Digitisation of Cultural Heritage and Business Model Innovation: The Case of the Uffizi Gallery in Florence
Abstract
Recently, digitization has attracted increasing interest not only in museology and computer science, but also in economics and managerial literature. Scholars have tried to analyse how technological innovation is reshaping the role and mission of museums as producers and distributors of cultural content and investigate the new business model that emerges. The present work aims to investigate the adoption of ICT and innovation processes in museums, and their interaction dynamics between curators and technology developers. We analyse an Italian successful museum case study, the Uffizi Gallery in Florence, where digitization has been developed through a long-term partnership among the local University, a creative ICT enterprise and other technical partners. Data collection integrates some semi-structured interviews with information from websites, documents, publications, and the museum’s institutional communication. The main results show that this case can be defined as a Virtual Value Chain Model according to a curatorial approach at European level.
Reecentemente, la digitalizzazione ha attratto un interesse crescente non solo nelle discipline museologiche e informatiche, ma anche nella letteratura economica e manageriale. Gli studiosi hanno provato ad analizzare quanto l’innovazione tecnologica stia ridisegnando il ruolo e la mission dei musei come produttori e distributori di contenuti culturali, analizzando nel contempo i nuovi modelli imprenditoriali che emergono. Questo contributo intende investigare l’adozione delle tecnologie dell’informazione e di nuovi processi nei musei, e le dinamiche di interazione tra curatori e sviluppatori di tecnologie. Si analizza un caso di successo italiano, la galleria degli Uffizi di Firenze, dove la digitalizzazione è stata sviluppata nell’ambito di una lunga collaborazione con la locale Università, un’impresa creativa e altri partner tecnici. La raccolta di dati integra le interviste semi-strutturate con le informazioni dai siti web, documenti, pubblicazioni e la comunicazione istituzionale del museo. I principali risultati mostrano come questo caso possa essere definito come un modello di catena virtuale del valore secondo un approccio curatoriale a livello europeo.
Full Text
PDF (English)Riferimenti bibliografici
Acidini C., Cappellini V. (2008), Reale e Virtuale nei Musei: Due Versioni a Confronto. Bologna: Pitagora.
Adner R. (2006), Match your innovation strategy to your innovation ecosystem, «Harvard Business Review».
Anderson G. (eds) (2004), Reinventing the museum: Historical and contemporary perspectives on the paradigm shift, Walnut Creek (Ca), Altamira Press.
Bakhshi H., McVittie E. and Simmie J. (2008), Creating Innovation: Do the Creative Industries Support Innovation in the Wider Economy? London: NESTA.
Bakshi H.,Throsby D. (2010), Culture of Innovation: An economic analysis of innovation in arts and cultural organisations. London: NESTA.
Barni M., Bartolini F. (2004), Watermarking systems engineering: Enabling digital assets security and other applications. New York: Marcel Dekker.
Barocchi P., Ragionieri G. (eds.) (1982), Gli Uffizi: Quattro Secoli di una Galleria. Firenze: Leo S. Olschki,
Barry A. (1999), On interactivity: Consumers, citizens and culture, in Macdonald S. (ed.), The politics of display: Museums, Science, Culture. London: Routledge, pp. 98-117.
Benghozi P.J., Salvador E. (2013), Investment strategies in the value chain of the book publishing sector: how and where the R&D someway matter in creative industries?, XI International Conference Triple Helix, July 8-10, 2013, London, UK.
Benghozi P.J., Paris T. (2007), The economics and business models of prescription in the Internet, in Brousseau E., Curien N. (eds.), Internet and Digital Economics. Principles, Methods and Applications, Cambridge (Ma), Cambridge University Press, pp. 291-310.
Bertacchini E., Morando F. (2013), The Future of Museums in the Digital Age: New Models of Access and Use of Digital Collections, «International Journal of Arts Management», 15(2), pp. 60-72.
Besser H. (1997), The changing role of photographic collections with the advent of digitization, in Jones-Garmil K. (1997) (ed.), The Wired Museum: Emerging Technology and Changing Paradigms. Washington DC: American Association of Museums, pp. 115-128.
Bonacini E. (2012) Il museo partecipativo sul web: forme di partecipazione dell’utente alla produzione culturale e alla creazione di valore culturale, «Il Capitale Culturale. Studies on the Value of Cultural Heritage», 5, pp. 93-125.
Bruno F., Bruno S., De Sensi G., Luchi M.-L., Mancuso S. and Muzzupappa M. (2010), From 3D reconstruction to virtual reality: A complete methodology for digital archaeological exhibition. «Journal of Cultural Heritage», 11, pp. 42-49.
Bugge M.M., Øiestad S. (2014), The Micro-foundations of Regional Branching—the Case of Digitization of Publishing, «European Planning Studies», 2014, on line article.
Burnette A., Cherry R., Proctor N. and Samis P. (2011), Getting On (not Under) the Mobile 2.0 Bus: Emerging Issues in the Mobile Business Model, in Bearman D. and Trant J. (eds), Museums and the Web 2011: Proceedings [online]. Toronto: Archive & Museum Informatics, http://conference.archimuse.com/mw2011.
