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Arts,Cultural and Creative Industries Symposium Marketing of arts, cultural and creative industries in the digital era
Programme
TURIN
ACCI Symposium
September 23rd-24th 2016
With the support of
TURIN
ACCI Symposium September 23rd-24th 2016
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ACCI Symposium September 23rd-24th 2016
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FRIDAY 23
RD SEPTEMBER 2016
> 08:00-08:45 > 08:45-09:00 > 09:00-10:30 > 10:30-11:00 > 11:00-13:00 > 13:00-14:00 > 14:00-16:00 > 17:00-18:30 > 20:00-22:30
Registration and welcome of participants | ESCP EUROPE - Corso Unione Sovietica, 218 bis - Turin Opening speech | Room Mole Antonelliana Plenary session – Academic presentations | Room Mole Antonelliana Coffee Break | Room Galleria Reale Plenary session – Round table | Room Mole Antonelliana Lunch break | Room Galleria Reale Academic research sessions – Paper presentations | Room Mole Antonelliana | Room Lingotto | Room Palazzo Madama Private tour of the Turin Egyptian Museum | Museo Egizio - Via Accademia Delle Scienze, 6 – 10123 Torino Gala dinner Please ask for your nominative invitation at reception desk
SATURDAY 24
TH SEPTEMBER 2016
> 09:00-10:30 > 10:30-11:00 > 11:00-12:30 > 12:30-13:00 > 13:00-13:30
Academic research sessions – Paper presentations | Room Mole Antonelliana | Room Lingotto | Room Palazzo Madama Coffee Break | Room Galleria Reale Academic research sessions – Paper presentations | Room Mole Antonelliana | Room Lingotto | Room Palazzo Madama Closing Ceremony - Best Paper Award | Room Mole Antonelliana Closing Cocktail | Room Galleria Reale
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> Registration and welcome of participants
ESCP EUROPE Corso Unione Sovietica, 218 bis 10134 Turin
> Opening speech
. On behalf of ESCP EUROPE: Pr. Francesco RATTALINO, Director ESCP EUROPE Turin Campus, Italy
. On Behalf of the Scientific Committee: Pr. Jean-Claude ANDREANI, ESCP EUROPE Paris Campus, France
. On behalf of AIMAC: Pr. Yves EVRARD, HEC – France
. On behalf of SIM – SOCIETÀ ITALIANA MARKETING: Pr. Alberto MATIACCI, Sapienza Università di Roma, Italy
. On behalf of ICI - INTERNATIONAL CULTURAL INSTITUTE: Dr. Olivier PERPOINT, MALONGO
FUNDATION, France / ICI INTERNATIONAL CULTURAL INSTITUTE, Italy
. On behalf of the Organizing Committee: Dr. Françoise CONCHON, INSEMMA MARKET RESEARCH, France / President INTERNATIONAL MARKETING TRENDS CONFERENCE
> Plenary session – Academic presentations
‐ Chair: Pr. Jean-François LEMOINE, Université Paris I – Sorbonne, France
. BOURGEON-RENAULT D., JARRIER E., Université de Bourgogne, France, DERBAIX M., KEDGE
Business School, France, PETR C., Université de Bretagne Sud, France Transport narratif, expérience de consommation et intentions à l'égard d'un dispositif transmédia
. HAUSMANN A., WEUSTER L., Europa Universität Viadrin, Germany Marketing Benefits for Cultural Tourism: Making Cultural Heritage Accessible Through Digital Technologies
. VOSS G., VOSS S., Southern Methodist University, United States Assessing Competitive Marketing Advantage in Arts & Cultural Organizations.
