“Made in Italy identity” by Michele Carta

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Today, “Made in Italy” is the third best-known brand in the world after Coca-Cola and VISA. Italian goods are leaders all over the world in different sectors and are recognized as an icon of excellence, style and innovation. Brands names such as Armani, Prada and Versace in fashion, Ferrari, Maserati and Ducati in the motor industry, Ferrero, Barilla and Illy in comestibles, Borsalino, Tod’s and Luxottica in luxury goods have become truly legendary and objects of desire in all corners of the world. The purpose of this book is to narrate the “identity” of some of these companies which, on rising to the challenge of globalization, have become the worldwide icons of what “Made in Italy” is. We also propose to analyze and interpret the “key” steps and strategic decisions that have led to the creation of such great and exceptional successes from the economic and marketing standpoints.

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