Informations and abstract
Traditionally, culture and economic production have been considered very different dimensions of human experience and social existence. In the last decades of twentieth century, in and around the companies a dialogue began between memory and current activities, heritage and present technical equipment and labour process, objects and working people giving life to products and brand in the world market. A life that goes back to the past and today gives a peculiar identity to every company and its products. This article shows how in Italy, after a scanty experience of sponsoring promoted by many enterprises in 1970s, a systematic commitment by institutions, local authorities, chambers of commerce and industry associations, fostered a spirit of emulation and pushed up company investments in archives and museums, defining feasible models and organizational and operational standards.