20521 - MANAGERIAL ISSUES IN MADE IN ITALY INDUSTRIES

It is recommended that students have a basic knowledge in Corporate Strategy.

The concept of “Made in Italy” is quite controversial and subject to an intense debate. The question is around what industries and companies can be included into this cluster representing the excellence of our entrepreneurial spirit, creativity and production abroad. The course aims at specifying what Made in Italy is, what are the characteristics that differentiate Made in Italy companies, and what are the reasons of their continuing success in the global scenario. The course also discusses the managerial challenges in selected industries that are important for the Italian Economy and the notoriety of our production system worldwide (i.e. Mechanics, Food and Beverages, Cosmetics and Eyewear).

• How to define Made in Italy and key features.
• Growth strategies of Made in Italy companies.
• Career paths in Made in Italy companies.
• Overview of the machine tool, automation and packaging systems industries.
• The essential business drivers: supplier integration, operational excellence and collaborative new product development, supply chain management, time to market.
• The next manufacturing revolution: Industry 4.0 and impact on the current business.
• Food & Beverages: Industry structure, business models and main players, trends, premium and growth strategies.
• The concept of “Beauty” and the industry structure.
• Digital Strategy in Beauty.
• Product innovation and launch in Beauty.
• Suppliers’ network and Italian Beauty companies, global trend scouting in B2B.
• Overview of the eyewear industry, licensing, production strategies.
• Joint ventures in eyewear.
• Retail and wholesale strategies in eyewear.

• Define the distinctive traits of Made in Italy companies.
• Identify the drivers of excellence of the Made in Italy industries.
• Describe the value chain activities of selected industries.
• Understand the strategies adopted by Made in Italy companies to create and deliver value.

• Analyze the fundamental drivers of success of Made in Italy companies.
• Compare value chains and competitive forces across industries.
• Examine strategies of the companies at various organizational levels.
• Assess the evolution of the business model to deal with the challenges of the new international competition.

• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments
• Interactive class activities on campus/online (role playing, business game, simulation, online forum, instant polls)

Teaching experience is enhanced by the participation as guests of managers from different industries. The course interacts closely with the practical issues involved in key Italian industries. The connection between the “Italian factor” and management practices is dealt by using cases and professionals. Such an in-class interaction forms a central part of the learning process. Students are expected to read cases assigned for each session in advance.

Evaluation consists of a written exam at the end of the course (50% of the total grade) and a teamwork completed during the course (50% of the total grade). Extraordinary in class contribution (in particular in discussing cases and participating to debates) is awarded with max one extra point at the end of the grading process. The teamwork focuses on companies/industries of the Made-in-Italy system. Details about this work are communicated by the second week of the course. Students are expected to deliver both a report and a final in-class presentation.

In a Made in Italy course, the exam serves as a means to evaluate students' understanding of the distinctive traits, strategies, and challenges faced by Italian industries. Here's how the exam can align with the learning purposes:

1. Defining Distinctive Traits of Made in Italy Companies:

• Exam Connection: Short-answer or essay questions may ask students to articulate key characteristics that distinguish Made in Italy companies, such as craftsmanship, design, and heritage

2. Identifying Drivers of Excellence:

• ​​​​​​​Exam Connection: Multiple choices questions or essay question to assess students' ability to identify and analyze the factors that contribute to the excellence of Made in Italy industries.

3. Describing Value Chain Activities:

• Exam Connection: Students might be asked to map out the value chain of a specific Made in Italy industry, identifying key activities and their interrelationships.

4.Understanding Value Creation Strategies:

• Exam Connection: Exam questions may require students to analyze and explain the strategies employed by Made in Italy companies, considering factors like branding, design, and internationalization.

5.Analyzing Fundamental Drivers of Success:

• ​​​​​​​Exam Connection: Analytical questions may focus on specific success stories within the Made in Italy context, prompting students to dissect the factors that contributed to success.

6.Comparing Value Chains and Competitive Forces:

• ​​​​​​​Exam Connection: Comparative analysis questions can ask students to evaluate the similarities and differences in value chains and competitive forces within different Made in Italy sectors.

7.Assessing Business Model Evolution:

• Exam Connection: Students could be asked to discuss how Made in Italy companies have adapted their business models in response to evolving international competition, considering factors like globalization and technological advancements.

Exam Design Considerations:

• Mix of question types: Use a variety of question formats, including multiple-choice, short answer, essays, to assess different cognitive skills.
• Critical analysis: Encourage critical thinking by asking students to evaluate and critique strategies, industry trends, or challenges faced by Made in Italy companies.

Evaluation consists of a written exam at the end of the course (100% of the total grade). Non Attending students are expected to be prepared on the same material (textbook, cases, companies’ presentations) as the attending ones. 

In a Made in Italy course, the exam serves as a means to evaluate students' understanding of the distinctive traits, strategies, and challenges faced by Italian industries. Here's how the exam can align with the learning purposes:

1. Defining Distinctive Traits of Made in Italy Companies:

• Exam Connection: Short-answer or essay questions may ask students to articulate key characteristics that distinguish Made in Italy companies, such as craftsmanship, design, and heritage

2. Identifying Drivers of Excellence:

• ​​​​​​​Exam Connection: Multiple choices questions or essay question to assess students' ability to identify and analyze the factors that contribute to the excellence of Made in Italy industries.

3. Describing Value Chain Activities:

• Exam Connection: Students might be asked to map out the value chain of a specific Made in Italy industry, identifying key activities and their interrelationships.

4.Understanding Value Creation Strategies:

• Exam Connection: Exam questions may require students to analyze and explain the strategies employed by Made in Italy companies, considering factors like branding, design, and internationalization.

5.Analyzing Fundamental Drivers of Success:

• ​​​​​​​Exam Connection: Analytical questions may focus on specific success stories within the Made in Italy context, prompting students to dissect the factors that contributed to success.

6.Comparing Value Chains and Competitive Forces:

• ​​​​​​​Exam Connection: Comparative analysis questions can ask students to evaluate the similarities and differences in value chains and competitive forces within different Made in Italy sectors.

7.Assessing Business Model Evolution:

• Exam Connection: Students could be asked to discuss how Made in Italy companies have adapted their business models in response to evolving international competition, considering factors like globalization and technological advancements.

Exam Design Considerations:

• Mix of question types: Use a variety of question formats, including multiple-choice, short answer, essays, to assess different cognitive skills.
• Critical analysis: Encourage critical thinking by asking students to evaluate and critique strategies, industry trends, or challenges faced by Made in Italy companies.

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Carcano, Lojacono, Made in Italy Industries, BUP

Cases, Slides

Carcano, Lojacono, Made in Italy Industries, BUP

Cases, Slides