SOFT ECONOMY Creating Value Leveraging on Territorial Qualities
The Context Economic 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 factors, such as efficiency in the use of resources, people’s perception of their State etc. paradoxes: if you distroy your environmental heritage to push industrial production, your GDP will grow faster. better use QDP: Quality Domestic Product
Soft Economy HARD ECONOMY: delocalization, mass production SOFT ECONOMY: knowledge, research Soft Economy creates economic value out of not measurable values, such as knowledge, symbols, creativity, immagination. 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 communities and territory
Territorial Value The Soft Economy considers the context 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 Italy Looking at the past projected towards future 5 Drivers: .Memory .Modernity .Economic Self sustainability .Adaptability .Relation with community .Efficiency
New Made in Italy 4 Areas .The Quality Network .Territorial Agriculture . Holistic Tourism . Fair Purchasing
The Quality Network Invisible infrastructure that guarantees quality of life and products thanks to a tight connection with the territorial resources. Necessity of a net to share innovation, guarantee quality through shared standards, political government support. certifications and labels
Territorial Agriculture Focus 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 export 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 involve different sectors of local economy.
Holistic Tourism Defense and valorisation of territory, intended as a system of different layers to attract different interests. culture, environment, products..
Fair Purchase Invisible infrastructure that guarantees quality of life and products thanks to a tight connection with the territorial resources. Necessity of a net to share innovation, guarantee quality through shared standards, political government support. certifications and labels