The Art-driven Business Model

Abstract

The art world and the business world appear in the common scenario as two distinct, sometimes even opposite, spheres. However, several studies have demonstrated that there is a link between them, which establishes an effective and mutually beneficial relationship. Indeed, this phenomenon has acquired relevance across time and the current literature has tried to understand and analyse the nature of such relation, where management can provide a solution for many arts system-related issues, while the arts become a unique source of innovation and creativity for businesses. This last aspect is at the basis of this dissertation, which aims to practically and theoretically define an “art-driven business model”, i.e. a business model that uses arts and culture as main sources of innovation and face the economic, social and environmental challenges dictated by the current competitive context.