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What happens when cultures cross-pollinate?

Two published studies have recently addressed the topic in different fields

Knowing and understanding each other. Breaking down barriers. Cross-pollinating cultures to make them greater. Finding shared paths.  And goals to achieve together. It is all a question of approach and attitude. This is an issue that affects everyone, often taking on decisive importance in business relationships and in organisations in general. Two recently published studies address this issue from different perspectives.

Firstly, Faruk Ahmed, Anupam Saha, Abdullah At Tasrif and Joyshree Das – with their research “Cultural Intelligence and Strategic Adaptation: ‘Unpacking the Dynamics of Successful International Business Negotiations Between US and Chinese Technology Firms’ – address the topic of relationships between different cultures by looking at globalisation and successful international business negotiations: areas where success depends heavily on the negotiators.  In other words, a strong ability to “navigate complex cultural and strategic landscapes” is required. The research investigates the critical role of culture and strategic adaptability in shaping the outcomes of negotiations between US and Chinese firms in the modern technology sector. Faruk Ahmed and his colleagues then explore how different cultural norms, communication styles and business practices influence negotiation dynamics,  even starting from case studies such as joint ventures and strategic partnerships between major technology companies in both countries. Their findings suggest that negotiators who demonstrate a high level of strategic and behavioural culture, coupled with a high degree of strategic flexibility, are better able to reach sustainable and mutually beneficial agreements. The key is to learn about each other in order to understand each other.

Secondly, Alina Omirzak explores another area of intercultural relations with her research project, ‘Exploring approaches to improving communication and engagement of job seekers from different cultural contexts’. This study focuses on the process of selecting and engaging candidates from various cultural backgrounds within companies. The research analyses the main barriers and challenges that arise during interaction between people of different cultural backgrounds, as well as modern approaches and effective methods for overcoming these barriers. She also examines some practical examples of international companies that have successfully adopted a multicultural approach.  Even in this area, the ability to overcome barriers and ‘cross-pollinate individual cultures’ appears to be crucial.

Cultural Intelligence and Strategic Adaptation: Unpacking the Dynamics

of Successful International Business Negotiations Between U.S. and

Chinese Technology Firms

Faruk Ahmed, Anupam Saha, Abdullah At Tasrif, Joyshree Das

Pacific Journal of Business Innovation and Strategy, Vol. 2, Issue 3, 2025

Exploring approaches to improving communication and engagement of job seekers from different cultural contexts

Alina Omirzak, University Admissions Expert Almaty, Kazakhstan

Journal of Multidisciplinary Research, Volume 3, Issue 6, June – 2025

Two published studies have recently addressed the topic in different fields

Knowing and understanding each other. Breaking down barriers. Cross-pollinating cultures to make them greater. Finding shared paths.  And goals to achieve together. It is all a question of approach and attitude. This is an issue that affects everyone, often taking on decisive importance in business relationships and in organisations in general. Two recently published studies address this issue from different perspectives.

Firstly, Faruk Ahmed, Anupam Saha, Abdullah At Tasrif and Joyshree Das – with their research “Cultural Intelligence and Strategic Adaptation: ‘Unpacking the Dynamics of Successful International Business Negotiations Between US and Chinese Technology Firms’ – address the topic of relationships between different cultures by looking at globalisation and successful international business negotiations: areas where success depends heavily on the negotiators.  In other words, a strong ability to “navigate complex cultural and strategic landscapes” is required. The research investigates the critical role of culture and strategic adaptability in shaping the outcomes of negotiations between US and Chinese firms in the modern technology sector. Faruk Ahmed and his colleagues then explore how different cultural norms, communication styles and business practices influence negotiation dynamics,  even starting from case studies such as joint ventures and strategic partnerships between major technology companies in both countries. Their findings suggest that negotiators who demonstrate a high level of strategic and behavioural culture, coupled with a high degree of strategic flexibility, are better able to reach sustainable and mutually beneficial agreements. The key is to learn about each other in order to understand each other.

