5. Conclusions
More important than mere values are the people, who can identify and recognize suitable cultural values and key
stakeholders incorporate them into a whole and upgrade them into a market product or a service. However, this is a
long-term process, extending over several years with interim evaluations that contribute to the improvement or even
the formation of completely new products and services.
Based on our experience we can briefly set out the key factors of successful heritage/values management that
ensure sustainable results:
• identify the appropriate heritage and other topics connected to it
• identify stakeholders who are interested to develop the heritage and other topics into a product/service
• design it into a proper service
• sell the new service to the users