The Disability Marketing and the Cultural “Product”

Abstract

Differences among people have to be considered as an opportunity, even in the field of economy. This would contribute to socially and professionally enhance the condition of people with disabilities. Due to an increase in life expectancy and medical advances, there are currently many people with disabilities. Disability creates significant burdens for public expenditure and for private enterprises including people with disabilities in their staff. Disability management facilitates the inclusion of people with disabilities in the production system, by considering diversity as an opportunity. There have been significant initiatives from museums and other cultural institutions, as well as publishing houses. Studies on this subject should therefore multiply in order to encourage the development of specific opportunity/cost measurement standards regarding the inclusion of disabled people in working processes and investments on products that, planned for all, favor disabled and non-disabled. In this new context, the education and culture of people with disabilities play a crucial role. In this chapter, the author focuses on the Italian experience which is assumed to be useful in broader contexts.