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The purpose of this paper is, through an exploratory analysis, to identify good practices implemented by international museums in the phygital context and their classification in terms of customer experiences, in order to identify innovative cultural value creation and co-creation practices.

The authors adopt a qualitative approach of multiple case studies. The analysis conducted formed the information base through which to proceed with the classification of phygital customer experiences through the extended reality technologies framework

The analysis conducted on the selected international museums shows that the phygital formula can take on different characteristics depending on the technologies used and the purpose to be achieved and can be a useful tool for the co-creation of cultural value.

The originality of this contribution lies in the comparative analysis proposed among the case studies to intercept best practices in the phygital field, in the classification of phygital experiences through a novel frame of reference and in the identification of prospects for improvement of an emerging phenomenon in the literature on cultural sector management.

Social entrepreneurship plays a crucial role in the contemporary economic and social ecosystem, defining a value proposition that incorporates a plurality of dimensions to be considered. This research work analyzes the externalities of social enterprises driven by arts and culture for the territories they operate in.

A mixed-method approach of a single case study is performed to consider multiple dimensions in the development of controlling models in the managerial field. The framework adopted is then implemented through a longitudinal analysis over the last three years.

The empirical evidence shows the evolution of the economic and financial performance, the social effectiveness and the institutional legitimacy of the case, explaining the role played in the reference community, even during crisis time. The predictive power of performance changes emerges as a direct link to socially responsible indexes that amplify the attractiveness of value proposition processes.

The results obtained are aligned with Betzlet et al. (2021) key predictor of the success of social entrepreneurship. A wide sample with multiple social enterprises operating in the cultural and creative field needs to be considered in the future, to further advance the literature through a comparative analysis.

This paper reveals that, in the cultural and creative sector, social entrepreneurship value creation is intrinsically linked to the individual and collective identity dimension able to promote cohesion and community well-being.