Quando il museo comunica l’impresa: identità organizzativa e sensemaking nel museo Salvatore Ferragamo / When the museum communicates the company: organizational identity and sensemaking in Salvatore Ferragamo museum

Floriana Iannone

Abstract


 

I musei d’impresa rappresentano una forma di memoria organizzativa che può e deve essere usata in maniera consapevole per lo sviluppo e la comunicazione dell’identità e dell’immagine dell’impresa. Oggetto del lavoro è l’analisi del ruolo strategico che il museo può assumere come strumento di narrazione dell’identità d’impresa. Il framework teorico è basato sui costrutti dell’identità organizzativa e del sensemaking nonché sul paradigma narrativo. In particolare, l’indagine esplorativa chiarisce la natura e il contenuto dell’identità organizzativa della Ferragamo SpA, considerando il museo d’impresa come asset in grado di comunicare ed esaltare i valori identitari dell’impresa. Ferragamo rappresenta un exemplum di come un’impresa heritage-based possa adoperare la storia nella “narrazione” allo scopo di dialogare con i suoi stakeholders esterni e interni rafforzando autenticità e credibilità nel marchio. 

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.

 


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DOI: http://dx.doi.org/10.13138/2039-2362/1358

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