ABSTRACT

Public properties constitute a wide range of real estate as well a significant cultural heritage, characterized by an important strategic value as well as a social and economic potential, which are required to be correctly valorized. Considering the difficulties in obtaining funds, the deficiency of public financing aimed at conserving immovable heritage, whose existence must be guaranteed by the State, and the frequent lack of collaboration between the different subjects involved in the process, it is necessary to focus upon new possible solutions and to improve business models involving different actors. Although an introduction of private business model is widely recommended, this aspect produces conflicts versus consolidated views, which state that the conservation of cultural heritage as common goods pertains only to public responsibility. Beyond what the previous theories state, a new opportunity could be constituted by the adoption of an up-to-date approach that moves the limits of cultural heritage impacts and foresees the converging of investments from different sectors, making other contributions interact with the cultural field. Once cultural heritage starts collaborating with other productive areas, such as labor market and creative industries, it is unavoidable for the private to become more deeply implicated in exploiting its potential, through the adoption of new business models. These processes entail the research of new dialogues, which induce a deep revision of traditional approaches, but require the adoption of change management tools, in order to involve people, as the participation in the process is a crucial requirement to success.

Parole chiave/Key-words: Conservation, Valorization, Change Management, New Business Models, Public Private Partnership