A new Business Model for Millennials Case Study: PBC and Barabaiki
Carmen Basanta (22 years; Double Degree in Education and Primary Teaching, Universidad de Navarra; Pontevedra, Spain), VĂctor Lana (21 years; Degree in Law; Calahorra, Spain), Marianna McMillan (21 years; Degree in International Relations, Universidad de Navarra; Charleston, South Carolina) and Laura Venzal (21 years; Degree in Law; Palma de Mallorca, Spain). Universidad de Navarra, Pamplona
Author Note First section: Theoretical Context Second section: Practical Case study: Legal (Public Benefit Corporation) and Social (Barabaiki) Third section: Professor acknowledgments, citations Fourth section: Contact information (mailing address and email)
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Abstract This article studies how ethics meets business forms by exploring the ongoing evolution of the role of business in societies and the subsequent need to revisit our notion of the business model in alignment with the dignity of the human person. In particular, it addresses the following question: How do we promote the integral development of the human person in the business context? In doing so, it provides conceptual components from which the next business paradigm will be built within both a theoretical framework and a practical case study - Public Benefit Corporation (legal) and Barabaiki (social). The conclusions are the following (1) business is evolving, as well as the other two social spheres –the State and civil society–, towards a human-centered model, that (2) it is the right path if we assume an anthropological vision based on human dignity and that (3) business is actually a proper tool to enhance human development for societies who share that anthropological vision in which business should be consistent with human dignity.
Keywords: Business, sustainability, creativity, dignity, social business, social innovation, culture, education, art, public and private sector, human development, Public Benefit Corporation.
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A new Business Model for Millennials. Case Study: PBC and Barabaiki Methodology Participants Investigators: (1) Carmen Basanta, (2) Víctor Lana, (3) Marianna McMillan and (4) Laura Venzal. Professors: (1) Patrick O´Malley, International Corporate Law; (2) Sachiko Takita. Yokohama City University, Japan; (3) Xabi Basozábal, Universidad de Navarra.
Introduction The role of business in society is evolving in exciting and innovative ways. The nature of the current Information Revolution- discontinuous, unpredictable and non-linear- forces business to operate in radically new ways. This ongoing evolution demands a more comprehensive business model in consistence with the shift in philosophical approaches to the anthropological conception of man and the subsequent role of businesses in society. A business model that has at the core of its understanding and practice the paramount dignity of the human person. Our purpose is to examine the role of business in the flourishing of the individual and the development of the society (Llano A., 2002)1. In doing so, we explore the context in which businesses operate in the twenty-first century and the responsibility they must undertake. I.
Theoretical Context: Human-centered approach
With the acceleration of globalization, the pace at which change occurs is exponentially increased (Schwab, 2015)2. This historically unprecedented tendency toward increased interaction between (i) governments; (ii) civil societies and (iii) businesses not only has eliminated the physicality of international borders but has demonstrated the impact of trade liberalization, expansion of communication and the diffusion of information flows on the society at large. Tools such as the Internet, web browsers and personal computing break physical barriers favoring networks and interdependence over nation-states and isolation. As the world essentially 1 Llano, Alejandro. Empresa y Responsabilidad Social.Conferencia pronunciada en el Palacio de Congresos de Madrid en la Jornada de Antiguos Alumnos del IESE. 23 Nov, 2002. 2
Schwab, K., The Fourth Industrial Revolution. Geneva: World Economic Forum. 2015. Web. Klaus Schwab, engineer and economist, stated the following quote as founder and chair executive of the World Economic Forum concerning the so-called fourth Industrial Revolution or Information Revolution: “The scale, scope and complexity of how technological revolution influence our behavior and way of living will be unlike anything humankind has experienced.” 3
flattens due to this “acceleration of globalization”, we are confronted with a paradox, in which we are both more enabled yet more vulnerable than ever (Friedman, 2005) 3. This radical acceleration refers to the second technology revolution or the fourth revolution in which every aspect of our society is transformed at a rate of speed and size a thousand times the impact of the Industrial Revolution. Such successive technological revolutions forces businesses to operate in radically new ways reflective of this high unpredictability (Rifkin, 2014) 4. Whereas the economy of the past century gave rise to heightened productivity and confidence in economies of scale and vertical integration, the current system for wealth creation is marked by minimization of scales, hypercompetition, outsourcing and networks (Carr, 2003)5. The division of labour economic model experienced within the industrial revolution is being reformulated by the knowledge revolution and its shift towards a mixed economy. This increasing complexity and interdependency results in a change that is both discontinuous