Abstract
The main aim of this work is to understand how and why firms belonging to different industries connect with the arts for their strategic purposes. To investigate this issue, we carried out a systematic literature review by combining the fields of art and business. The result of this inquiry is the identification of six subcategories able to describe art and business as relational model, corporate social responsibility or communication strategy. Connecting art and business can be beneficial in a cross-cultural perspective, or a financial viewpoint, via the construction of corporate art collections. This apparently unusual connection between art and business can also assure companies a favorable effect in terms of consumers’ perception. Every literature strand we identify represents a brick that can be used by companies to build-up their art-based strategies. A short case study at the end of every chapter will give a concrete example of those strategies.
This chapter is revised and updated from the author’s dissertation Art & Business from sponsorship and philanthropy to the contemporary process of artification, Sorbonne U. and Macerata U. completed in 2016.
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Masè, S. (2020). Introduction. In: Art and Business. International Series in Advanced Management Studies. Springer, Cham. https://doi.org/10.1007/978-3-030-51769-4_1
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