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The twofold aim of this theory-building article is to raise questions about the ability of queer cinema to transform market culture and ideologies around gender and sexuality. First, the authors examine how the very capitalization of queer signifiers may compromise the dominant order from within. Second, the authors address how brands possibly can draw on these signifiers to project authenticity.

Through visual methods of film criticism and the semiotic analysis of three films (Moonlight, Call Me By Your Name and Portrait of a Lady on Fire), the authors outline some profound narrative tensions addressed by movie makers seeking to give an authentic voice to queer lives.

Brands can tap into these narrative attempts at “seeing the invisible” to signify authenticity. False sublation, i.e. the “catch-22” of commodifying the queer imaginaries one seeks to represent, follows from a Marcusean analysis.

In more practical terms, “seeing the invisible” is proposed as a cultural branding technique. To be felicitous, one has to circumvent three narrative traditions: pathologization, rationalization and trivialization.

In contrast to Marcuse's pessimist view emphasizing its affirmative aspects, the authors conclude that such commodification in the long term may have transformative effects on the dominant ideology. This is because even if something is banished to the realm of imagination, e.g. through aesthetic semblance, it can still be enacted in real life.

The purpose of this paper is to present and validate a large-scale methodology for risk assessment and management in cultural heritage sites, taking into account their specific tangible or intangible values. Emphasis is given to historic centres that are key resources in building resilience to disasters but are also highly vulnerable due to several factors, such as the characteristics of the built environment, the community and social life, the lack of risk awareness and maintenance and finally the poor regulatory framework for their management and valorisation.

The multi-step procedure starts from the assessment of the attributes of cultural heritage in order to identify priorities and address the analysis. Then, it evaluates the primary and secondary hazards in the area, the vulnerabilities and threats of the site and the impacts of the chain of events. Finally, it allows for calibrating a site-specific set of mitigation, preparedness, response and recovery measures.

The application to two case studies in the Italian peninsula, the historic centres of San Gimignano and Reggio Calabria, allows for identifying research gaps and practical opportunities towards the adoption of common guidelines for the selection of safety measures.

By providing a qualitative assessment of risks, the research points out the potentialities of the methodology in the disaster risk management of cultural heritage due to its capacity to be comprehensive and inclusive towards disciplines and professionals.

The purpose of this study is to explore how luxury companies can use knowledge embedded in tradition to set up effective business models.

Given the limited coverage in previous literature regarding the manner in which tradition can be leveraged by companies to create and capture value, this paper adopts a qualitative approach, i.e. the exploratory analysis of a single case study, namely, that of the high-end Italian hotel Borgo Egnazia.

Within a focus on luxury firms, this paper conceptualizes the tradition-driven business model highlighting activities aimed at creating and capturing value by using knowledge embedded in tradition. Combining value creation and value capture with tacit and codified knowledge, the authors are able to highlight the components of a business model that uses tradition as its main distinctive resource.

To the best of the authors’ knowledge, this is the first study to explore how companies use tradition to create and capture value.