Articoli taggati con ‘Territorial Marketing’

Tafterjournal n. 104 - GENNAIO - FEBBRAIO 2019

When quality measures the distance between valorization and commodification

di Alfonso Casalini

There is a shared vision which wants that every kind of good and service can be transformed in a product. It doesn’t matter what kind of good or service is. This perspective is not so bad as it could sound to many, and above all, looking at our daily lives, it is not so far from the reality. We use and consume every kind of good and service, whether it is a cultural good, a relational good or an industrial good. Though, when we talk about cultural goods, the setting-up of a value-chain or a value-system, obviously scares humanists. Indeed, there is a point that we need to fix and to underline: there is a huge difference between valorization and commodification, and the measure of this difference is named quality. Quality of the processes trough which we transform cultural or non-cultural assets in cultural products. Skilled human resources, clever investments and proper management principles lead to a high-quality deliverable that, despite its market-driven approach, could improve knowledge, culture and social value more than a pure-cultural-driven approach. It is the same difference that measures the distance between “territorial development” and “territorial marketing”. Having a look at both the definitions remove any doubt about it. While “Territorial marketing can be defined as a process whereby local activities are related as closely as possible to the demands of targeted customers” the “Territorial development designates development that is endogenous and spatially integrated, leverages the contribution of actors operating at multiple scales and brings incremental value to national development efforts”. However, looking at the cultural sector, despite the glaring differences between these definitions, the output of these approaches could appear very similar. Both the approaches, indeed, produce cultural services, cultural goods and touristic goods that third-sector organizations, enterprises and Public Administrations offer on the market. So, what kind of variable should we use to interpret a cultural or touristic good as the result of a marketing approach or, on the contrary, of a territorial development approach? Once again, quality could be the answer.

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