and unpredictable. There is a need for a comprehensive business model for the dynamic reality in which the individual is the referent object of protection across the various paradigms: (1) state; (2) civil society and (3) business (Adams, 2006)6. A. Operational Context: State Due to the easing tensions in which the security of the state is assured, the individual is no longer at the periphery but at the center. This shift in referent objects in the state and civil society paradigm demands an equally obstructive shift in the business paradigm. Within the state paradigm, the referent object has shifted from the protection of the sovereignty of the nation-state to the protection of the individual well-being. For instance, since the end of World War II, International Law is evolving in such an unprecedented way considering the individual no longer as a mere object but also as a subject in numerous treaties 7. Without overlooking the previous attempts8, according to Castor Díaz Barrado commenting on Pastor Ridruejo, the contemporary international law has a “distinct humanist and social nature”9. Parallel to this shift in the nature of the system and its subsequent referent objects, is the shift in the anthropological conception of the human being – individualism to social animal. Whereas the prior refers to an individual isolated from the community for utilitarian and security 3
Friedman, T. L. The world is flat: A brief history of the twenty-first century. New York: Farrar, Straus and Giroux, 2005. 4
Rifkin, J. The Zero Marginal Cost Society: The Internet of Things, the Collaborative Commons, and the Eclipse of Capitalism.New York: St. Martin's Press, 2014. 5 Carr, N. IT Doesn’t Matter. Harvard Business Review,81(5): 41–49, 2003. 6 Adams, W. M. The Future of Sustainability: Re-Thinking Environment and Development in the Twenty-First
Century. Report of the IUCN Renowned Thinkers Meeting. Gland, Switzerland: The World Conservation Union (IUCN), 2006. 7 European Convention on Human Rights (1950), American Convention on Human Rights (1969), United Nations Convention on the Law of the Sea III (1982), inter alia. 8
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Francisco de Vitoria (and the School of Salamanca) with his theory of ius gentiumexpressed in De Indis,1532. .
Díaz Barrado, Cástor, “Algunas reflexiones sobre el individuo en Derecho Internacional”, in Perspectivas actuales de las fuentes del Derecho,Barranco et al., DYKINSON, Madrid, 2012, pp. 26.
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purposes the latter refers to the individual as a social animal dependent on the community. As a consequence, the discursive as well as linguistic meanings given to such traditional words as sovereignty, state and security has been redefined to reflect this transition (Wendt, 1992)10. B. Operational Context: Civil Society Regardless of the political model adopted by the state in each historical moment and in each territory, there will always be a social impact in one’s life, as we live in community in response to our social nature. This is the importance of the civil society. The organic objective of free associations between citizens is to improve society itself, given that there is no power (like in public office) nor money (like in business) involved which could make social service appealing. Thus, civil society’s natural tendency is to put the person at the center of their activity. Nevertheless, we appreciate that the organization of people toward common public goals –that is, Tocqueville’s concept of civil society11– had never been so widespread as it is in our days, with the exception of transitional moments in History (such as the end of the Ancien Régime in Europe, the fall of the Berlin Wall or movements for civil rights in America in the last century). The shift to a knowledge era and the telematic revolution have given way to a boom in civil society. As a consequence, there are more people capable of influencing the general public. For example, organizations such as associations, NGO, foundations or unorganized movements increasingly emerge as it is easy to find people with similar interests throughout the globe. All this makes it a patent fact that there is an expansive interest in dedicating efforts to common good. C. Operational Context: Business Therefore, if the government now serves to protect the individual rather than strictly the sovereign state and the civil society serves to help the individual in community rather than exclude him in isolation, then how do businesses put the human at the center and in the process contribute to social transformation? In the similar way that the government and the civil society have responded to the dynamic and complex demands of the fourth revolution reality, we need to adjust the current mechanistic assumptions and discourse on business by referring to its motive for existence. Context Final Remarks: Revisiting the notion of Business One of the basic yet essential aspects in any research is the clear and concise terminological consensus on its components: business, social and social business. By business, 10
Wendt. A. “Anarchy is what a state makes of it: The social construction of power politics. International
Organization,vol. 46, no. 2, Spring 1992: 391-425, 1992. 11
«Free associations that exist as intermediate institutions between citizens and the state, and in which citizens can realize their social freedom and equality» Woldring, Henk E. S., “State and Civil Society in the Political Philosophy of Alexis de Tocqueville”, Springer, 1998, pp. 363. 5