Secondly, Alina Omirzak explores another area of intercultural relations with her research project, ‘Exploring approaches to improving communication and engagement of job seekers from different cultural contexts’. This study focuses on the process of selecting and engaging candidates from various cultural backgrounds within companies. The research analyses the main barriers and challenges that arise during interaction between people of different cultural backgrounds, as well as modern approaches and effective methods for overcoming these barriers. She also examines some practical examples of international companies that have successfully adopted a multicultural approach.  Even in this area, the ability to overcome barriers and ‘cross-pollinate individual cultures’ appears to be crucial.

Cultural Intelligence and Strategic Adaptation: Unpacking the Dynamics

of Successful International Business Negotiations Between U.S. and

Chinese Technology Firms

Faruk Ahmed, Anupam Saha, Abdullah At Tasrif, Joyshree Das

Pacific Journal of Business Innovation and Strategy, Vol. 2, Issue 3, 2025

Exploring approaches to improving communication and engagement of job seekers from different cultural contexts

Alina Omirzak, University Admissions Expert Almaty, Kazakhstan

Journal of Multidisciplinary Research, Volume 3, Issue 6, June – 2025

The time of the elderly serves to build memory and critical thinking, and to prepare for a better future

It is a slim book of barely 86 pages, flowing skilfully. The title is I venti (The Winds). Mario Vargas Llosa wrote it shortly before his death in April this year, and Einaudi has just published it. It can be read in just an hour. And it is the viewpoint of a noble father of world literature, a memoir and a kind of testament. It deserves our intelligent and heartfelt attention.

It is said that in Madrid, implicitly a metaphor for other cities, cinemas are closing because no one frequents them any more, and before long, deserted libraries and bookshops will also close, due to lack of visitors, and the same will happen to museums. Saddened and melancholic, only a few elderly people go to the protest rallies against these signs of waning knowledge and the civilised spirit of a community, and they are ignored.

All about them, technology and images triumph: the dystopia of the ‘Society of the Spectacle’, critically prophesied by Guy Debord in the mid-1960s, is worsened.  Digital reproductions of works of art on mobile phone and computer displays replace live paintings. Foolish passions arise for a ‘paper-free’ society without books or newspapers. Novels are written by artificial intelligence instead of the works of Tolstoy, Cervantes and Virginia Woolf. Algorithms instead of creativity of artists.

What of this artist, then? The book’s protagonist gets lost near the Biblioteca Nacional on Paseo de Recoletos, in the heart of the city. He is fragile and confused; he can’t even remember how to get home. He wanders, overwhelmed by memories and regrets. An old man adrift. The sharp headline “Triste, solitario y final” in the Sunday cultural supplement Robinson of La Repubblica quotes Osvaldo Soriano in support of Paolo Di Paolo‘s review of the sparse, ironic and compelling pages of Vargas Llosa’s posthumous novel that we mentioned. It is a conservative elegy to high culture. And a warning of the extent to which its degradation affects even social, economic and political freedoms.

The old masters are dying. To this writer’s great sorrow, the latest to pass away were Marco Onado and Goffredo Fofi, who died just a few days ago. They leave behind legacies of thoughts and words, in the hope that those of us who remain will continue to bring them to life and bear fruit in the form of new knowledge and intense stories, animated by intelligence and passion.

We are anxiously going through difficult times. The reality of armed wars and trade conflicts has upset the world’s balance, despite an international order and a series of economic understandings that we believed to be established values and practices. The gaps are widening – geographical, social, racial, cultural, gender-based and generational – and the world is restless, sorrowful and resentful. Disoriented by the crisis of traditional principles of authority and authoritativeness, invaded by sophisticated technologies. Yet we are becoming increasingly uncertain of the critical thinking that we all so desperately need to navigate the high-tech universe with sense and awareness.

Perhaps this is also why the death of an elderly person, strong in experience and capable of memory, affects us so much, darkening our controversial and precarious days.

