Transcript Made in Italy

Made in Italy
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
(business design);
that
need
360°
 Flexible organization continuosly evolving;
 Companies where knwoledge workers are growing.
managers
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
customization);
of
products
(aesthetic,
material,
functionality,
 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.
Q&A