we are referring to its epistemological understanding, in which business responds to both our human and spiritual needs. Therefore, the business is a means in which the human being can survive (tangible) and flourish (spiritual), rather than a means in which the human being is dominated and essentially an instrument of such exploitation 12 (Llano C., 2004). This shift in understanding of business is anthropological rather than technical, inclusive rather than exclusive and in search of truth rather than mediocrity. Not only is the individual respected in its totality but is capable of flourishing as a social animal, within its society and how it relates with one another. Theoretical Context: Human centered approach to Business If business is understood in terms of a social animal’s act of freedom, and social business is understood in terms of its human-centered approach, then business is intrinsically social as social necessitates business. Whereas the latter refers to the effectiveness and efficiency of business in the development of society –(i) supplying goods or services that customers cannot or would rather not produce themselves; (ii) job creation for all the stakeholders, who in turn support their family, pay taxes and purchase more products; (iii) invest in human capital and new technologies; (iv) ongoing development of new products; (v) developing international standards; (vi) diffusing of “good practice”–, the prior refers to business's concern for societal matters – sustainable (i) economic growth; (ii) social development; and (iii) human progress (Urama and Nti Acheamong, 2013)13 (Porter and Kramer, 2011)14. Despite their differences in scope, the premise remains constant – respect for the dignity of the individuals. This constant variable is the foundation for its responsibility to the social development and prosperity of the society, on one hand, and the modern-day company’s ability to take into account the interconnectedness and evolving social power structures of the reality, on the other hand (James, 2014)15. II.
Practical Case Study: Public Benefit Corporation and Barabaiki
A. Legal Perspective: Public Benefit Corporation A Public Benefit Corporation (PBC) or For Benefit Corporation is a new corporate form that has its origins in the United States. As a brief introduction to their history, we can point out that they were born in 2010 in the state of Maryland. Since then, various businesses have become benefit corporations. What defines a PBC is their purposes beyond generating high returns for shareholders. PBCs include within their objectives to take care of the general public benefit. In this sense, they 12
Llano, Carlos. Humildad y Liderazgo: ¿necesita el empresario ser humilde?, 2004, pp. 270. Urama, Kevin and Nti Acheampong, Ernest. Social Innovation creates prosperous societies. Stanford Social Innovation Review, Rockefeller Foundation, 2013. 13 14 15
Porter, Michael E. and Kramer, Mark R. Creating Shared Value.Harvard Business Review, 2011.
Perry, James. The Social Business Frontier: A report that investigates how to recognise and protect the social impact that business delivers in the UK, Big Society Capital, 2014. 6
are characterized by striving to balance the impact of their decisions not only with regards to shareholders, but also to stakeholders – such as employees, customers, environment... According to Leo Strine, “[...] the benefit corporation model puts some actual power behind the idea that corporations should be governed not simply for the best interests of stockholders, but also for the best interests of the corporation’s employees, consumers, and communities, and society generally. The benefit corporation movement is gaining momentum”. Finally, a PBC is obliged to prepare and publish an annual report about the development of its activity and the positive impact it has on the general interest, both social and environmental. As a fun fact, in relation to the annual accounts report, this social impact report does not have to be audited or certified by third parties. As we can see, PBCs perfectly facilitate the pursuit of profit with the setting of long-term social and economic goals linked to the company's own performance (10). The legal figure of Public Benefit Corporation has many advantages. In relation to deputization and liability, linking the business activity to eminently social and respectful of general interest goals, results in the introduction of core ethical values to the decision-making process of corporations. Consequently, the natural result of introducing those values into the decision-making process alleviates fraud, corruption, and other illegalities that may lead to criminal responsibility. Thus, we can appreciate the soft ex-ante control function that such implicit code of conduct establishes. As a result, those values allow reducing director’s liability, and will help them avoid having to invest in monitors and control, that suppose a high cost. In this sense, it is a way to move from Know Your Client (KYC), to Know Yourself (KYS). Summarizing, the operation of a PBC is in itself a way of preventing the risks derived from business malpractice. Therefore, by voluntarily advancing the ‘red lines’, there is an improvement in relation to corporate due diligence. From another point of view, another advantage that PBCs offer is that it attracts young talent. “Millennials want to contribute to the positive impact they believe business has on society, but in doing so, they wish to stay true to their personal values. Seven in ten (70 percent) Millennials believe their personal values are shared by the organizations they work for. This rises to 80 percent among the most senior Millennials and 82 percent for those