In an era of widespread youthfulness and narcissism, this is a counterintuitive idea that praises the importance of the elderly. It is an interpretation of The Picture of Dorian Gray that tries to cheat the passing of time and avoid the related responsibilities. Perhaps, it is even a bad habit that the elderly cultivate for themselves.

Nevertheless, there must be an underlying imbalance if newspapers, economic reports and sociological surveys tell us that Italy is neither ‘a country for young people’ nor ‘a country for old people’.

In terms of young people, one fact stands out:  in the last ten years, 97,000 young graduates have left the country in search of better working and living conditions, and this figure is set to worsen over time. In 2023 alone, 21,000 left, which is 21% more than the previous year (we blogged about this on 24 June).

But Italy is not a good country for the old either.  The elderly population is large, but they are often lonely, vulnerable and frightened, and estranged from the frenetic pace of modern life. ISTAT certifies that a quarter of the Italian population is over 65 years old (a population of almost 59 million as of 1 January 2025), and 4,591,000 people are over 80 (50,000 more than in 2024). Life expectancy at birth is now 81.4 years for men and 85.5 years for women (an increase of almost five months since 2023). On the other hand, births continue to decline:  370,000 in 2024, with the fertility rate falling to 1.18 children per woman — one of the lowest in Europe.

People are living longer and better, but we are a country with a socially stagnant population. While it is true that 75 per cent of wealth is in the hands of those over 50 (La Stampa, 10 July, according to data from the Proof Society Report), the growing malfunctioning of welfare structures, as evidenced by the tragedy of ever-lengthening waiting lists for healthcare, and new family and social structures, are exacerbating the marginalisation of impoverished and semi-independent elderly individuals.

Here’s the deal: there is an Italy that needs to be understood more deeply, with a more balanced perspective and a more solid foundation of hope. Slogans aside, it is necessary to take a closer look at the country as a whole, and to learn to see beyond the stereotypes to understand the conditions in metropolitan suburbs, mountain villages and neglected rural areas. We must also care much more about issues of ‘common goods’ and the general values of communities. In short, we must build the foundations for good politics and effective public administration.

‘The Old and the Young’, to borrow the title of a great Luigi Pirandello novel, cannot be a theme played out in contrasts and juxtapositions. Rather, it should be considered in new and original ways. Across different social and generational groups. It should be considered at the fertile intersection of memory and future, historical awareness and open space for innovation. The events of Italian society itself offer exemplary testimony to this understanding.

Italo Calvino‘s words in ‘Invisible Cities’ are poignant: ‘A city can go through catastrophes and dark ages, see different generations follow one another in its houses, see those houses change stone by stone, but at the right moment and in different forms it must find its gods once again.’

Remembrance, therefore, is the responsibility of the elderly. Without succumbing to youthful narcissism and a desire for power, they should be useful by suggesting paths, nurturing doubts and questions, and providing material for critical thinking.

Our lifetime is naturally moving towards its end. It is therefore worth treasuring Enzo Bianchi‘s lesson:  add ‘life to days’, as you cannot add ‘days to life’.

In short, know how to be a teacher with a lower-case ‘t’ and have a story to tell:  teach, show, get people to read and re-read.

Let’s return, then, to where we started:  to the ‘winds’ of Vargas Llosa.  To literature and to the words that we elders must write and repeat.

Reading again, for example, José Saramago, who introduces the poems of Fernando Pessoa: ‘He was a man who knew languages and wrote verse.  He earned his bread and wine by putting words in the place of words; he wrote verses as they should be written, as if for the first time. He began by calling himself Fernando Pessoa — a person like everyone else.’

(photo Getty Images)

It is a slim book of barely 86 pages, flowing skilfully. The title is I venti (The Winds). Mario Vargas Llosa wrote it shortly before his death in April this year, and Einaudi has just published it. It can be read in just an hour. And it is the viewpoint of a noble father of world literature, a memoir and a kind of testament. It deserves our intelligent and heartfelt attention.

