Revising Accounting and Branding of Italian Cultural Firms: Intangible Assets

What can be a strong signal in order to increase ticket revenues and attract private contributions in modern cultural firms? Intangible Assets. Though ticket revenues have not declined, the Italian State has not lost his aptitude of social father, taking care of merit goods such as Performing and Visual Arts. Though they are encouraging grant-making initiatives and stakeholders such as Banking Foundations, private citizens and enterpreneurs, Italian Cultural Firms are getting on a sweet privatization. Not confident of the Italian private vocation for arts financing and always estimating cultural goods as fundamentals of the Italian tradition and history, they don’t strongly invest in fundraising and advertising campaigns, in ultimate sense, intangibles and they only trust State and Local Administrations Funding. Revising communication and accounting practices could be a virtuous track in order to get on a tangible privatization. Here, it is given evidence of strategies and performance of Italian Cultural Foundations.