Le due sfide del Made in Italy: Globalizzazione e innovazione. Profili di analisi della seconda conferenza nazione sul commercio con l'esteroBy Marco Fortis Il Mulino - July 2005
This volume reviews the analysis profiles presented by Fondazione Edison at the 2nd National Conference on Foreign Trade, held in Rome on 26th February 2005. Since the '60s the creativity of the "made in Italy" business has been a unique experience admired all over the world. "Made in Italy" has become something much more important than a mere origin tag: it has become synonymous with universally recognised design excellence, quality and reliability of our products and technologies. The new challenges of globalisation, with the outstanding "asymmetric" competition from China in the manufacturing sectors where Italy is specialised, are now raising new questions on the future of our country and are compelling all players - enterprises, districts, institutions and the government - to reconsider Italy's business and system strategies and economic policies. The Italian industry needs to be adequately protected internationally from unacceptable forms of unfair competition and counterfeiting. There is the need to remove the system constraints that check the competitiveness of the Italian enterprises and foster the dimensional growth of our firms, in order to come to industry and business migration, where necessary, especially with a view to entering new markets, increase the resources for R&D and develop strong business brands with appropriate investments in advertising and marketing.