1. Why focusing on Made in Italy?

2. 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.

3. 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;

4. 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.

5. 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.

6. 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

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

8. 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.

9. 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;

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

11. 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.

12. Q&A