intending to stay for at least another five years. This is a strong indication that Millennials choose employers whose values reflect their own — a concept reinforced by the finding that, globally, 56 percent of Millennials have “ruled out ever working for a particular organization because of its values or standard of conduct.” A lack of regulation in Europe: a problem to be solved. In the words of Mr. Strine, “[...] Delaware statute illustrates how the benefit corporation model works within the traditional framework of American corporate governance, but changes the power relations within that framework in modest, but nonetheless, meaningful ways”. A Public Benefit Corporation, under the Delaware Code, is defined as “a for-profit corporation organized under and subject to the requirements of this chapter that is intended to produce a public benefit or public benefits and to operate in a responsible and sustainable manner. To that end, a public benefit corporation shall be managed in a manner that balances the 7
stockholders' pecuniary interests, the best interests of those materially affected by the corporation's conduct, and the public benefit or public benefits identified in its certificate of incorporation”. The point of this is to expose that new business and corporate forms like PBC are trying to give an answer to the new requirements to the business world reported by millennials. As we can see in theory when we study the US regulation of PBC, this new legal tool shows that there is a change in the economic or strictly scientific understanding of business world when social service enters into it. In this way, PBCs allow us to affirm that profitability is no longer an objective, but a sine qua non condition to be able to develop corporation activity: service to society. However, there is no similar stadium in Europe. We will have to wait until our legislators accept the positive outcome of a foreign regulation. But, because of the legal needs of sociallyprofitable projects like Barabaiki, we propose a suggestion to the Spanish legislator in order to solve this gap. B. Social Perspective: Barabaiki as a social enterprise: Art and Education By examining the case study of Barabaiki, we are afforded with the opportunity to examine a social business that places the human at the center and given the respect of his/her freedom and dignity, Barabaiki additionally provides provides social capital needed for economic growth and social stability. Barabaiki is a social enterprise that seeks to promote art and education in developing countries. Given this underlying motive, its line of actions is the following: 1. Provide visibility, promotion and market opportunities for emerging artists with less advantaged background for artistic development. 2. Allocate 100% of the profits (from the sale of art) to educational projects related with art and scholarships for students, artists and teachers in the artist’s local communities. 3. Elevate art’s position in societies where it is less appreciated I.
Provide visibility, promotion and market opportunities for emerging artists with less advantaged background for artistic development.
What began two years ago as a desire to socially transform society through business, art and education, has materialized into a social enterprise. This social enterprise is Barabaiki and its underlying vocation is to contribute to society, both the individual in its spiritual flourishing as well as the community in its cultural enriching. Enterprise enables such a sustainable impact. As has been stated, jobs in business should preserve and develop humans’ dignity. So the remaining question should be: “Why art as a business?”. Communities are developed thanks to the potential, capacities and ideas that its citizens put at the service of society. Art may appear “useless” itself, but perhaps the approach in which it is understood- mechanistic or utilitarianfails to recognize it as the maximum human expression. Through art, Munch showed how desperation feels like in “The scream”; Botticelli taught how anatomy could be so perfect in “The birth of Venus”; Velazquez enlightened us that perspects can deceive (in “Las Meninas”); 8
furthermore, humanity saw how all these aesthetic rules could be broken by Basquiat, Tapies, Rothko, etc. yet still be considered art. Within the past decades, European and American art has influenced how we understand globalizacion, development and, most importantly, relationships. What about contemporary art in developing countries? Barabaiki’s president art contacts in Tanzania and saw in their artworks (i) an incredible aesthetic theory in the use of materials and ideas; (ii) concepts that could let us start an intercultural dialogue (Ex.: woman’s social situation); (iii) colour as a traditional way of expression, even used in sad scenes. But she already saw that despite the great quality of their works, they didn’t have big opportunities to share them. What prevents such communities from development? And What do we mean by development? Maslow’s needs pyramid can answer this question. Given the lack of universality is which basic needs are covered for the population, education is the ultimate solution. However, if such basic needs are covered, the person can transcend and orient oneself to his/her superior needs - intellectual and aesthetic. Barabaiki’s first collaboration is with three tanzanian artists, Kajo, Rhino and Chitunguu. They are contemporary artists with three different ways of expressing themselves. Barabaiki wants to provide them visibility, promotion and market opportunities in both their communities and abroad. It is believed that