Enterprise 2.0 in slump times.

Yesterday Osservatorio Enterprise 2.0 of School of Management - Politecnico di Milano introduced the results of the research dedicated to the issue of Enterprise 2.0 in slump times: "L'Enterprise 2.0 al tempo della crisi: la concretezza di chi osa".
After the Introduction by Umberto Bertelè, President of MIP School of Management, the results of the research was shown by the Scientific responsibles of Osservatorio 2.0 of Politecnico di Milano: Mariano Corso and Stefano Mainetti.
The morning plenary session has continued with the participation of some important ICT companies Presidents, Responsibles and Managers, exposing their views about Enterprise 2.0 state of the art and how to try to take advantage of this very serious general slump, in order companies could achieve an actual, effective improvement through the use of the very new tools, techniques and methods encompassed in Enterprise 2.0.Risks and opportunities brought to companies by the introduction of Enterprise 2.0 tools was analysed and exposed as well.

Enterprise 2.0 in slump times.

Italian style in emerging countries - Workshop in Milan

Yesterday I attended the workshop: “Italian style in emerging countries: mith or reality ? “, in the context of “World Marketing & Innovation Forum” (http://www.hsm-it.com/wmif/) . It was held at the new Milan fair center of Rho-Pero, Congressi Center “Stella Polare”, and organized by the International Fashion & Luxury Committee of MIP, Politecnico di Milano School of Management, in collaboration with the management consulting company Value Lab.
The workshop focused on the purchasing behaviour of luxury goods by consumers of the emerging countries, analyzing in particular China, India and Russia.
It has been tryed to better understand the meaning of “luxury” to the emerging countries consumers, trying possibly to give a definition of the term.
Some experts and responsibles of italian firms in this field took part at the meeting, showing some aspects of the success of the firms which they belong to.
Special guest of the event was Lyn Heward of “Cirque du soleil”, who spoke about “Creativity and talent management as a key factor of success of the Italian Style” with a really inspiring and stirring illustration.
A remarkable aspect that has been drawn during the meeting is that even if the “brand” of Italy associated with luxury and fashion products is a well known and renowned one all over the world (though sometimes some entrepreneurs themselves are not always fully aware of) it’s necessary not to take for granted anything, for the global competition in this field is very high. Still, it’s required a great deal of study and research on this topic (which the above mentioned Committee, for istance, is aimed to), as well as of massive investments by entrepreneurs, in order to understand and meet the different tastes, perceptions and purchaing habits of the emerging eastern countries consumers. So, only with a steady and organized commitment, not resting but striving for success, the italian brands of luxury will be able to conquer the consensus of the growing number of emerging countries middle and upper class consumers.

Info at : www.mip.polimi.it

Italian style in emerging countries - Workshop in Milan

Marketing reloaded

Friday, March 30 took place at Politecnico di Milano a very interesting event: a conference about how Web 2.0 marketing is changing the relationship between corporate marketing trends and consumers requests and expectations. Its attracting and quite fascinating name: "Marketing reloaded".

The conference is connected with the introduction of the homonym book by Boaretto A., Noci G., Pini F.
Unfortunately I couldn't attend the event, but had anyway the pleasure of reading a very interesting article about the book and its insight on these trends, on the April number of "L'impresa" magazine (currently published again by "Il Sole 24 Ore").
This latter has focussed and based on an analysis of the Italian case. In my opinion a very good and interesting trend that is emerged is that companies are more and more addressing, devoloping and basing their marketing and product orientations and politics toward an increasing real approval of customers needs and expectations about the product/service being offered.

Whoever is interested, please visit the website http://www.marketingreloaded.com , where it's also possible to download the white papers of the event, in italian.

Marketing reloaded