International Series in Advanced Management Studies Stefania Masè Art and Business Perspectives on Art-based Management International Series in Advanced Management Studies Editor-in-Chief AlbertoPastore,SapienzaUniversityofRome,Rome,Italy SeriesEditors GiovanniBattistaDagnino,UniversityofRomeLUMSA,Palermo,Italy MarcoFrey,Sant’AnnaSchoolofAdvancedStudies,Pisa,Italy ChristianGrönroos,HankenSchoolofEconomics,Helsinki,Finland MichaelHaenlein,ESCPEurope,Paris,France CharlesF.Hofacker,FloridaStateUniversity,Tallahassee,FL,USA AnneHuff,MaynoothUniversity,Maynooth,Ireland MortenHuse,BINorwegianBusinessSchool,Oslo,Norway GennaroIasevoli,LumsaUniversity,Rome,Italy AndreaMoretti,UniversityofUdine,Udine,Italy FabioMusso,UniversityofUrbino,Urbino,Italy MustafaOzbilgin,BrunelUniversityLondon,Uxbridge,UK PaoloStampacchia,UniversityofNaplesFedericoII,Naples,Italy LucaZanderighi,UniversityofMilan,Milan,Italy AssistantEditor MichelaMatarazzo,MarconiUniversity,Rome,Italy Moreinformationaboutthisseriesathttp://www.springer.com/series/15195 Stefania Masè Art and Business Perspectives on Art-based Management StefaniaMasè IPAGBusinessSchool Nice,France ISSN2366-8814 ISSN2366-8822 (electronic) InternationalSeriesinAdvancedManagementStudies ISBN978-3-030-51768-7 ISBN978-3-030-51769-4 (eBook) https://doi.org/10.1007/978-3-030-51769-4 ©TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicencetoSpringerNatureSwitzerland AG2020 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation,broadcasting,reproductiononmicrofilmsorinanyotherphysicalway,andtransmissionor informationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt fromtherelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. Thepublisher,theauthors,andtheeditorsaresafetoassumethattheadviceandinformationinthisbook arebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsorthe editorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG. Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Acknowledgment Therealizationofthisbookwouldneverhavebeenpossiblewithouttheinvaluable supportofmanypeople. First of all, thank you to the anonymous reviewers, who have enriched the structureandcontentsofthebookwiththeirinvaluableadvice. Specialthankstoallthelovedoneswhosustainedmeinthelongelaborationof thiswork. InfinitegratitudetoProfessorElenaCedrola(UniversityofMacerata,Italy),and ProfessorGenevieve Cohen-Cheminet (SorbonneUniversity), who havesupported mesincethebeginningofmycareer. Thank you to my colleague Ksenia Silchenko, without whom the case study dedicatedtoPradawouldnothavebeenasthorough. Anequalthankyoutothe(former)studentsSaraPistolesiandAnnaNedrottifor their help in searching information for the case studies dedicated to Dolce & Gabbana,Tiffany,Gucci,andHermès. Finally, thanks to the editors of this book collection, for having allowed these effortstotakeonatangibleform. v Disclaimer Certain sections of this book are a revised and updated version of the doctoral dissertationtheauthordefendedatSorbonneUniversityonthe1stofFebruary,2016. Reference Masè,S.(2016).Art&Businessfromsponsorshipandphilanthropytothecontem- porary process of artification (Unpublished doctoral dissertation). Sorbonne University,Paris(France)&MacerataUniversity,Macerata(Italy). vii Contents 1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 PartI ADefinitionofArtandBusiness 2 ArtandBusiness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3 SystematicLiteratureReviewintheFieldofArtandBusiness. . . . 21 PartII ADetailedAnalysisoftheMainLinesofResearch inArtandBusiness 4 ArtandBusinessaRelationalModel. . . . . . . . . . . . . . . . . . . . . . . . 51 5 ArtandCorporateSocialResponsibility. . . . . . . . . . . . . . . . . . . . . 69 6 ArtandCommunication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 7 ArtandCross-CulturalBusiness. . . . . . . . . . . . . . . . . . . . . . . . . . . 99 8 ArtandBusinessCollections. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 9 ArtandConsumerPerception. