Abstract
Art can be a valuable way for companies to get in touch with foreign cultures. Collaborate with international artists and promote artworks from different countries are the keys to gain close relationships with potential foreign markets. Every country otherwise has developed through time its perfect equilibrium between public and private support to arts and culture. It is exactly this equilibrium that companies must understand to build up their foreign strategies based on the arts. The case study on the French luxury company Hermès presented at the end of this chapter will show how this smart strategy can be applied in practice.
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Masè, S. (2020). Art and Cross-Cultural Business. In: Art and Business. International Series in Advanced Management Studies. Springer, Cham. https://doi.org/10.1007/978-3-030-51769-4_7
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