It is said that in Madrid, implicitly a metaphor for other cities, cinemas are closing because no one frequents them any more, and before long, deserted libraries and bookshops will also close, due to lack of visitors, and the same will happen to museums. Saddened and melancholic, only a few elderly people go to the protest rallies against these signs of waning knowledge and the civilised spirit of a community, and they are ignored.

All about them, technology and images triumph: the dystopia of the ‘Society of the Spectacle’, critically prophesied by Guy Debord in the mid-1960s, is worsened.  Digital reproductions of works of art on mobile phone and computer displays replace live paintings. Foolish passions arise for a ‘paper-free’ society without books or newspapers. Novels are written by artificial intelligence instead of the works of Tolstoy, Cervantes and Virginia Woolf. Algorithms instead of creativity of artists.

What of this artist, then? The book’s protagonist gets lost near the Biblioteca Nacional on Paseo de Recoletos, in the heart of the city. He is fragile and confused; he can’t even remember how to get home. He wanders, overwhelmed by memories and regrets. An old man adrift. The sharp headline “Triste, solitario y final” in the Sunday cultural supplement Robinson of La Repubblica quotes Osvaldo Soriano in support of Paolo Di Paolo‘s review of the sparse, ironic and compelling pages of Vargas Llosa’s posthumous novel that we mentioned. It is a conservative elegy to high culture. And a warning of the extent to which its degradation affects even social, economic and political freedoms.

The old masters are dying. To this writer’s great sorrow, the latest to pass away were Marco Onado and Goffredo Fofi, who died just a few days ago. They leave behind legacies of thoughts and words, in the hope that those of us who remain will continue to bring them to life and bear fruit in the form of new knowledge and intense stories, animated by intelligence and passion.

We are anxiously going through difficult times. The reality of armed wars and trade conflicts has upset the world’s balance, despite an international order and a series of economic understandings that we believed to be established values and practices. The gaps are widening – geographical, social, racial, cultural, gender-based and generational – and the world is restless, sorrowful and resentful. Disoriented by the crisis of traditional principles of authority and authoritativeness, invaded by sophisticated technologies. Yet we are becoming increasingly uncertain of the critical thinking that we all so desperately need to navigate the high-tech universe with sense and awareness.

Perhaps this is also why the death of an elderly person, strong in experience and capable of memory, affects us so much, darkening our controversial and precarious days.

In an era of widespread youthfulness and narcissism, this is a counterintuitive idea that praises the importance of the elderly. It is an interpretation of The Picture of Dorian Gray that tries to cheat the passing of time and avoid the related responsibilities. Perhaps, it is even a bad habit that the elderly cultivate for themselves.

Nevertheless, there must be an underlying imbalance if newspapers, economic reports and sociological surveys tell us that Italy is neither ‘a country for young people’ nor ‘a country for old people’.

In terms of young people, one fact stands out:  in the last ten years, 97,000 young graduates have left the country in search of better working and living conditions, and this figure is set to worsen over time. In 2023 alone, 21,000 left, which is 21% more than the previous year (we blogged about this on 24 June).

But Italy is not a good country for the old either.  The elderly population is large, but they are often lonely, vulnerable and frightened, and estranged from the frenetic pace of modern life. ISTAT certifies that a quarter of the Italian population is over 65 years old (a population of almost 59 million as of 1 January 2025), and 4,591,000 people are over 80 (50,000 more than in 2024). Life expectancy at birth is now 81.4 years for men and 85.5 years for women (an increase of almost five months since 2023). On the other hand, births continue to decline:  370,000 in 2024, with the fertility rate falling to 1.18 children per woman — one of the lowest in Europe.

People are living longer and better, but we are a country with a socially stagnant population. While it is true that 75 per cent of wealth is in the hands of those over 50 (La Stampa, 10 July, according to data from the Proof Society Report), the growing malfunctioning of welfare structures, as evidenced by the tragedy of ever-lengthening waiting lists for healthcare, and new family and social structures, are exacerbating the marginalisation of impoverished and semi-independent elderly individuals.

