Innovation and Management

Italian companies are facing a crossroad: growth or apathy in a niche position. Launching innovative products that combine the physical and performance dimension of the product, with the aim of creating ‘memorable’ experiences, could be the answer. These memorable experiences encourage consumers to pay a higher price, which in turn creates fidelity and generates word of mouth, increasingly efficient marketing tools for expanding the client base rapidly and with limited investments.

The analytical and ‘reductionist’ methods do not help managers to orient themselves in the increasing complexity of the context in which companies move, linked to the emergence of the post-industrial economy. But above all they do not allow them to grasp the opportunities offered by the new technologies and new business paradigms.

The managerial culture, technical know-how and knowledge of man – his needs, aspirations and fears – must be combined in an integrated projectual approach, with management at the hub.

Projects (IT)

Publications (IT)