Descrizione
The world of Italian companies is changing as rapidly as it is profoundly. While in the past many people thought that our country’s industries were destined to remain on the margins of value chains because they were relegated to the role of sub-suppliers to the big international brands, the reality has proved to be very different. Thanks to the ability to find an Italian way to innovation, combined, moreover, with a flexibility favoured by the small and medium size typical of our manufacturing, an industrial fabric has emerged that is capable of maintaining high margins and qualifying as a strategic supplier for large international groups.
But perhaps the most relevant novelty today concerns a new change of strategy on the part of some small and medium-sized companies. Marketing, a tool typically considered suitable only for those operating in B2C, has also entered the world of B2B. And it has become the tool that can make companies competitive in the age of digitalisation. On the one hand, in fact, it makes it possible to better intercept the demand of client companies by making the most of the moments of contact; on the other hand, it ensures that the final product is qualified thanks to the components that are part of it. While the Brembo case is perhaps the best known today, the book allows us to discover the strategies of other companies that can be taken as an example by many others.
