It is common knowledge that the renaissance of the Italian industrial system is increasingly via innovation, which has to be intrinsic to the style of the companies. This approach supersedes to some extent the traditional schematizations of organizational innovation and technological innovation to suggest new ways and instruments of integration between these. In the most consolidated systems, it is fairly frequent to find a structure of the various phases of the system of planning, production, distribution and consumption according to sequential forms, which attribute to each one of them a definite location, which make them take on the role of step in a known and stable process. These approaches have led the companies, in the facts, to privilege the innovation of process per phases compared to the more radical product innovation, of which companies are in greater need today. It is necessary to work far more on product innovation: and this is certainly correlated to technological innovation. From this point of view, technological innovation can also be assured by new and original forms of organization extend the visual and create value, contributing to generating new products/services with the involvement of a plurality of players until now relegated to compartmentalized phases. The novelty of the approach, however, does not lie only in this broadening of perspectives in productive activity, but above all in the modification of the traditional sequence of involvement of different players through questioning from the start of the planning route, traditionally the exclusive prerogative of the planner. There are two fundamental incentives of this innovation: the “transversal” diffusion of technologies and the “new” role of the consumer which merge into one. The latter in particular can take on the role of “associate planner” thanks to the process of qualitative evolution which has transformed the consumer from a passive subject of consensus into a mature and demanding subject. The technological and organizational innovation under discussion then goes through the management of relations with customers and with the other subjects that take part in the system of company value from the first phases of creation of new concepts.

THE CONSUMER BETWEEN TRADITION AND BIG DATA

PALMIERI, STEFANIA;
2017

Abstract

It is common knowledge that the renaissance of the Italian industrial system is increasingly via innovation, which has to be intrinsic to the style of the companies. This approach supersedes to some extent the traditional schematizations of organizational innovation and technological innovation to suggest new ways and instruments of integration between these. In the most consolidated systems, it is fairly frequent to find a structure of the various phases of the system of planning, production, distribution and consumption according to sequential forms, which attribute to each one of them a definite location, which make them take on the role of step in a known and stable process. These approaches have led the companies, in the facts, to privilege the innovation of process per phases compared to the more radical product innovation, of which companies are in greater need today. It is necessary to work far more on product innovation: and this is certainly correlated to technological innovation. From this point of view, technological innovation can also be assured by new and original forms of organization extend the visual and create value, contributing to generating new products/services with the involvement of a plurality of players until now relegated to compartmentalized phases. The novelty of the approach, however, does not lie only in this broadening of perspectives in productive activity, but above all in the modification of the traditional sequence of involvement of different players through questioning from the start of the planning route, traditionally the exclusive prerogative of the planner. There are two fundamental incentives of this innovation: the “transversal” diffusion of technologies and the “new” role of the consumer which merge into one. The latter in particular can take on the role of “associate planner” thanks to the process of qualitative evolution which has transformed the consumer from a passive subject of consensus into a mature and demanding subject. The technological and organizational innovation under discussion then goes through the management of relations with customers and with the other subjects that take part in the system of company value from the first phases of creation of new concepts.
2nd International Conference on Environmental Design – MDA Mediterranean Design Association
978-88-90516-05-4
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11311/1013192
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