MCC: Milanese Cultural Club. How to implement the TR3S C business model (Spain) in Milan

Introduction In our postindustrial society, a new equilibrium has been created. In the 1950’s, consumers’ needs were related to physical goods. Nowadays, the economy development and the welfare of society have transferred and changed the general meaning of “needs”. Now, the “need” is more immaterial, intangible and subjective. At the same time, services, in their broadest meaning, have become the most important business of our economy. The amount of investment spent to obtain consulting or an 1 immaterial service now eclipses the value of physical goods. Not dwelling too much on the general topic of services and experiences, we want to focus on all that kind of immaterial goods that falls in the basin of experiential needs of the customer. All kind of arts, from the finest to the most folkloristic, are the highest representative of this experiential need. Especially in our fast and stressed society, art becomes an escaping path in which, each of us takes refuge from the everyday life. Examining the perspective from a different point of view, we can easily argue that in the last 10 years the cultural offerings have increased dramatically, largely due to the presence of new technology. In this scenario, the choice for the arts attendees has become harder and harder. The offer is always more fragmented and niche oriented, and the huge quantity of information obtainable through newspaper, TV, internet, and so on is becoming 2 harder to be managed by consumers. For this reason many actors in the market are trying to collect, systematize and organize information to make the decision process of consumers easier. In this market of aggregators, we can find some actors that have taken the initiative of attempting to help all of the stakeholders in the industry. They are trying to be not just aggregator of information but real hub for everything connected with these “products”. For example, 1 J.H. Gilmore & J. Pine (2000) Markets of one: creating customer-unique value through mass customization, Boston, MA, Harvard Business Review 2 W. Santagata,(2004) Cultural Industries and production of culture, Routlegde, London 8