Active defence strategies for Made in Italy footwear (2019)
Index
INDEX
Introduction
Chapter I – The Fermo-Maceratese district: a value to be preserved
Footwear in Italy: a value to be preserved
Footwear districts in Italy: a synthetic profile
The Fermo-Macerata district
Historical background
The district profile
Dynamics
The voice of enterprises
Conclusions
Chapter II – The District’s Business Models
One district, many business models
The business models of the Fermo-Maceratese district
Conclusions
Chapter III – The reality plans of the crisis
The perception of a complex crisis
The voice of enterprises
A Vital Crisis
Conclusions
Chapter IV – What Consumers Say
For a demand-side industrial policy
The effects of digital on the consumer
The profile of the mature consumer
Shoes buying behaviour
Conclusions
Chapter V – Made in Italy
The Country of Origin Effect (COE)
Made in Italy: Useful but Complicated
The Voice of Business
The Voice of Consumers
Conclusions
Chapter VI – Available Legislation
Foreword
Measures and legislation in force
The Complex Industrial Crisis Area
Enterprise networks
Legal form and contractual relations
The advantages of the network
The Growth Decree
Possible measures
Network agreement with preferential taxation
Extension of benefits
District taxation
IRAP concessions
Tax concessions on human capital and training
Extension of SEZs
Conclusions
Chapter VII – Room for manoeuvre for Made in Italy
Foreword
Room for manoeuvre
The Growth Decree
Destination Italy
The Fight Against Counterfeiting
False Made in Italy
Critical regulatory and fiscal issues
The organisation of the counterfeiting industry and
methodologies of contrast
Evolution of the phenomenon: the role of the Internet
Conclusions
Chapter VIII – The Space of the Possible
The SWOT Analysis
Threats
Opportunity: the opportunities
OT: an integrated reading
Weaknesses
Strengths
SW: an integrated reading
Conclusions
Chapter IX – A mosaic strategy
The challenge of change
An entrepreneurial personality for the district
The mosaic
The keywords
Humanism
Storytelling
Territorial marketing
Made in Italy
EduVision
The mosaicist: who does what?
Conclusions
Appendix I Consumer Report
Appendix II Business Report
Bibliography