Why focusing on Made in Italy?

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Presentation transcript:

Why focusing on Made in Italy?

Why focusing on Made in Italy? Made in Italy’s industries represent a fourth of the national GDP; A unique structure in the global industrial panorama; In the large variety of companies Italian SME’s show common traits and common values in managing opportunities and difficulties; Very powerful umbrella brand.

Why focusing on Made in Italy? To understand Made in Italy a deep analysis is required; Made in Italy suggests the existence of an Italian way of doing business;

An Italian way of doing business? From an historical perspective, the Italian growth mechanism is linked to: Large state owned companies; Large private owned companies; Large monopolistic companies; Large oligopolistic companies; Industrial districts; The Made in Italy phenomenon; Emerging medium sized companies.

And now? The Italian way The Italian way, a different innovation process: Non technology push, non market pull but design driven innovation; Charismatic entrepreneurs that need 360° managers (business design); Flexible organization continuosly evolving; Companies where knwoledge workers are growing.

The Italian way: Changing with the customers; Growth characterized by strategic changes; Tied link with the customers and joint evolution; From cost competion to distintive quality; Continuos innovation from the consumer experience

The Italian way: Markets transformation; New channels engaging new customers; Creation of global brands; Added value of the production; Product customization; Service enrichment.

The Italian way: Continuos innovation; High rate of new products per year; Distintive quality of products (aesthetic, material, functionality, customization); Unique competences in making both functional and beautiful products (comfortable shoes, tasty icecreams machines, beautiful, innovative items, etc.); Sophisticated product technology and craftmenship; Design and industrial engineering; Tradition and future trends.

The Italian way: deep roots in the territory Deep changes in industrial districts; Horizontal and Vertical links among districts; Links among large and small cluster companies; Strong and deep roots in the territory generating companies interested in local development;

The Italian way: global export Italian SME’s: outstanding export performance; global brand visibility; highly diversified and dispersed market presence.

Why Story Telling about Made in Italy? Story Telling is the only tool to undestand the phenomenon complexity; Both researchers and managers can understand Story Telling; Story Telling shows the learning path; Avoiding the traditional analysis dilemma; It is a good tool to understand, to know and recognize roots and successful experiences.

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