A Fuzzy cognitive map-based approach for understanding value creation mechanisms of artistic interventions

A number of organizations have started to approach the "arts world" looking for new ways of dealing with the management uncertainties and seeking new approaches in response to social changes and economic pressures. The planned managerial use of Arts-based Initiatives (ABIs) can sustain organisations in their efforts to face today's competitive challenges. But how do ABIs contribute to improve value creation capacity of an organisation? There are several anecdotal evidences from practitioners who tend to emphasize the positive experience that employees report during or after ABIs. However a better understanding of the dynamics linking ABIs to business performance is still required. This study proposes the use of Fuzzy Cognitive Map (FCM) to model and dynamically analyze the integration of ABIs in the operation and strategy of an organisation. Referring to the "Arts Value Map" framework, the paper suggests the use of FCM as a dynamic modelling tool to analyze the reciprocal influence, simulate and predict the behaviour of factors involved in value creation dynamics.