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 10 DiscussionandConclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137 ix Chapter 1 Introduction Abstract Themainaimofthisworkistounderstandhowandwhyfirmsbelonging to different industries connect with the arts for their strategic purposes. To investi- gatethisissue,wecarriedoutasystematicliteraturereviewbycombiningthefields ofartandbusiness.Theresultofthisinquiryistheidentificationofsixsubcategories abletodescribeartandbusinessasrelationalmodel,corporatesocialresponsibility orcommunicationstrategy.Connectingartandbusinesscanbebeneficialinacross- 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-uptheirart-basedstrategies.Ashortcasestudyattheendofeverychapterwill giveaconcreteexampleofthosestrategies. Theartworldiscommonlycorrelatedwithpositivevaluesandmeaningsthatmany companies want to appropriate to seduce their consumers (Comunian, 2008, 2009; Dell’Era,2010;Hagtvedt&Patrick,2008a,2008b;Schroeder,2005). Historicallyfinancial,oil,andgas,ortobaccocompanieswereinvolvedwiththe artsforimagepurposes(Martorella,1996).Morerecently,businessesrelatedtothe fashion luxury sector were prone to using art-based strategies to transform their productsintotrueartworks,tojustifyincreasinghighproductionvolumes(Dion& Arnould, 2011; Kapferer, 2012, 2014; Kapferer & Valette-Florence, 2016; Riot, Chameret,&Rigaud,2013). As a result, companies belonging to different industries have an interest in buildingarelationshipwiththeartworld. This book focuses especially on the relationship between companies and the visualarts.Themainaimistohighlightthetheoreticalbasisunderpinningtheareaof Thischapterisrevisedandupdatedfromtheauthor’sdissertationArt&Businessfromsponsorship andphilanthropytothecontemporaryprocessofartification,SorbonneU.andMacerata U.completedin2016. ©TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicenceto 1 SpringerNatureSwitzerlandAG2020 S.Masè,ArtandBusiness,InternationalSeriesinAdvancedManagementStudies, https://doi.org/10.1007/978-3-030-51769-4_1 2 1 Introduction analysis labeled art-based management, which considers the arts as a management resource(Carlucci&Schiuma,2018a,2018b). Companiescanpursueanart-basedstrategybyrelatingtotheartsthroughvarious ways,suchasthroughsponsorshiporphilanthropydedicatedtosupportingthearts orbycreatingspecialfoundations(Kapferer,2012,2014).Thecontemporaryscene shows that there are new, understudied phenomenons changing the relationship of ArtandBusiness. Fromthepremisesdescribedabove,thisworkisbasedonaspecificdemand: Dofirmsbelongingtodifferentindustriesconnectwiththeartsfortheirstrategic purposes? Ifwecananswerpositivelytothisquestion,itmightbeimportanttounderstand: (cid:129) Whicharethesectorsthatapplyart-basedstrategies? (cid:129) Whatarethedifferentpossibilitiestobuildupanart-basedstrategy? (cid:129) IsthereanydifferenceintheArtandBusinessrelationshipacrosscultures? Inordertoanswerthesequestions,amassiveliteratureanalysishasbeendevel- opedinthefieldofArtandBusinesstogetherwiththeidentificationanddescription ofthemainlinesofresearchattributabletothisareaofstudy. AfterafirstchapterdevotedtoabetterdefinitionofthetwocounterpartsArtand Businessandageneralanalysisofthisrelationshipviasomepertinentandcontem- porary examples, the following Chap. 2 introduces the methodology and describes everysinglestepinherentinarigorousliteraturereviewappropriatetomanagement studies. Theworkwascarried outthroughtheuseofamethodologycalledasystematic literature review, a technical analysis of the literature pertaining to the scientific movementbasedonfactualevidence(evidence-basedmovement)(Briner&Denyer, 2012; Briner, Denyer, & Rousseau, 2009; Dietz, Antonakis, Hoffrage, Krings, Marewski, & Zehnder, 2014; Nutley & Davies, 2000; Nutley, Walter, & Davies, 2003,2009). Thedecisiontouseasrigorousaliteraturereviewmethodaspossiblestemsfrom thedesiretodefinethelimitsofanareaofstudythatcanbeaddressedfromdifferent pointsofview:fromsociologytoculturalpoliciesandculturalstudies.Whiletrying not to neglect any of these important contributions to the literature, the audit work focusedonliteraryproductioninthemanagementareawithinArtandBusiness. Inkeepingwith theconditionsandparameters specific toa systematicliterature review, the analysis was conducted in two phases. During the first phase of the research,thereviewwascarriedouton28magazinesinmarketingandmanagement, identified as fundamental to the study area of arts management and arts marketing (Rentschler &Kirchner,2012Rentschler &Shilbury, 2008).The 28journalswere analyzed from 1987 until December 2018; the starting year was chosen because it wasidentifiedasthemomentwhenthefieldofartsmanagementreceivedacademic recognition(Rentschler&Kirchner,2012;Rentschler&Shilbury,2008). Throughthisanalysis,articleswerereviewedandthensubjectedtoanoperation ofskimmingaccordingtocriteriadefinedbyanintersectoralresearchpanelformed