The Art-Driven Business Model as a Catalyst for Strategic Innovation: An In-Depth Analysis of Pirelli

Abstract

Companies that want to stay competitive in today's business environment are constantly on the quest for new ways to innovate. In this context, art can be leveraged as a vehicle to bring forth those key value-forming activities when it exerts an active role in Corporate Social Responsibility, Brand Development, and Business Processes Development. However, art becomes a truly valuable and powerful tool when it is considered as an integral and cross-cutting element across all activities and dimensions of the enterprise. Therefore, the framework of the tetrahedron of value is employed, which helps to identify the art's impact across the levels of governance, mission, strategy and finally business model. Ad hoc case studies are presented for each aspect of this models, which are useful in understanding how art-driven languages can enhance company's actions, qualifying it as innovative and outstanding with respect to its competitors. In addition to the individual case studies, which are presented in support of each section, the Pirelli case is explored in depth. The tire-expert corporation has consistently displayed an open-minded approach to art as a contaminating factor in its business processes. Ranging from internal communication to the creation of its own cultural entities, such as the Fondazione and Pirelli Hangar Bicocca, which operate and are active within the contemporary art world, while maintaining a level of coherence with the corporate mission.