Course 2018-2019 a.y.

• How to define Made in Italy and key features.
• Growth strategies of Made in Italy companies.
• Career paths in Made in Italy companies.
• Overview of the machine tool, automation and packaging systems industries.
• The essential business drivers: supplier integration, operational excellence and collaborative new product development, supply chain management, time to market.
• The next manufacturing revolution: Industry 4.0 and impact on the current business.
• Food & Beverages: Industry structure, business models and main players, trends, premium and growth strategies.
• The concept of “Beauty” and the industry structure.
• Digital Strategy in Beauty.
• Product innovation and launch in Beauty.
• Suppliers’ network and Italian Beauty companies, global trend scouting in B2B.
• Overview of the eyewear industry, licensing, production strategies.
• Joint ventures in eyewear.
• Retail and wholesale strategies in eyewear.

• Define the distinctive traits of Made in Italy companies.
• Identify the drivers of excellence of the Made in Italy industries.
• Describe the value chain activities of selected industries.
• Understand the strategies adopted by Made in Italy companies to create and deliver value.

• Analyze the fundamental drivers of success of Made in Italy companies.
• Compare value chains and competitive forces across industries.
• Examine strategies of the companies at various organizational levels.
• Assess the evolution of the business model to deal with the challenges of the new international competition.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Case studies /Incidents (traditional, online)
• Group assignments

Teaching experience is enhanced by the participation as guests of managers from different industries. The course interacts closely with the practical issues involved in key Italian industries. The connection between the “Italian factor” and management practices is dealt by using cases and professionals. Such an in-class interaction forms a central part of the learning process. Students are expected to read cases assigned for each session in advance.

Attending Students should reach at least 75% of attendance/18 over 24 classes + teamwork.

• Evaluation consists of a written exam at the end of the course (60% of the total grade) and a teamwork completed during the course (40% of the total grade). Extraordinary in class contribution (in particular in discussing cases and participating to debates) is awarded with max one extra point at the end of the grading process. The project work is related to the preparation of a Case Study of a Made in Italy Medium-Sized Company.

Evaluation consists of a written exam at the end of the course (100% of the total grade). Non Attending students are expected to be prepared on the same material (textbook, cases, companies’ presentations) as the attending ones.

• L. CARCANO, G. LOJACONO, Made in Italy: State Of The Art And Key Challenges in Made in Italy Industries, Bocconi University Press, 2018. 
• Cases, slides, and additional readings are uploaded on the Bboard platform.

Module 1: Made in Italy industries:

• How to define Made in Italy and key features.
• Growth strategies of Made in Italy companies.
• Career paths in Made in Italy companies.
• Overview of the machine tool, automation and packaging systems industries.
• The essential business drivers: supplier integration, operational excellence and collaborative new product development, supply chain management, time to market.
• The next manufacturing revolution: Industry 4.0 and impact on the current business.
• Food & Beverages: Industry structure, business models and main players, trends, premium and growth strategies.
• The concept of “Beauty” and the industry structure.
• Digital Strategy in Beauty.
• Product innovation and launch in Beauty.
• Suppliers’ network and Italian Beauty companies, global trend scouting in B2B.
• Overview of the eyewear industry, licensing, production strategies.
• Joint ventures in eyewear.
• Retail and wholesale strategies in eyewear.

Module 2: Generating ideas for innovation:

• Generating ideas.
• Align: Design Driven Innovation.
• Align: Design Research.
• Discover: Design Process & Business Model Innovation.
• Connect/Envision: Analysis & Frame.
• Connect/Envision: Prototyping ideas.

• Quantitative and qualitative analysis for business planning.

• Define the distinctive traits of Made in Italy companies.
• Identify the drivers of excellence of the Made in Italy industries.
• Describe the value chain activities of selected industries.
• Understand the strategies adopted by Made in Italy companies to create and deliver value.

• Recognize fundamental sources of value creation behind design, innovation, and development of new products.

• Analyze the fundamental drivers of success of Made in Italy companies.
• Compare value chains and competitive forces across industries.
• Examine strategies of the companies at various organizational levels.
• Assess the evolution of the business model to deal with the challenges of the new international competition.

• Translate broadly defined opportunities into actionable innovation possibilities and recommendations.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments
• Interactive class activities (role playing, business game, simulation, online forum, instant polls)

Teaching experience is enhanced by the participation as guests of managers from different industries. The course interacts closely with the practical issues involved in key Italian industries. The connection between the “Italian factor” and management practices is dealt by using cases and professionals. Such an in-class interaction forms a central part of the learning process. Students are expected to read cases assigned for each session in advance. The module on generating ideas and business planning involves a designer assigning the students a research brief for teamworks.

Attending Students should reach at least 75% of attendance/18 over 24 classes + teamworks.

• Evaluation consists of a written exam at the end of the course (50% of the total grade) and two teamwork completed during the course (30% for the "Generating ideas and business planning" project and 20% for the "Made in Italy" project). Extraordinary in class contribution (in particular in discussing cases and participating to debates) is awarded with max one extra point at the end of the grading process.

Evaluation consists of a written exam at the end of the course (70% of the total grade) and the "Generating ideas and business planning", which is compulsory for all students in any case in order to pass the exam (30% of the total grade). Non Attending students are expected to be prepared on the same material (textbook, cases, companies’ presentations) as the attending ones.

• L. CARCANO, G. LOJACONO, Made in Italy: State Of The Art And Key Challenges in Made in Italy Industries, Bocconi University Press, 2018.
• G. LOJACONO, G. ZACCAI, The Evolution of the Design-Inspired Enterprise, SMR, Spring, 2004.
• Cases, slides, and additional readings are uploaded on the Bboard platform.