., Giusti, J.D. Cultural heritage, tourism and regional competitiveness: The Motor Valley cluster. City, Culture and Society 3/4 (2012) 261–273.
33. Barney J. Firm resources and sustained competitive advantage. Journal of Management 17 (1991) 99–120.
34. Yin R.K. Case Study Research: Design and Methods. Sage Publications, 2003.
35. Regione Marche, Servizio Internazionalizzazione, Cultura, Turismo e Commercio – Progetto Museo Diffuso. Scheda di autovalutazione dei musei e delle raccolte museali, available from:
http://wsausei.cultura.marche.it/Informazioni/LinkClick.aspx?fileticket=v0sMVOycKb8%3D&tabid=38 .
36. Castagnari G., Mannucci U., eds. L’arte della carta a Fabriano, Comune di Fabriano – Cartiere Miliani Fabriano, 19963; Corinaldesi G. Carte e cartiere di Fabriano dalle origini ai nostri giorni. Tesi di laurea in Lettere, Università degli Studi “La Sapienza”, Roma, a.a. 1947–1948. Edizioni mcf, 2015.
37. http://fabrianocreativa.it/detail.php?page=48.
38. http://www.museodellacarta.com/docs/lastoria/ichiavelli.asp .
39. http://www.fedrigoni.com/ . See also: https://fabriano.com/en/ .
40. http://fabrianocreativa.it .
41. http://www.museodellacarta.com/default.asp .
42. http://www.musan.it/nuovo/index.php .
43. http://www.museodellacarta.com/docs/extra/millepassiincentro.asp .
44. http://istocarta.it/en/ .
45. http://istocarta.it/download.php?ida=15.
46. Cavalcoli V. L’archivio storico delle cartiere Miliani di Fabriano. ISTOCARTA, 2014, 15 (own translation).
47. See the latest volume published by the institute: Castagnari G., ed. The mould. Paper-and mould-makers in the history of Western paper. ISTOCARTA, 2016.
48. See: https://www.fabrianoboutique.it/en/quaderni-filigrane.html.
49. Montella M. Musei e beni culturali. Verso un modello di governance. Mondadori Electa, 2003.
50. Perfetto M.C., Presenza A. The business ecosystem approach applied to the industrial heritage management. Enlightening Tourism. A Pathmaking Journal 6/2 (2016) 153.