FRIDAY 23RD SEPTEMBER 2016
08:00-08:45 | LOBBY
08:45-09:00 | ROOM MOLE ANTONELLIANA
09:00-10:30 | ROOM MOLE ANTONELLIANA
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> Coffee break
> Plenary session – Round table
“ Impact of digital tools on Arts, Cultural and Creative Industries ”
‐ Chair: Pr. Yves EVRARD., HEC, France
. Laurence BONY , Director of International Affairs – SACEM
. Olivier PERPOINT , Cultural Policy and Partnership Manager – MALONGO FUNDATION, Chairman
ICI - INTERNATIONAL CULTURAL INSTITUTE
. Simone RIVA, Direct Investment Partner – H14 HOLDING ITALIANA QUATTORDICESIMA
. Romane SARFATI , General Manager SEVRES CITE DE LA CERAMIQUE
. Marco VIDAL , CEO – THE MERCHANT OF VENICE
> Lunch break
> Academic research sessions – Paper presentations
“A new era for museums?” . Chair: Pr. Glenn VOSS, Southern Methodist University, United States . AMBROGIO A., PIERGIOGIO R., BERTOLDI B., GIACHINO C., Università di Torino, Italy
I musei navigano nel web: un nuovo modo di far diventare la cultura social. . STEINER C., Musée historique de Lausanne, Switzerland
Les musées, miroirs de nos sens. . VECCO M., Erasmus University Rotterdam, Netherlands
Visitor Attitudes to Deaccessioning in Italian Public Museums: an Econometric Analysis. . ZINS M., Université Laval, Canada, RABAH M., SKEMA Business School, France
Les musées des beaux arts à la croisée des chemins.
10:30-11:00 | ROOM GALLERIA REALE
11:00-13:00 | ROOM MOLE ANTONELLIANA
13:00-14:00 | ROOM GALLERIA REALE
14:00-16:00 | ROOM PALAZZO MADAMA
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> Academic research sessions – Paper presentations
“The relationship with cultural heritage”
‐ Chair: Pr. Antonella CARU, Università Luigi Bocconi di Milano, Italy
. AYADI K., NEOMA Business School, France, LAGIER J., ESC La Rochelle, France, GUINTCHEVA G.,
EDHEC Business School, France
The screen behind the conversation… On the impact of digital device on children-adults
interactions in museum visits.
. BEDARD A., BRUNET J., HEC Montréal, Canada
When legitimacy intertwined with innovation.
. BINET J., Maison des Arts, France, BOUDER-PAILLER D., GAUZENTE C., Université de Nantes,
France
De quelle(s) participation(s) parle-t-on dans la citoyenneté culturelle ? Proposition d’une
typologie pour les spectacles vivants.
. CANEL-DEPITRE B., LE HEGARAT B., Université Le Havre, France
Positionnement de l’offre muséale à destination des enfants au niveau mondial.
. CERQUETTI M., FERRARA C., University of Macerata, Italy
It doesn’t attract me because I do not understand what I read! First empirical evidence about the
perception of undergraduate and post-graduate students towards local cultural heritage.
. TIMEA KASLER T., Corvinus University of Budapest, Hungary
Will the television be responsible for the death of art? Analyzing the effect of television
consumption on preschool children.
> Academic research sessions – Paper presentations
“Art, Culture and Creative Industries: the power of digital tools” ‐ Chair: Pr. Michael LINGENFELDER, Philipps-Universität Marburg, Germany . GLESNER J., Klassik Stiftung Weimar, Germany
Don't be evil - do the right thing. Google and the Art of Being a Sponsor. . EL AMRANI L., BENBBA I., Ecole Nationale de Gestion et de Commerce de Tanger, Morocco
La contribution du CRM à l’aboutissement d’une évaluation appropriée au client et adaptée à ses attentes : valeur ajouté du CRM au sein de l’entreprise.
. GAMMOUDI L., Jazan University, Saudi Arabia Etude de l’acceptabilité des outils du Marketing Mobile en Tunisie: Le cas de la Géolocalisation.
. MILANO C., Solvay Brussels School of Economics and Management, Belgium Democratization or vulgarization of cultural capital ? The acceptance of Facebook’s use by theater audiences.
