In today’s world, where people seek the satisfaction of life-size self-actualization needs, the aesthetic value creation has become so important for service innovation, along with economic and social value. In this article, based on the macro models of service value creation and service systems that have already been explained in our first article, we investigate the role of art in a broad sense, in each level of individual aesthetic sense, organizational activity/business, and regional revitalization/sustainability. This study clarifies the role of art driving creativity-oriented management as the intermediaries in resource integration processes involving people, infrastructure, and information.
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