soft economy
DESCRIPTION
sharing of the contents of the book "soft economy" by Cianciullo, Realacci.presentation for TEKTAO, december 2010TRANSCRIPT
SOFT ECONOMYCreating Value Leveraging on Territorial Qualities
The ContextEconomic crisis, negative values of GDP; traditional capitalists models do not make Italy competitive on the mass markets.
But is GDP Enough?GDP does not consider important fac-tors, such as efficiency in the use of resources, people’s perception of their State etc.
paradoxes: if you distroy your environ-mental heritage to push industrial pro-duction, your GDP will grow faster. better use QDP: Quality Domestic Product
Soft EconomyHARD ECONOMY: delocalization, mass productionSOFT ECONOMY: knowledge, re-search
Soft Economy creates economic value out of not measurable values, such as knowledge, symbols, creativity, immagi-nation.
An economy based on knowledge and innovation, but also on quality, identity, history, creativity; an economy which is able to merge social cohesion and competitivity, leveraging on communi-ties and territory
Territorial ValueThe Soft Economy considers the con-text as a system, in which the territory itself plays the main role. The territory must be seen as a unique system with its specific qualities; around the territory are organized production and leisure, knowledge and monetary flows.
Local community is a co-actor to involve in the decision/production process.
VIP..This is a collection of Very Important (small) Places that play a crucial role in the italian economy
*Maranello (Ferrari)
VIP..This is a collection of Very Important (small) Places that play a crucial role in the italian economy
*Casette d’Ete (home of Tod’s shoes)
VIP..This is a collection of Very Important (small) Places that play a crucial role in the italian economy
*Auna di sotto (Loacker)
VIP..This is a collection of Very Important (small) Places, that plays a crucial role in the italian economy
*Pregnana Milanese (Artemide)
New Made in ItalyLooking at the past projected towards future
5 Drivers:.Memory.Modernity.Economic Self sustainability.Adaptability.Relation with community.Efficiency
New Made in Italy4 Areas.The Quality Network.Territorial Agriculture. Holistic Tourism. Fair Purchasing
The Quality NetworkInvisible infrastructure that guarantees quality of life and products thanks to a tight connection with the territorial re-sources.
Necessity of a net to share innova-tion, guarantee quality through shared standards, political government sup-port.
certifications and labels
Territorial AgricultureFocus on quality rather than quantity, to win the market competition.Protection and valorization of territorial excellece
.wines (decreas production to improve quality; in 2004 export +4.5%).Parmigiano (Consorzio Parmigiano, protection of the brand to increase ex-port of the real product; in 2003 export to USA doubled, to Europe +30%)
These kind of production are strictly connected with the local context and in-volve different sectors of local economy.
Holistic TourismDefense and valorisation of territory, intended as a system of different layers to attract different interests.culture, environment, products..
Fair PurchaseInvisible infrastructure that guarantees quality of life and products thanks to a tight connection with the territorial re-sources.
Necessity of a net to share innova-tion, guarantee quality through shared standards, political government sup-port.
certifications and labels