Here’s the deal: there is an Italy that needs to be understood more deeply, with a more balanced perspective and a more solid foundation of hope. Slogans aside, it is necessary to take a closer look at the country as a whole, and to learn to see beyond the stereotypes to understand the conditions in metropolitan suburbs, mountain villages and neglected rural areas. We must also care much more about issues of ‘common goods’ and the general values of communities. In short, we must build the foundations for good politics and effective public administration.

‘The Old and the Young’, to borrow the title of a great Luigi Pirandello novel, cannot be a theme played out in contrasts and juxtapositions. Rather, it should be considered in new and original ways. Across different social and generational groups. It should be considered at the fertile intersection of memory and future, historical awareness and open space for innovation. The events of Italian society itself offer exemplary testimony to this understanding.

Italo Calvino‘s words in ‘Invisible Cities’ are poignant: ‘A city can go through catastrophes and dark ages, see different generations follow one another in its houses, see those houses change stone by stone, but at the right moment and in different forms it must find its gods once again.’

Remembrance, therefore, is the responsibility of the elderly. Without succumbing to youthful narcissism and a desire for power, they should be useful by suggesting paths, nurturing doubts and questions, and providing material for critical thinking.

Our lifetime is naturally moving towards its end. It is therefore worth treasuring Enzo Bianchi‘s lesson:  add ‘life to days’, as you cannot add ‘days to life’.

In short, know how to be a teacher with a lower-case ‘t’ and have a story to tell:  teach, show, get people to read and re-read.

Let’s return, then, to where we started:  to the ‘winds’ of Vargas Llosa.  To literature and to the words that we elders must write and repeat.

Reading again, for example, José Saramago, who introduces the poems of Fernando Pessoa: ‘He was a man who knew languages and wrote verse.  He earned his bread and wine by putting words in the place of words; he wrote verses as they should be written, as if for the first time. He began by calling himself Fernando Pessoa — a person like everyone else.’

(photo Getty Images)

Medtec graduates its first medical engineers, Milan relaunches the soft power of polytechnic culture

Medical engineers have a unique combination of different skills. They can bridge the gap between anatomy and sophisticated technological machinery, paying close attention to health and using all digital tools for diagnosis, therapy and health prevention. In short, they understand the extraordinary, complex and fragile creation that is the human body in depth and can use the possibilities offered by artificial intelligence to their advantage. Last week, the first 37 students graduated from the interdisciplinary Medtec School course, founded six years ago in collaboration with Humanitas University and the Polytechnic University (Corriere della Sera, 3 July). The city thus confirms one of its defining characteristics:  to be at the forefront of high-level training and an international point of reference for Life Sciences. It is a cultural centre for experimentation, cross-fertilisation and the synthesis of different types of knowledge along the new high-tech frontiers — a polytechnic metropolis.

Donatella Sciuto, rector of the Polytechnic, said: ‘The convergence between Medicine and Engineering is a driver of economic and social development on a global scale, and it originated in Italy. And we hope that new graduates will choose to specialise here and work in hospitals and companies in Italy.’ And Luigi Maria Terracciano, rector of Humanitas University: ‘Our goal is to train professionals who can manage technological evolution in the medical field while maintaining a human perspective and a relationship with patients. This is a university experience offering significant opportunities in both the hospital sector and advanced research.’

Today, the Medtec School has 389 students, 58% of whom are female. The school has a strong international appeal, with 17% of students coming from abroad, particularly from France, Greece and Turkey. This year there will be 42 graduates in total. The courses are naturally taught in English and take place at the Polytechnic and Humanitas University in alternating semesters. They also benefit from the extensive network of relationships that the two universities have with professors and researchers from leading universities and research centres around the world. This is proof of the advantages of a critical, dialectical scientific culture that is open to innovation and sensitive to stimuli for change.

