The fate of Phaeton : Baroque art for management's sake?
In this paper we inquire into the relationships between the Greek myth of Phaeton and Volkswagen's project to produce a luxury car (named Phaeton). Volkswagen apparently felt that the lack of a luxury car opened the possibility to question their 'son-of-God status', just like Phaeton in the Greek story. This inquiry is contextualized in the emergence of a more and more direct art-management relati
