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- Title
Quando il museo comunica l'impresa: identità organizzativa e sensemaking nel museo Salvatore Ferragamo.
- Authors
Iannone, Floriana
- Abstract
The paper assumes that corporate museums are a form of organizational memory to be strategically used for the development and the communication of a company's identity and image. Object of the work is the analysis of corporate museum's strategic role in telling the company. The theoretical framework is based on organizational identity and sensemaking topics together with the narrative paradigm. The exploratory study clarifies the organizational identity nature of the Ferragamo SpA, considering the corporate museum as an asset communicating what is core about the company. Ferragamo can be considered as an exemplum of how a heritage based company can manage the story in "narrative" in order to communicate to its external and internal stakeholders reinforcing the authenticity and the credibility of the brand.
- Publication
Il Capitale Culturale: Studies on the Value of Cultural Heritage, 2016, Vol 13, p525
- ISSN
2039-2362
- Publication type
Article
- DOI
10.13138/2039-2362/1358