Camarero C., Garrido M. J. (2008) The role of technological and organizational innovation in the relation between market orientation and performance in cultural organizations, «European Journal of Innovation Management», 11(3), pp. 413-434.
Camarero C., Garrido M.J., Vicente E. (2011) How cultural organizations’ size and funding influence innovation and performance: the case of museums. «Journal of Cultural Economics», 35, pp. 244-267.
Cameron F. (2003). Digital Futures I: Museum collections, digital technologies, and the cultural construction of knowledge. «Curator: The Museum Journal», 46, pp. 325-340.
Cappellini V. (ed.) (1993) Uffizi Project. Florence: Giunti.
Cappellini V., Barni M., Corsini M., De Rosa A., Piva A. (2003) ArtShop: an art-oriented image-processing tool for cultural heritage applications, «The Journal of Visualization and Computer Animation», 14, pp. 149-158.
Cappellini V., Constantinides A.G., Emiliani P. (1978), Digital Filters and their Applications. London: Academic Press.
Cappellini V., Lunghi M., Nozzoli A. (1995), Progetto RAMA, «Gli Uffizi. Studi e Ricerche», 26, not paged.
Cappellini M., De Rocco P., Serni L. (2010), Uffizi Touch®, in ACM 2010 MM’10 Proceedings of the international conference on Multimedia, pp. 1511-1512
Casprini E., Pucci, T., Zanni, L. (2014), Business model shifts: a case study on firms that apply high technology to cultural goods, «Technology Analysis & Strategic Management», Vol. 26, 2014, 2, pp. 171-187.
Chapman S. (2000), Laser technology for graffiti removal, «Journal of Cultural Heritage», 1: 75–78.
Chowdbury G. (2013), Sustainability of digital libraries: A conceptual model, in Aalberg T., Papatheodorou C., Dobreva M., Tsakonas G., Farrigua C. H. (eds.), Research and Advanced Technology for Digital Libraries: International Conference on Theory and Practice of Digital Libraries, TPDL 2013, Valletta, Malta, September 2013, Berlin: Springer, pp. 1-12.
Cignoni P., Scopigno R. (2008), Sampled 3D models for CH applications: a viable and enabling new medium or just a technological exercise?, «ACM J. Comput. Cultur. Heritage», 1, 1, Article 2 (June 2008).
CIPFA (Chartered Institute of Public Finance and Accountancy) (2009), NUMERIC Project Study Report: Developing a statistical framework for measuring the progress made in the digitisation of cultural materials and content, Brussels: European Commission, http://cordis.europa.eu/fp7/ict/telearn-digicult/numeric-study_en.pdf [accessed March 13th 2013].
Comité des Sages (Reflection Group on Bringing Europe’s Cultural Heritage Online) (2011), The New Renaissance. Brussels: Commission of the European Communities.
Cunningham (2013), Hidden Innovation: Policy, Industry and the Creative Sector, Brisbane: University of Queensland Press.
De Laurentis C. (2006), Digital knowledge exploitation: ICT, memory institutions and innovation from cultural assets, «Journal of Technology Transfer», 31(1), pp. 77-89.
Din H., Hecht P. (2007), (eds.), The Digital Museum: A Think Guide. Washington DC: American Association of Museums.
EC (2002), The DIGICULT Report: Technological Landscapes for Tomorrow´s Cultural Economy: Unlocking the Value of Cultural Heritage, Brussels: Commission of the European Communities, Directorate-General for the Information Society, http://www.digicult.info/pages/report.php [accessed May 25th 2012].
EC (2012) The Digital Agenda for Europe - Driving European Growth Digitally, Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions [COM(2012) 784]. Brussels: European Commission, 18 December 2012.
Europeana (2012), The Commons: From Concept to Action, The Hague: Europeana Foundation, http://pro.europeana.eu/documents/858566/6f48965b-a584-424d-b5a5-b8a0b2909888 [accessed August 21st 2013].
Fletcher A., Lee, M. (2012), Current social media uses and evaluation in American museums, «Museum Management and Curatorship», 27(5), pp. 505-521.
Gueguen G., Hanlon A.M. (2009), A collaborative workflow for the digitization of unique materials, «The Journal of Academic Librarianship», 35 (5), pp. 468-474.
Guttertag D. (2010), Virtual reality: applications and implications for tourism, «Tourism Management», 31, pp. 637-651.
Hellin-Hobbs Y. (2010), The constructivist museum and the Web, in Seal A., Bowen J. P., Ng K. (eds.), EVA'10 Proceedings of the 2010 international conference on Electronic Visualisation and the Arts, Swinton (UK): British Computer Society, pp. 72-78.
Keene S. (1998), Digital Collections: Museums and the Information Age. London: Routledge.
Kèfi H., Pallud J. (2011), The role of technologies in cultural mediation in museums: an Actor- Network Theory view applied in France, «Museum Management and Curatorship», 26(3), pp. 273-289.
Kotler N., Kotler P. (2000) Can museums be all things to all people? Missions, goals, and marketing’s role, «Museum Management and Curatorship», 18(3), pp. 271-287.
