Using culture in your business strategy (video)

It's all about the competition, how to get a head of them, beat them at their own game and do wonders for you and your customers and perhaps the community you both wish to thrive in.

The arts allow new competitive factors to come of the fore, that can exploit the energy, emotions and aesthetics of a business to drive success and competitive advantage.

Using the arts in business

Leading expert, Professor Giovanni Schiuma from the University of Basilicata and the University of Cambridge explores and explains the power of culture to business