Purpose – The purpose of this research is to investigate the practice of business investment in arts and culture, and provide a better understanding of this phenomenon from a competitive strategy perspective. Design/methodology/approach – Our understanding of the way in which companies build...

Sponsorship and cultural patronage has often been associated with a company’s non-business or philanthropic plans. They have always been treated as separate practices from the core activities of any particular business and have not been analysed from a business perspective. Although some...