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Magazine article
(E&M - 2022/3)
Antonioli Magda
The Great Challenge of Milan-Cortina
The production of a large event, starting from the candidacy phase, implies a mix of investments, adequate marketing actions, and the involvement of many actors. The economic and social legacy thus embraces important temporal and territorial dimensions. The case of the Milan-Cortina 2026 Winter Olympics demonstrates that the importance of large events, in addition to the sense of belonging and national ...