In history and in the controversial contemporary age, this is precisely a fundamental characteristic of Milan, now the main Italian university city with over 220,000 students at a dozen or so universities (which are consistently ranked among the most prestigious internationally) and higher education institutions specialising in design and fashion. Those who welcome others (however demanding, severe or productive) know how to stimulate growth, balancing competitiveness and social inclusion, citizenship and enterprise, the market and welfare. Even if these attitudes are experiencing a period of crisis today due to underlying trends such as many superficial city users and a growing number of people experiencing housing and living cost difficulties, we still hear frequent criticisms and self-criticisms regarding the transformation of ‘Milaneseness’ (Milan is the Italian city most inclined to discuss itself). Nevertheless, it is precisely here that cultures, economic and social phenomena and processes that anticipate and structure ways of being, working and producing continue to be born and mature, thereby influencing other areas of Greater Milan, Italy and the most dynamic and productive part of Europe. Milan is an open metropolis where relationships and cross-pollination of ideas are the norm.

Moreover, it was in Milan that the foundations of the ‘polytechnic culture’ were laid, becoming widespread among its companies and cultural and educational centres. This culture had solid foundations in the nineteenth century with figures such as Carlo Cattaneo, and underwent frequent transformations in the fertile years of the early twentieth century, such as the 1906 Universal Exhibition. Then, during the economic boom and dynamic corporate magazines of Pirelli, Olivetti, Eni and Finmeccanica, it was a testament to a fruitful ‘machine civilisation’. Finally, it was evident in the restless contemporary transition of the century and millennium (‘We are astonished’, as the caustic wit Enzo Sellerio would have ironically commented).

Here, in the rooms of Assolombarda, characterised by Gio Ponti’s architecture, emphasis is placed on the need for greater and better STEM (Science, Technology, Engineering and Mathematics) education, to strengthen and relaunch the international competitiveness of businesses. However, an essential addition is also emphasised:  the ‘A’ of arts, or humanistic knowledge and the culture of beauty. This idea was developed and publicised during Gianfelice Rocca’s presidency of Assolombarda (2013–2017) and is now being adopted in various national and European economic circles. Rocca, in fact, is president of Humanitas. Doctor-engineers are proof of this.  Just like the engineer-philosophers that the Polytechnic of Milan and Turin have been promoting for years.

This dimension of ‘polytechnic culture’, also known as ‘industrial humanism’, is expressed today as ‘digital humanism’ (a topic we discussed in last week’s blog). It is also useful for reflecting on the soft power of ‘Made in Italy’. Téchne, or know-how and a taste for beauty, is also understood as a sense of measure, balance and form that expresses quality of function.  This was discussed recently at the UniCredit Territories Forum for Lombardy. Design culture permeates product culture; the objects exhibited at the ADI Design Museum and awarded the ‘Compasso d’Oro’ over the years are clear evidence of this. There is quality production in sectors such as mechanics, mechatronics, aerospace, shipbuilding, rubber and plastics, robotics, automotive, chemicals, pharmaceuticals (Life Sciences, specifically), and the traditional sectors of furniture, clothing, and agri-food.

Innovation, cutting-edge technologies and beauty. This is an inimitable soft power that could be utilised more effectively in international competition thanks to a new and improved national and European industrial policy. This soft power should be valued not only for its productivity, but also for its ability to attract people seeking a better quality of life and work.

The Medtec School, where our discussion began, is a good example of this. Cross-fertilisation to be valued.

Medical engineers have a unique combination of different skills. They can bridge the gap between anatomy and sophisticated technological machinery, paying close attention to health and using all digital tools for diagnosis, therapy and health prevention. In short, they understand the extraordinary, complex and fragile creation that is the human body in depth and can use the possibilities offered by artificial intelligence to their advantage. Last week, the first 37 students graduated from the interdisciplinary Medtec School course, founded six years ago in collaboration with Humanitas University and the Polytechnic University (Corriere della Sera, 3 July). The city thus confirms one of its defining characteristics:  to be at the forefront of high-level training and an international point of reference for Life Sciences. It is a cultural centre for experimentation, cross-fertilisation and the synthesis of different types of knowledge along the new high-tech frontiers — a polytechnic metropolis.

