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Kunst im Unternehmen – mehr als nur Dekoration

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Der Besitz einer Kunstsammlung ist für ein Unternehmen
keineswegs ein überflüssiger Luxus, sondern im Gegenteil eine wichtige Businessressource. Jedes Unternehmen kann seinen Zielen näherkommen, indem es eine Kunstsammlung aufbaut und sie in den Dienst der Wertschöpfung stellt. Denn Kunst ist viel mehr als bloßer Schmuck an den Wänden: Sie stellt für die Mitarbeiterinnen und Mitarbeiter eine Quelle der Inspiration und für das Unternehmen selbst ein wertvolles Instrument für die interne und externe Kommunikation dar. Best-practice-Beispiele aus der ganzen Welt belegen die Wirksamkeit dieses kostengünstigen Tools im Kontakt zum Kunden, im Marketing und im Brand Management.

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Kunst im Unternehmen – mehr als nur Dekoration

  1. 1. Kunst im Unternehmen – mehr als nur Dekoration
  2. 2. Warum Kunst im Unternehmen?
  3. 3. Die intern genutzte Sammlung – Kunst am Arbeitsplatz
  4. 4. Kunst am Arbeitsplatz Dekoration Identität Inspiration
  5. 5. Kunst führt uns zum Erkunden, Reflektieren und dazu, Fragen zu stellen. Sie verändert die Art, wie wir das Leben sehen. Aus: Convivendo com Arte: exposições temporárias, S. 10 und 20.
  6. 6. Kunst – intern genutzt
  7. 7. Mitarbeiter- Entwicklung Entwicklung von Softskills Förderung von Kreativität und Innovations-kraft Visualisierung von Unter- nehmens-Zielen Team-Building Welche Funktionen erfüllt Kunst im Unternehmen?
  8. 8. Kunst – Kommunikation mit "draußen"
  9. 9. Kommunikation mit Kunst kann sich richten an: aktuelle Mitarbeiter Zukünftige Mitarbeiter Die eigenen Kunden Potenzielle Kunden Aktienbesitzer und Investoren Die kulturelle Umgebung Öffentlichkeit
  10. 10. Wofür lässt sich eine Kunstsammlung in der externen Kommunikation nutzen? 1. im direkten Kontakt, zum Beispiel mit Kunden 2. als Unterstützung des Sponsorings im indirekten Kontakt unter anderen mit Kundengruppen 3. zur Unterstützung des Corporate Image 4. bei der Steuerung des Corporate Image
  11. 11. Viele Unternehmen sind der Ansicht, dass sie als "Qualitäts- Unternehmen" gelten, wenn sie "Qualitäts-Kunst" sammeln. Aus: Martorella 1990, S. 29.
  12. 12. Unternehmens-Image Kunst kann verdeutlichen, wofür ein Unternehmen steht. Sie kann auch verwendet werden, um überhaupt erst sichtbar zu machen, wofür ein Unternehmen steht. Vor allem bei Finanzunternehmen, Banken und Versicherungsgesellschaften, insbesondere denjenigen mit sehr komplexen oder abstrakten Produkten, kann Kunst visuelle Unterstützung liefern; daher verfügt fast jede größere Bank über eine eigene Kunstsammlung und betätigt sich auf dem Gebiet des Kultursponsorings. Kunst kann dem Gesicht geben, was sonst unsichtbar geblieben wäre.
  13. 13. Wie verankert man Aktivitäten mit Kunst im Unternehmen?  Aufgaben einer "Kunstabteilung"  Auf- und Ausbau der Sammlung (An- und Verkäufe)  Inventarisierung und fachgerechte Lagerung  Veröffentlichungen  Konzeption und Organisation von Ausstellungen und Events  Unterstützung der Unternehmenskommunikation  Betrieb eines Firmenmuseums
  14. 14. Ein Kunstprogramm im Unternehmen hat einen konkreten Zweck und dieser Zweck ist immer "Business". Es gäbe keine Kunst an den Wänden, wenn die Sammlung nicht irgendetwas Positives für das Unternehmen bewirken würde. Aus: Abbott, S. 33.
  15. 15. Eine eigene Kunstsammlung gibt einem Unternehmen:  Angenehme Arbeitsräume  Sichtbare Identität  Inspirierte Mitarbeiter  Mitarbeiteridentifikation  Definierung der Marke  Kommunikation mit Kunden  Wahrnehmbares gesellschaftliches Engagement (Corporate Social Responsibility sowie Corporate Cultural Responsibility)  Unterstützung des Corporate Image  Steuerung des Corporate Image  Verbindung mit unter anderem Sponsoring  …
  16. 16. Erschienen im agenda-Verlag •14,80 Euro •broschiert, 80 Seiten •agenda Münster (1. April 2016) •ISBN-13: 978-3896885531 Der Besitz einer Kunstsammlung ist für ein Unternehmen keineswegs ein überflüssiger Luxus, sondern im Gegenteil eine wichtige Businessressource. Jedes Unternehmen kann seinen Zielen näherkommen, indem es eine Kunstsammlung aufbaut und sie in den Dienst der Wertschöpfung stellt. Denn Kunst ist viel mehr als bloßer Schmuck an den Wänden: Sie stellt für die Mitarbeiterinnen und Mitarbeiter eine Quelle der Inspiration und für das Unternehmen selbst ein wertvolles Instrument für die interne und externe Kommunikation dar. Best-practice-Beispiele aus der ganzen Welt belegen die Wirksamkeit dieses kostengünstigen Tools im Kontakt zum Kunden, im Marketing und im Brand Management. Mehr über die Autoren >> hier
  17. 17. Kunst im Unternehmen – mehr als nur Dekoration Kontakt Dr. Tanja Bernsau Art Research Service www.artresearch-service.com bernsau@artresearch-service.com
  18. 18. Zitierte Literatur  Abbott, S., Corporate Art Consulting (New York, 1994).  Convivendo com Arte: exposições temporárias/Living with Art: temporary exhibitions/Conviviendo con Arte: exposiciones temporales (Sao Paulo, 2012).  Martorella, R., Corporate Art (New Brunswick/London, 1990).

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