. PREECE S., Wilfrid Laurier University, Canada Live Digital Broadcast: Exploring the Case of Music Venues
14:00-16:00 | ROOM LINGOTTO
14:00-16:00 | ROOM MOLE ANTONELLIANA
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> Private tour of the Turin Egyptian Museum
Museo Egizio - Via Accademia Delle Scienze, 6 - 10123 Torino
Metro Porta Nuova + 10 min. walk
> Gala dinner
Please ask for your nominative invitation at reception desk
17:00-18:30 | MUSEO EGIZIO
20:00-22:30 | GALA DINNER
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> Academic research sessions – Paper presentations
“New orientations for in the music field” including 10:30-:11:00: Coffee break in Room Galleria Reale ‐ Chair: Pr. Béatrice CANEL-DEPITRE, Université Le Havre, France . CANCELLIERI G., TURRINI A., Bocconi University, Italy
Giving La Traviata a Contemporary Twist? How Market Identity Shapes Hybridity in Italian Opera. . COLLET B., Université de Rouen, France
Towards an interpretative approach of artistic value: an exploratory study of indie music. . JOUNY-RIVIER E., ESSCA School of Management, France, DUCROQUET A., Université d’Angers,
France Customer-to-customer Co-creation: The Impacts of Fans’ experience in the Context of Large Public Events.
. LAURENCE D., Université de Bourgogne, France, PERRON F., Université de Lille, France Possession et appropriation d'une oeuvre d'art : une approche exploratoire.
. REKOWSKA I., Poznan University of Economics, Poland Use of social media by independent music artists in Poland.
. ROLL J., EMES J., Bauhaus-University Weimar, Germany Cultural Marketing in the Digital Age: The Influence of Place and Media on the Brand Image of Live-Operas.
. SWIATOWY G., KUZNIAK K., Wroclaw University of Economics, Poland Marketing Product Concept – Philharmonic concert services in the light of conducted research.
> Academic research sessions – Paper presentations
“Consumer behavior and arts” including 10:30-:11:00: Coffee break in Room Galleria Reale ‐ Chair: Pr. Dominique BOURGEON-RENAULT, Université de Bourgogne, France . AISSAOUI A., FRIKHA A., E.S.C Tunis, Tunisia
The experience of happiness through the consumption of the product of Art and Culture. . ALBANO F., SANTAMATO V., University of Bari, Italy
La sperimentazione del marketing partecipato nel caso di Matera, Capitale Europea della Cultura 2019
. BALASQUE J-M., Galatasaray University, Turkey Le marketing complexe du street artiste.
. CODIGNOLA F., Università degli Studi di Milano – Bicocca, Italy Market Implications of Art Collectors’ Consumer Behavior: the case of François Pinault.
. PINO G., GUIDO G., TOMACELLI C., RIZZO C., University of Salento, Italy The Effect of Greed and Externalized Luxury Consumption on Individuals' Intention to Purchase Iconic Artworks.
. RAGGIOTTO F., MASON M., MORETTI A., University of Udine, Italy Tattoo exhibitions: materialism and push/pull motivations. Evidence from an Italian context.
. VUKADIN A., BADOT O., ESCP EUROPE, France, LEMOINE J-F., Université Paris-I Panthéon Sorbonne, France Artification and shopping behavior: A model proposition.
SATURDAY 24TH SEPTEMBER 2016
09:00-12:30 | ROOM MOLE ANTONELLIANA
09:00-12:30 | ROOM LINGOTTO
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> Academic research sessions – Paper presentations
“Strategic insights in arts, culture and creative industries” including 10:30-:11:00: Coffee break in Room Galleria Reale . Chair: Pr. Yves EVRARD, HEC, Paris, France
. ABDELLAH KILANI F., SFAR K., IHEC Carthage Tunisia
Does the congruence between movies’ genre and its country-of-production and its country-of-direction impact consumers’ intention to see it ?
. BABOU I., Babou Conseil, France When painting is part of the tourism imaginary: the example of Normandy and 19th century painting.
. BAENA V., Universidad Europea de Madrid, Spain, CERVINO J., Universidad Carlos III de Madrid, Spain Global Marketing Strategy in Professional Sports. Lessons from FC Bayern Munich.
. COLURCIO M., CARE S., University Magna Graecia of Catanzaro, Italy Co-creating Value Design with the Crowd: a Crowdsourcing Practice for the interior design sector.