local communities in developing countries have to be the principal engine of their own development. Barabaiki offers a platform and the necessary tools to promote artists. It does so by committing itself to the following lines of action: (1) Art exhibition in Arusha’s University (August 2018), Tanzania. Barabaiki wants to join together artists and university students in a space provided of an intellectual atmosphere with the idea of making them conscious about the importance of taking a main role in the diffusion of their culture. (2) Barabaiki’s presence in the Arts Forum of World Youth Alliance in Brussels (June 2018) and Barabaiki’s presence in the Arts Forum of World Youth Alliance in Kenya (August 2018) as it artists’. The International Arts Forum gathers artists, art critics, scholars, and participants for this annuals conferences that examines the relationship between art and human condition. In addition, this space is proposed as a platform for networking16. Considering half of the Barabaiki team are Europeans, Europe presents us with an excellent market in which to promote the artists. As said, Barabaiki is going to start with Tanzania this periple. Europeans (developed countries’ citizens actually) have better options to grow (personally, socially, etc.) and should make the difference supporting our art and other countries’ artists as a prolongation of the same. So if, had been organised two exhibitions to put closer african artworks to spanish society, opening as well the possibility of buying them: (1) “Colores desde Azania” exhibition in Amigos’ building at Navarra’s University (from 30th January to 9th February). (2) “Colores desde Azania” exhibition in Bar la Comedia, Calahorra (La Rioja).
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World Youth Alliance, https://www.wya.net/programs/iaf/ 9
Allocate 100% of the profits (from the sale of art) to educational projects related with art and scholarships for students, artists and teachers in the artist’s local communities. II.
A good academic, professional and personal education is an essential factor for human growth and personal development respective of the individual as a social animal and his/her freedom. We believe that art, as the main object of our social enterprise, has a lot to offer to students, teachers and educators. Aesthetic education produces a certain knowledge that allows one to enjoy, appreciate and experience life in all its dimensions - wonder and awe. This sensitivity could be educated through observation, a capacity that can be refined over time. Since prehistoric times art has been the main driver for human expression and shall be taught to enhance education as is understood in the most holistic sense. The Platonic and the Aristotelian schools, in their reference to the beautiful, overlap with one another by linking beauty with goodness. In doing so, man is driven towards goodness in both conscious and action. This commotion (Plato) or catharsis (Aristotle) on beauty, moves to proper human action. It awakens man and affirms him/her beyond what is given in nature. Before beauty there is neither indifference nor utilitarian possession. We want to offer those students one pathway to know better the world through beauty. Can we educate in beauty? Would this education be useful for them- as art is “useless” itself-? Students educated in beauty and contemplation of their surroundings, learn how to activate new artistic thinking skills. They learn how to develop their imagination which will enable them to boost their innovative abilities, thus allowing them to use and reimagine the materials and tools which they have been brought up with. Creativity fosters problem-solving. “Art offers us hopes of consolation; or promotes the catharsis of mixed emotions. Art might help the person to adapt itself to an uncomfortable and indifferent world” (López, 2009: 12)17. Through Barabaiki we want to help student learn how to “read” their visual world and our artworks from an artistic perspective. As art education has something to do with the expansion of the mode in which students see and experience the world. The way that these young learners see and experience the world depends not only in the material context which they are surrounded by, but the usage that they can make out of it. We might then ask ourselves “how can we promote this personal growth in a world that is becoming more competitive and individualistic?”. Well in the similar fashion that the state and business paradigm is evolving, the educational paradigm is changing as well. We find ourselves in an educational landscape in which the teacher has ceased to occupy the focus point in the teaching process, yet the student. Furthermore, the most effective educational methodologies (Flipped Classroom, Just in Time, Problem Based Learning, etc.) are based on this idea. The person is placed in the centre, as the active part of the process. The person learns how to learn about its possibilities and its
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López, M. “Reflexiones sobre la praxis en arteterapia” en Arteterapia [1886-6190], 2009 vol:4 pg:12. 10
