| Summary, etc |
In the uncertain economic climate of the 1990s, why should corporations turn their workplaces into centres of cultural excellence? How do the arts fit into their plans? How can creativity and business interact fruitfully for both parties? Marjory Jacobson's research has taken her to over thirty cities in eight countries to seek out the most innovative corporate patrons. All share one characteristic: they know the value of taking risks and setting standards. Their art programmes are management tools geared to enlightened self-interest. Over 40 case studies are assembled here, including Caisse des Depots, France; Fukuoka Jisho Co., Japan; Nestle, Switzerland; Starkmann Library Services, England; Becton Dickinson and Company, New Jersey; MaxMara, Italy; Vitra International, Switzerland; Hypo-Bank, Germany; Stadtwerke Saarbrucken, Germany; and PaineWebber Group, New York. The studies are supplemented by interviews with major figures in the field and by guidelines for a fine arts programme. This volume shows not only how business has a vital role to play in contemporary art, but also how art helps a corporation. The message is relevant now and for the future for businessmen, corporate designers, artists, curators, dealers and everyone with an interest in contemporary art. Marjory Jacobson is the founder and Managing Principal of Marjory Jacobson & Associates, formed 1981 to advise businesses on arts programmes, and former Director of Exhibitions at Hayden Gallery, Massachusetts Institute of Technology. |