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Autori
Trinchero, Stefano
Busso, Simona

Titolo
Brandscape. Strategie di heritage e radici del futuro aziendale: il caso Lavazza
Periodico
Economia della cultura
Anno: 2019 - Fascicolo: 1 - Pagina iniziale: 77 - Pagina finale: 86

The article aims to analyze Lavazza heritage policies with a particular focus on the new headquarters building, Nuvola, where the corporate museum and the company archive have been recently built. From the constitution of the historical archive, Lavazza engaged in several cultural projects focusing on the company heritage, that became a central asset in the shaping and definition of the corporate identity.



SICI: 1122-7885(2019)1<77:BSDHER>2.0.ZU;2-8
Testo completo: https://www.rivisteweb.it/download/article/10.1446/93079
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1446/93079

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