limitations. For his part, the teacher acts like “a guide on the side” helping his student in their search and in the strengthening of their potential (Tourón, 2015)18. Barabaiki’s educational activity is executed within a non - formal educational field framework: “every organised, systematic and educational activity done outside the official system determined to facilitate a concrete kind of learnings to specific subset of people” 19. However, an educator’s role is not that different from that of a school (Eisner, 2002) 20. It inspires our idea about art educators who help students learn because they have something to teach. It is through this interaction between the personal inside and the outside context that human development is fostered. Therefore, teachers can not directly address their students’ interior, they must first address them from the exterior rather than the interior. As previously stated, yet further reinforced, art introduces itself as a method to reach a goal. Barabaiki’s first enterprise activity has been developed in collaboration with three tanzanian artists (Kajo, Rhino and Chitunguu). On one hand, the educational goals that Barabaiki has already achieved are: (1) Grant one scholarship for one student at Blue Sky School in Arusha, Tanzania. This student will benefit from art projects that will take place there in August 2018. (2) Workshops during Barabaiki’s “Colores desde Azania” exhibition at Amigos building in Navarra’s University (Pamplona, Spain)- 2nd of February- with a group of 10 teenagers. During one hour they could contemplate one artwork each, arising later a dialogue and reflections about african woman situation, art as a professional job in Europe and in Africa, etc. They could also make some paper mural using paint brushes. The aim of this activity was to let them express their feelings and emotions about the exhibition and everything that they had already learnt. On the other hand, the educational short-term goals that Barabaiki wants to achieve within the next six months: (1) Educational art projects in Arusha (Tanzania) during one week in August 2018. We are going to start to work analyzing (helped by the artists, teachers) a social childhood need that can be work through art. For example, how to be resilient in difficult situations that make studying hard; convert ordinary objects into something as artistic as giving it a new use; etc. We will be helped by the artist and some teachers in the area as well by a group of volunteers from Europe. 3. Elevate Art’s position in societies where it is less appreciated
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Javier Tourón, “¿La clave de la personalización? ¡El estudiante!” en Blog de Javier Tourón https://www.javiertouron.es/la-clave-de-la-personalizacion-el/ 19
Colom Cañellas, A. .J. y Domínguez Rodríguez, E., Introducción a la política de la educación, Ariel, Barcelona,
1997. 20
Eisner, E, “Ocho importantes condiciones para la enseñanza y el aprendizaje en las artes visuales” en Arte, Individuo y Sociedad, Anejo I, 47-55 (traduction made by the author), 2008. 11
This line of action comprehends both first and second lines. Barabaiki’s social impact activity is based on the concept of art “as a civil education, allows for a cognitive and active integration of the social meanings” (Moraza y Cuesta, 2010) 21. Also, we understand our artists’ work as a model for cultural transmission, induced education and value condensation (Ibíd.). In developing countries, a cultural transmission method is the intergenerational storytelling. Another means for this oral tradition is cultural heritage. When something is credited with heritage character, it is given value to be preserved. According to O. Fontal, educational heritage is a process centre in the subject of learning, but also on the social and collective dimension, as they are essential guides for the person22. How can we elevate art’s social position in those countries? On one hand, educational heritage is an acquired tool that allows developing country’s citizens access to their heritage (art, music, architecture, etc.). On the other hand, it serves as a space for dialogue, in which art is a means for human transcendence. Ultimately, art’s social position will depend on how they promote and preserve what is unique and good in their local communities. In this case creativity expands our abilities and in doing so it allows us to find solutions to traditional problems. Conclusion Considering the theoretical and practical context in which businesses operate, the reality of the Information revolution and the demands of the millennials, not only is there a shift towards a more human-centered approach in both the State and civil society realm but within the business framework as well. If society seeks efficient and effective solutions to systemic social and perennial issues, then by collaborating with constituents across the private, public and nonprofit sector through such legal approaches as PBC and social enterprises as Barabaiki, corporations can introduce core ethical values in their decision-making process and enhance human development in the long-run. It does so by committing itself to an anthropological vision based on human dignity. Barabaiki provides an insight in the power of social business and its more effective capacity to transform society by empowering its very protagonists: (1) the product and action serve as an exchange of ideas and values between the various stakeholders (cultural and spiritual values); (2) shift in the roles and relationships of the protagonists involved (intercultural dialogue) artist with self, customer and community - in which he/she is the motor of their own development; and lastly, the (3) participative and co-creation integration of all the stakeholders - private capital, public sector and artistic world.
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Costa, A., Naval, C. y Urpí, C, Sociedad y educación artística: Una convergencia necesaria, 2002.
22
Bernal, A., Rodríguez, A. y Urpí, C, “La educación patrimonial”, en Retos de la Educación Social, 2008.
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