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In a country as rich in culture as Italy, it is right to question the economic value of this heritage and the skills needed to preserve it and make it autonomous. If cultural creation is detached from any economic need, its management - on the contrary - cannot ignore the organizational and managerial rules necessary for its survival. But what is meant by "culture", how much is this industry worth in Italy? But above all, how does it create value and sustain itself? We will discuss this in a live video on the website and social media of Il Sole 24 Ore, Wednesday 11 December at 12:30 with Professor Andrea Rurale, Director of the Master in Arts Management and Administration at SDA Bocconi, Ambra Redaelli, President of the Milan Symphony Orchestra and Francesco Bongorrà Director of the Italian Cultural Institute in London.