Nowadays, the world-wide globalisation process has brought a new economic and production scene and to a different economic geography. The progressive liberalisation and deregulation of markets, together with the ICT development have lead to the birth of the New Economy. This new context is defined by a high level of competition, by the reduction of production costs, and by the use of intangible assets to create value-added products and services. The Western industrial systems - both which lead to or endured this change - and the new Eastern ones - generating competitive advantage from globalisation opportunities - now coexist e compete with each other. This paper presents the results of two studies led by Design Focus in 2005 on a sample of SMEs which trade in China. The goal was to identify critical areas and opportunities within which design can develop policies, strategies and tools to consolidate or renew the Made in Italy brand on new world-wide markets; these should stimulate innovation processes so that both Italian SMEs and government are able to promote the Made in Italy system in China and in other emerging markets. The first part will introduce a synthesis of the results from the survey Relations between Italian companies and Chinese market, that will illustrate which “Vision of China” the Italian SMEs do have and the kind of relationships they have developed with this market. The second part will present the results of the qualitative survey EsC_Export in China, carried out on a selected sample of SMEs trading in China, producers both of intermediate and consumer goods. This audit analysed the access strategies to Chinese market, the distribution channels, the sale strategies to retail or to wholesale and the role of design in the sale process. The third part analyses instead two main fields where design could intervene in order to support the Made in Italy distribution and promotion into China and international markets.
The role of design in the development of the Made in Italy Brand in China.
BIANCHINI, MASSIMO;PARENTE, MARINA
2010-01-01
Abstract
Nowadays, the world-wide globalisation process has brought a new economic and production scene and to a different economic geography. The progressive liberalisation and deregulation of markets, together with the ICT development have lead to the birth of the New Economy. This new context is defined by a high level of competition, by the reduction of production costs, and by the use of intangible assets to create value-added products and services. The Western industrial systems - both which lead to or endured this change - and the new Eastern ones - generating competitive advantage from globalisation opportunities - now coexist e compete with each other. This paper presents the results of two studies led by Design Focus in 2005 on a sample of SMEs which trade in China. The goal was to identify critical areas and opportunities within which design can develop policies, strategies and tools to consolidate or renew the Made in Italy brand on new world-wide markets; these should stimulate innovation processes so that both Italian SMEs and government are able to promote the Made in Italy system in China and in other emerging markets. The first part will introduce a synthesis of the results from the survey Relations between Italian companies and Chinese market, that will illustrate which “Vision of China” the Italian SMEs do have and the kind of relationships they have developed with this market. The second part will present the results of the qualitative survey EsC_Export in China, carried out on a selected sample of SMEs trading in China, producers both of intermediate and consumer goods. This audit analysed the access strategies to Chinese market, the distribution channels, the sale strategies to retail or to wholesale and the role of design in the sale process. The third part analyses instead two main fields where design could intervene in order to support the Made in Italy distribution and promotion into China and international markets.File | Dimensione | Formato | |
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Bianchini_Parente_DMJ_MadeinItalyChina_ONLINE.pdf
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