Art and business. The history of Campari
Art and business. The history of Campari
Giuseppe Pedeliento, Valeria Pinchera, Daniele DalliArt is business, and business is art. Isn’t it? The relationship between art and business is anything but impossible to reconcile (Baumgarth, 2018). Entrepreneurs and companies are increasingly keen to invest in and to provide financial support to arts through the establishment of corporate museum (Carù et al., 2016; Byrom & Lehman, 2009; Chaney et al., 2018; Hollenbeck et al., 2008) and corporate art collections (Kottasz et al., 2007; Campa and Zijlmans, 2019). Marketers and branders alike are often winking to art to appear different vis-à-vis competitors and to gain differentiation (Jelinek, 2018; O’Reilly, 2005; Scarpaci et al., 2018; Hoffman, 2002; Borghini et al., 2010; Hetsroni et al., 2005). Art is even affecting firm’s core offering in some companies in which product design was totally overturned by artistic inputs and artists’ endorsement, as in the case of Alessi (Dalpiaz et al., 2016). …
#art-business #Campari #case study #history