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Course 2021-2022 a.y.


Department of Management and Technology

Course taught in English

Go to class group/s: 31

ACME (10 credits - II sem. - OBS  |  SECS-P/07)
Course Director:

Classes: 31 (II sem.)

Class-group lessons delivered  on campus

Suggested background knowledge

It is recommended that students have a basic knowledge in Corporate Strategy.

Mission & Content Summary

The concept of “Made in Italy” is quite controversial and subject to an intense debate. The question is around what industries and companies can be included into this cluster representing the excellence of our entrepreneurial spirit, creativity and production abroad. The course aims at specifying what Made in Italy is, what are the characteristics that differentiate Made in Italy companies, and what are the reasons of their continuing success in the global scenario. The course also discusses the managerial challenges in selected industries that are important for the Italian Economy and the notoriety of our production system worldwide (i.e. Mechanics, Food and Beverages, Cosmetics and Eyewear). A special module deals with generation of ideas for innovotion in Made in Italy industries, exploring methodologies and techniques for launching new products/ services and evaluating the economic and commercial feasibility of the business ideas.


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 Reserch
  • Discover: Desig Process & Business Model Innovation
  • Connect/Envision: Analysis & Frame
  • Connect/Envision: Prototyping ideas
  • Quantitative and qualitative analysis for business planning

Intended Learning Outcomes (ILO)
At the end of the course student will be able to...
  • 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 sorces of value creation behind design, innovation and development of new products.
At the end of the course student will be able to...
  • 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.

Teaching methods
  • Online 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 reserch brief for teamworks.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x   x
  • Active class participation (virtual, attendance)
  • x   x

    For Attending Students, all assignments and teamworks are mandatory


    • Evaluation consists of a written exam at the end of the course (50% of the total grade) and a teamwork completed during the course (50% 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 teamwork focuses on companies/industries of the Made-in-Italy system. Details about this work are communicated by the second week of the course. Students are expected to deliver both a report and a final in-class presentation.

    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.

    Teaching materials
    • 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.
    Last change 22/12/2021 20:48