Enterprise Cultural Heritage
Encyclopedia
Enterprise Cultural Heritage(ECH) is the term used to describe the combination of history and products which belong to an enterprise and are recognised by the organization as a potential resource of uniqueness, innovation and differentiation of products and services.
Enterprise Cultural Heritage shares a number of similarities with the Creative Industries
, as most of the sectors addressed are the same, issues such as product differentiation and intellectual property rights management are also shared, however it has developed in new directions taking inspiration from the concept of the "extended product". Innovative practices in Lifelong Learning
have been developed to support entrepreneurs, managers, and professionals in Small and Medium Enterprises to gain competitive advantage through the exploitation of their Enterprise Cultural Heritage when designing and developing products and services.
Research studies, looking at the needs of Small and Medium Enterprises demonstrate the existence of the characteristics of Enterprise Cultural Heritage in businesses (mainly related to the craft
sector), describe how Enterprise Cultural Heritage is perceived in business organization in terms of practices, information, knowledge, and address the skill
s and competence
s needed to manage Enterprise Cultural Heritage.
For each skill area a number of competences have been identified which can help leverage the Enterprise Cultural Heritage potential of the organisation into competitive advantage. The competence mix needed is determined case by case using structured analysis and planning methodologies to help a business to gain awareness of the core elements of Enterprise Cultural Heritage and identify the heritage values attached to the business. These can then be exploited through Brand
ing and Marketing
by applying routines of continuous change in the organization and in production. The elements recognised as important elements of an enterprise’s cultural heritage can be selected, preserved and protected through a suitable Intellectual Property management policy.
The Enterprise Cultural Heritage Open Community was founded by academics and enterprises to shape a methodology for managing Enterprise Cultural Heritage, develop competences, and maintain and enhance the definition of Enterprise Cultural Heritage.
Enterprise Cultural Heritage shares a number of similarities with the Creative Industries
Creative industries
The creative industries refers to a range of economic activities which are concerned with the generation or exploitation of knowledge and information...
, as most of the sectors addressed are the same, issues such as product differentiation and intellectual property rights management are also shared, however it has developed in new directions taking inspiration from the concept of the "extended product". Innovative practices in Lifelong Learning
Lifelong learning
Lifelong learning is the continuous building of skills and knowledge throughout the life of an individual. It occurs through experiences encountered in the course of a lifetime...
have been developed to support entrepreneurs, managers, and professionals in Small and Medium Enterprises to gain competitive advantage through the exploitation of their Enterprise Cultural Heritage when designing and developing products and services.
Research studies, looking at the needs of Small and Medium Enterprises demonstrate the existence of the characteristics of Enterprise Cultural Heritage in businesses (mainly related to the craft
Craft
A craft is a branch of a profession that requires some particular kind of skilled work. In historical sense, particularly as pertinent to the Medieval history and earlier, the term is usually applied towards people occupied in small-scale production of goods.-Development from the past until...
sector), describe how Enterprise Cultural Heritage is perceived in business organization in terms of practices, information, knowledge, and address the skill
Skill
A skill is the learned capacity to carry out pre-determined results often with the minimum outlay of time, energy, or both. Skills can often be divided into domain-general and domain-specific skills...
s and competence
Competence
Competence may refer to:*Competence , the ability of a cell to take up DNA*Competence , the resistance of a rock against either erosion or deformation...
s needed to manage Enterprise Cultural Heritage.
The four aspects of Enterprise Cultural Heritage management
The previously mentioned research studies found that Enterprise Cultural Heritage management is based upon the combination of Skills that consist of the combination of four main skill areas:- Brand managementBrand managementBrand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...
- Change managementChange managementChange management is a structured approach to shifting/transitioning individuals, teams, and organizations from a current state to a desired future state. It is an organizational process aimed at helping employees to accept and embrace changes in their current business environment....
- Heritage management
- Intellectual property management
For each skill area a number of competences have been identified which can help leverage the Enterprise Cultural Heritage potential of the organisation into competitive advantage. The competence mix needed is determined case by case using structured analysis and planning methodologies to help a business to gain awareness of the core elements of Enterprise Cultural Heritage and identify the heritage values attached to the business. These can then be exploited through Brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
ing and Marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
by applying routines of continuous change in the organization and in production. The elements recognised as important elements of an enterprise’s cultural heritage can be selected, preserved and protected through a suitable Intellectual Property management policy.
The rationale of Enterprise Cultural Heritage
A long-term commitment to the use of Enterprise Cultural Heritage can give a distinct traditional, cultural and symbolic appeal to an organisation and its products with the purpose of stimulating interest in the company and its business. A company might publish its history and vision through a web page, booklet or book aimed at its desired market segment. Communication of heritage could include the year of establishment prominently placed on the company logo, straplines etc. communicating the message of experience, longevity and reliability and the implication of quality. A company might reuse existing objects, information and procedures (e.g. recipes in the food sector) to create an artisan atmosphere (which would imply quality and distinction) for customers or encourage employee commitment to the company.Enterprise Cultural Heritage Open Community
An Open Community has been established so that interested parties can collaborate to develop and disseminate the management methodologies applied to the exploitation of Enterprise Cultural Heritage in organisations.The Enterprise Cultural Heritage Open Community was founded by academics and enterprises to shape a methodology for managing Enterprise Cultural Heritage, develop competences, and maintain and enhance the definition of Enterprise Cultural Heritage.