This book describes why the Made in Italy brand has such a strong relevance for Italy competitiveness and analyzes the key managerial issues for Made in Italy companies. The aim is to give a comprehensive vision of the peculiarity of management and strategy in companies that can be classified as Made in Italy-organizations that are challenged by ownership, size, and key strategic decisions issues influenced by the associated global image. The book focuses on the common challenges among key players in the key industries-food, cosmetics, eyewear and mechanics, and fashion-at the basis of the Italian economy. The authors consider both B2B and B2C business models to better appreciate the variety and the strength of Italian companies.
