The value generation process in art restoration companies

The aim of the paper is twofold: 1) to propose a conceptual framework toanalyze the value generation process of culture-drivenenterprisesby making use of the Ferrero (2013) value creation model and of the Grönroos and Gummerus (2014) service logic (SL) approach to the value generation model and suitably adapting them to culture-driven enterprises and 2) to test such a model on the art restoration companies of the province of Pesaro and Urbino, Italy. The study adopted a qualitative methodology, an exploratory-descriptive approach, and the case study method because of the complex phenomenon under examination. The specific case study was carried out by means of direct interviews with the 31 art entrepreneur-restorers who work in the province of Pesaro and Urbino, Italy. The paper provides empirical insights about how the companies either create or co-create value for clients in six phases of the value generation process: value design, production, assessment, communication, delivery, and the last phase in which the client creates value alone or with stakeholders. The inability to fully exploit the potential for value generation by these companies is mainly linked to the structural limitations of micro enterprises, to the restorers’ lack of managerial skills and to the reduction of orders. Althougha single case was investigated the present work offers a preliminary theoretical contribution which is useful for perfecting the conceptual framework and applying it to a larger sample of restorers and preliminary implications to increase value for clients, enterprises and stakeholders. The study contributes to expand the understanding of a strategic sector for the conservation and valorization of cultural heritage which was neglected by the Cultural and Heritage Management literature.