Dear Sirs,
the aim of our proposal is to develop a research project on the issues  
of innovation and experience in the cultural sector, according to the  
Heritage Plus topic of ?Sustainable strategies for protecting and  
managing cultural heritage?.
Our research (36 month) will focus on a deep analysis of the cultural  
sector, with specific reference to heritage sites, according to two  
main topics that are assuming a significant role in marketing:  
innovation and experience. In particular:
-	innovation can be technological, organizational and systemic and  
each of these dimensions can contribute to generate sustainable  
competitive advantage for cultural firms;
-	the experience-based marketing plays a crucial role in creating  
complete and taylor-made experiences to the customer, understanding  
his/her needs and the way through which they can be satisfied through  
the involvement.
In order to create results that can fill the gap between cultural  
heritage research and the implementation of the resulting knowledge to  
solve problems relating to the assessment, protection and management  
of cultural heritage, the empirical part of this research regards the  
analysis of some cultural firms and sites for each selected country  
(Italy, Israel and Spain), with the aim of studying their inclination  
in using innovation to preserve rather than to valorize and promote  
cultural heritage in a sustainable approach, as well as the related  
impacts (both positive and negative) on cultural heritage for the  
territories. Therefore a theoretical model will be shared by all  
parties, according to their specific knowledge and experiences, and  
then a quali-quantitative research will be conducted in each country,  
with a shared methodology, getting to extremely relevant results.  
Moreover, the choice of the partners, as well as their relative  
location, are due to the research group competences in the field and  
to the presence of significant cultural attractive factors in their  
own countries.
This project can be extremely innovative for:
1.	the interdisciplinary skills of the different actors involved in  
the project;
2.	the internationalization of the research that involves different  
forms of innovation in order to narrow the existing gaps and identify  
the possible growth opportunities for cultural firms;
3.	the innovativeness of the issue, linked to cultural sector?s  
innovative marketing strategies.

We are looking for partners.
In waiting for your kind reply, we send you kind regards.


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Valentina Della Corte
Associate Professor of
- Tourism Business Management
- Strategic management and marketing
Dep.nt of Business Administration - Room 31
Business Economics Faculty
University of Naples Federico II
Via Cinthia, Monte S. Angelo - 80126 Napoli
Tel.: +39-081-675370
Fax: +39-081-675058