Aaltonen, S, Avramenko, A, Catalani, A, Heinze, A, Kakderi, K, Klosova, A, Ielpa, G, Papadopoulou, N, deTommaso, D, Taylor, M, Vasilieva, E and Zygiaris, S 2011, Enterprise cultural heritage management: in search of inspiration for innovation and sustainability , in: EBES 2011 Conference, October 13-15 2011, Zagreb, Croatia.
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Objectives: Identifying a truly unique source for innovation and differentiation in order to sustain competitive advantage is a major challenge for managers of enterprise when designing and developing their product/service range. The objectives of this paper are to a) explore the concept of Enterprise Cultural Heritage (ECH) Management as a source of competitive advantage and b) illustrate how it can be utilised using three examples of ECH use in Small and Medium-sized Enterprise (SME). Data and Methods: Through an international and multidisciplinary research team from five European countries (the Czech Republic, Finland, Greece, Italy and the UK) an action research study was conducted. The target sample was craft sector enterprises, which have been in existence for over 40 years. At the diagnostic stage of action research, training needs analysis of 60 Small and Medium-sized Enterprises (SMEs) based in the five countries was conducted. At the therapeutic stage of research, the survey results were translated into SME training needs and free online training material was developed and tested with targeted SMEs. Results: The results of the diagnostic stage of our action research indicate a strong need for training towards utilisation of enterprise cultural heritage within SMEs in order to innovate and differentiate. Several exemplars of good practice were highlighted and a strong correlation between a high level of heritage management and the competitiveness of an enterprise was identified. As part of the therapeutic stage of research, a management method has been proposed and used for the development of online training material in the areas of brand management, change management, heritage management and Intellectual Property (IP) management. Conclusions: Enterprise Cultural Heritage management is recognised as an important practice for enterprises that wish to sustain their competitive advantage based on their heritage. Enterprise Cultural Heritage comprises both tangible and intangible cultural assets, these offer an emotional connection with customers and hence require preservation and optimisation in order to gain commercial as well as historic benefits for the enterprise. There is a need for both management as well as heritage disciplines to recognise the need to work together and educate enterprises about the opportunities and options of innovations.
|Item Type:||Conference or Workshop Item (Paper)|
|Additional Information:||This project has been funded with support from the European Commission. This publication reflects the view only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.|
|Themes:||Media, Digital Technology and the Creative Economy|
|Schools:||Schools > Salford Business School > Business and Management Research Centre|
|Funders:||The European Commission|
|Depositing User:||Dr Aleksej Heinze|
|Date Deposited:||02 Apr 2012 15:48|
|Last Modified:||29 Oct 2015 00:47|
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