. CONTI E., University of Urbino, Italy The strategic role of industrial design in the creative and innovative processes of small and medium-sized enterprises. The case of IPI s.p.a
. FILALI D., ICN Business School, France L’effet modérateur du besoin de cognition dans l’impact du désir d’imitation en communication presse.
. MARINO A., Bergamo University, Italy Innovativi e disruptive Modelli di Marketing sistemico-matriciali nei settori dei beni culturali Italiani: per accelerarne il Risveglio , intensificarne il Rilancio e supportarne il Rinascimento.
. ZHANG L., LI Q., DENG C., LI X., Southwest University, China Draping realization method of the garment structure based on fuzzy orientation.
> Closing Ceremony - Best Paper Award
. Pr. Jean-Claude ANDREANI, ESCP EUROPE Paris, France
. Dr. Françoise CONCHON, INSEMMA MARKET RESEARCH, France / President INTERNATIONAL MARKETING TRENDS CONFERENCE
. Pr. Yves EVRARD, HEC – France
. Pr. Alberto MATIACCI, Sapienza Università di Roma, Italy
. Dr. Olivier PERPOINT, MALONGO FUNDATION, France / ICI CULTURAL INSTITUTE, Italy
. Pr. Francesco RATTALINO, Dean ESCP EUROPE Turin, Italy
> Closing cocktail
09:00-12:30 | ROOM PALAZZO MADAMA
12:30-13:00 | ROOM MOLE ANTONELLIANA
13:00-13:30 | ROOM GALLERIA REALE
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ACCI SYMPOSIUM SCIENTIFIC COMMITTEE
> Chairs: > Co-Chairs:
Professor Jean-Claude ANDREANI | ESCP Europe Paris Campus Professor Francesco RATTALINO | ESCP Europe Turin Campus Professor Roger BENNETT | London Metropolitan University – UK Professor Dominique BOURGEON-RENAULT | Université de Bourgogne – France Professor Antonella CARU | Università Luigi BOCCONI – Italy Professor Manuel CUADRADO | Universidad de Valencia – Spain Professor Andrea HAUSMANN | Europa-Universität Viadrina Frankfurt – Germany
OFFICIAL SPONSORS
The symposium is officially sponsored by AIMAC (International Association of Arts and Cultural Management).
With the support of
The symposium is officially sponsored by SIM (Società Italiana Marketing).
With the support of
The symposium is officially sponsored by ICI Venice (International Cultural Institute Venice).
With the support of
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NOTES
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PRACTICAL INFORMATION
> Conference Fee
| Conference fees ‐ Professor: 450 € ‐ Student with Gala Dinner: 350 € ‐ Student without Gala Dinner: 250 € ‐ Professional Full Conference: 450 € ‐ Accompanying Person at Formal Dinner : 100€ ‐ Professional Round Table with lunch: 40€
| Payment by bank transfer to: ‐ Crédit Lyonnais Paris St Maur-Parmentier
65 avenue de la République – 75011 Paris – France ‐ Name of Bank Account: Venise-Paris Marketing ‐ International Bank Account Number - IBAN: FR5430002008000000007466P38 ‐ Bank Identification Code (SWIFT) - BIC: CRLYFRPP ‐ Important: Please indicate the NAME OF THE PARTICIPANT on the transfer document
> Transport and Accommodation
Transport and accommodation costs are not included in the fee. They should be paid by the participants, who should make their reservations themselves. A list of hotels is available ont the conference website at www.marketing-trends-congress.com.
> Organizing Committee
| Jean-Claude ANDREANI, France | Umberto COLLESEI, Italy - Member of Honor | Françoise CONCHON, France | Michael HAENLEIN, France | Francesco RATTALINO, Italy | Maria Jesus YAGUE, Spain
> Conference Registration Secretariat
International Mmarketing Trends Conference E-mail: [email protected]
> Conference Venue
ESCP EUROPE – Torino Campus Corso Unione Sovietica, 218 bis 10134 Torino – ITALY
> Website
www.marketing-trends-congress.com ‐
With the support of