From Poltronova to Centro Studi Poltronova: How to pivot on cultural resources for organizational rebirth.

Purpose. This article focuses on the role of cultural resources, seeking to shed new light on their pivotal role in organizational rebirth after organizational death. Adding to literature on cultural resources, this study investigates how an organization can leverage its existing cultural resources as primary source to inform organizational rebirth. Design/methodology/approach. Through inductive single case study approach, this study analyzes the case of Poltronova, an Italian SME in the furniture business, founded by an artist and developed upon the central role of designers and design projects. Practical and Social implications. The study can inform practitioners on how to navigate organizational rebirth by leveraging internal cultural resources, when other resources are unavailable. Furthermore, it offers new insight on the intrinsic value of artistic efforts and of business involvement with artists to provide favorable conditions towards both economic and cultural development. Originality of the study. Our findings highlight the emergence of what we label artist-based enterprise and project-based model, which can secure organizational success through restoring its historical origin, while ensuring economic profitability in the contemporary context.