Lan P. (2004), Three new features of innovation brought about by information and communication technology, «International Journal of Information Technology and Management», 3 (1), pp. 3-19.
Lazzeretti L., Cinti T. (2009), Governance-specific Factors and Cultural Clusters: the Case of the Museum Clusters in Florence. «Creative Industries Journal», n. 2.1 December, pp. 19-36
Lazzeretti L., Capone F., Cinti T. (2011), Open innovation in city of art: The case of laser technologies for conservation in Florence, «City, Culture and Society», 2(3), pp. 159-168.
Lazzeretti L., Sartori A., Innocenti N. (2015), The role of social media in museum marketing communication strategies: The case of the Museum of Natural History of the University of Florence, «International Review on Public and Non-profit Marketing», 12(3), pp. 267-283.
Lopez M., Margapoti I., Maragliano R., Bove R. (2010), The presence of Web 2.0 tools on museum websites: a comparative study between England, France, Spain, Italy, and the USA, «Museum Management and Curatorship», 25(2), pp. 238-249.
Marty P. F. (2011), My lost museum: User expectations and motivations for creating personal digital collections on museum websites, «Library & Information Science Research», 33 (3), pp. 211-219.
MIBAC (2012), CulturaItalia: Online la nuova versione del portale della cultura italiana. Rome: MIBAC, 22 February 2012, http://www.beniculturali.it/mibac/export/MiBAC/sito-MiBAC/Contenuti/MibacUnif/Comunicati/visualizza_asset.html_1470206078.html [accessed September 14 2013].
Minghetti V., Moretti A. and Micelli S. (2001), Reengineering the Museum’s Role in the Tourism Value Chain: Towards an IT Business Model, «Journal of Information Technology and Tourism»,Vol. 4, no 1, p. 131–143
Muller K. (2002), Museums and virtuality, «Curator», 45(1), pp. 21-33.
Navarrete T. (2013), Digital cultural heritage, in Rizzo, I., Mignosa A. (eds.), Handbook on the Economics of Cultural Heritage, Cheltenham (UK): Edward Elgar, pp. 251-271.
Pescarin S., Pagano A., Wallergård M., Hupperetz W. and Ray C. (2012), Archeovirtual 2011: An evaluation approach to virtual museums, In IEEE (ed.), Proceedings of the 18th International Conference on Virtual Systems and Multimedia (VSMM), 2-5 September 2012, Milan, Italy, http://ieeexplore.ieee.org/xpls/abs_all.jsp?arnumber=6365903.
Proctor N. (2011), Introduction, in Proctor N. (ed.), Mobile Apps for Museum: The AAM Guide to Planning and Strategy. Washington DC: American Association of Museums [online],
Rayna,T. Striukova L. (2014), The Impact of 3D Printing Technologies on Business Model Innovation, in Benghozi, P.-J., Krob, D., Lonjon, A., and Panetto, H. (eds.), Digital Enterprise Design & Management, Springer International Publishing, chapt. 11, pp. 119-13.
Sframeli M., Parallelo (2009), Percorsi di ricerca fra i capolavori delle gallerie fiorentine. Nuove modalità di fruizione, in MIBAC (ed.), Forum PA ’09: Il Patrimonio culturale: un’opportunità per superare la crisi. Rome: Ministero per i Beni e le Attività Culturali, pp. 18-19.
Simon N. (2010), The Participatory Museum, available online at .
Soren B. J., Lemelin N. (2004), “Cyberpals!/Les Cybercopains!”: A look at online museum visitor experiences, «Curator: The Museum Journal», 47(1), pp. 55-83.
Stroeker N., Voegel R. (2012) Survey Report on Digitisation in European Cultural Heritage Institutions 2012, Brussels: ENUMERATE Thematic Network, available online at http://www.enumerate.eu/fileadmin/ENUMERATE/documents/ENUMERATE-Digitisation-Survey-2012.pdf [accessed April 20th 2013].
Verwayen H., Arnoldus M., Kaufman P. B. (2011), The Problem of the Yellow Milkmaid: A Business Model Perspective on Open Metadata, The Hague: Europeana Foundation. Europeana whitepaper n. 2, http://pro.europeana.eu/documents/858566/2cbf1f78-e036-4088-af25-94684ff90dc5 [accessed 15th June 2012].
Vom Lehn D., Heath C. (2005), Accounting for new technology in museum exhibitions, «International Journal of Arts Management», 7(3), pp. 11-21.
Witcomb A. (2003), Re-imagining the Museum: Beyond the Mausoleum, London: Routledge.
Zott, C., and R. Amit. (2010), Designing your future business model: An activity system perspective, «Long Range Planning», 43: 216–26.
DOI: http://dx.doi.org/10.13138/2039-2362/1436
Copyright (c) 2016 IL CAPITALE CULTURALE. Studies on the Value of Cultural Heritage
edita dall'eum e gestita dall'Università di Macerata, Dipartimento di Scienze della formazione, dei beni culturali e del turismo, Sezione di Beni Culturali, piazzale Bertelli 1, 62100 Macerata, Italia.
Adotta specifiche politiche per la gestione e protezione dei dati.