Abstract

This article focuses on corporate museums and archives as the preferred places for a company to reflect on its own authenticity and find a genuine way to approach its diverse audience, starting from the visitors of company museums themselves. The concepts of 'authenticity' and 'corporate social responsibility' are reviewed, in the light of the most recent contributions, in order to illustrate their values to influence company performance, the judgment of ingenuity, the relationship between the company and its stakeholders. Through different examples and two case histories ((Ferragamo e Campari), the articles aims at illustrating that corporate museums and archives, being tied to the productive process of a company, to its distinctive human capital, to its history and values, are the ideal investment to build up company authenticity and to deal with company social stakeholders in a sincere and fruitful way.