Abstract

Starting from the 80s, an increasing number of Italian companies have decided to collect and exhibit documents, products and prototypes to show the development of their history - their culture - and today this country counts more than 400 company museums and archives open to the public. But if by definition a company is constantly looking to the future to build on innovation, why should its history be of any relevance? How can the culture inside a company, which includes the culture of all people involved in its life, as well as the creativity and the aesthetic design of products, be considered so valuable as to build on it a new offer to its clients? The aim of this article is to explore the meaning and origins of entrepreneurial culture, its promotion in company museums and archives as well as the main results of studies on consumer behaviour in the postmodern era and his willingness to buy experiences and meanings as well as products and services.