Bezpieczna gra biznesu w obszarze sztuki współczesnej (na przykładzie kolekcji korporacyjnych)
Business’ Safe Games in the Contemporary Art Sector (on the Example of Corporate Collections)

Summary/Abstract: In the text is discussed the phenomenon of infiltration of the two spheres: the art world and the business world, which leads to the convergence process: art institutions conformed to the corporation (artistic activities to commercial activities), and conversely: business institutions to art institutions. However, an attention will be focused on the last issue: corporations which use their economic power to compete with public museums and art galleries. The types of corporate actions and activities are presented that led to the creation of the best art collections in the world. Thanks to it corporations have a significant influence on the art sector and global art world. They also have contributed to treat the art as one of the most effective marketing tools for creating a positive businesses and corporations brand in different sectors. Also is shown the phenomenon of corporate sponsorship, which has become necessary to compensate the collapse of state subsidies. In conclusion, this specific issues are related to the context of the functioning of the global art market. Thus, the culture studies analysis will be complemented by the economic analyses.

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