Donatella Sciuto, rector of the Polytechnic, said: ‘The convergence between Medicine and Engineering is a driver of economic and social development on a global scale, and it originated in Italy. And we hope that new graduates will choose to specialise here and work in hospitals and companies in Italy.’ And Luigi Maria Terracciano, rector of Humanitas University: ‘Our goal is to train professionals who can manage technological evolution in the medical field while maintaining a human perspective and a relationship with patients. This is a university experience offering significant opportunities in both the hospital sector and advanced research.’

Today, the Medtec School has 389 students, 58% of whom are female. The school has a strong international appeal, with 17% of students coming from abroad, particularly from France, Greece and Turkey. This year there will be 42 graduates in total. The courses are naturally taught in English and take place at the Polytechnic and Humanitas University in alternating semesters. They also benefit from the extensive network of relationships that the two universities have with professors and researchers from leading universities and research centres around the world. This is proof of the advantages of a critical, dialectical scientific culture that is open to innovation and sensitive to stimuli for change.

In history and in the controversial contemporary age, this is precisely a fundamental characteristic of Milan, now the main Italian university city with over 220,000 students at a dozen or so universities (which are consistently ranked among the most prestigious internationally) and higher education institutions specialising in design and fashion. Those who welcome others (however demanding, severe or productive) know how to stimulate growth, balancing competitiveness and social inclusion, citizenship and enterprise, the market and welfare. Even if these attitudes are experiencing a period of crisis today due to underlying trends such as many superficial city users and a growing number of people experiencing housing and living cost difficulties, we still hear frequent criticisms and self-criticisms regarding the transformation of ‘Milaneseness’ (Milan is the Italian city most inclined to discuss itself). Nevertheless, it is precisely here that cultures, economic and social phenomena and processes that anticipate and structure ways of being, working and producing continue to be born and mature, thereby influencing other areas of Greater Milan, Italy and the most dynamic and productive part of Europe. Milan is an open metropolis where relationships and cross-pollination of ideas are the norm.

Moreover, it was in Milan that the foundations of the ‘polytechnic culture’ were laid, becoming widespread among its companies and cultural and educational centres. This culture had solid foundations in the nineteenth century with figures such as Carlo Cattaneo, and underwent frequent transformations in the fertile years of the early twentieth century, such as the 1906 Universal Exhibition. Then, during the economic boom and dynamic corporate magazines of Pirelli, Olivetti, Eni and Finmeccanica, it was a testament to a fruitful ‘machine civilisation’. Finally, it was evident in the restless contemporary transition of the century and millennium (‘We are astonished’, as the caustic wit Enzo Sellerio would have ironically commented).

Here, in the rooms of Assolombarda, characterised by Gio Ponti’s architecture, emphasis is placed on the need for greater and better STEM (Science, Technology, Engineering and Mathematics) education, to strengthen and relaunch the international competitiveness of businesses. However, an essential addition is also emphasised:  the ‘A’ of arts, or humanistic knowledge and the culture of beauty. This idea was developed and publicised during Gianfelice Rocca’s presidency of Assolombarda (2013–2017) and is now being adopted in various national and European economic circles. Rocca, in fact, is president of Humanitas. Doctor-engineers are proof of this.  Just like the engineer-philosophers that the Polytechnic of Milan and Turin have been promoting for years.

This dimension of ‘polytechnic culture’, also known as ‘industrial humanism’, is expressed today as ‘digital humanism’ (a topic we discussed in last week’s blog). It is also useful for reflecting on the soft power of ‘Made in Italy’. Téchne, or know-how and a taste for beauty, is also understood as a sense of measure, balance and form that expresses quality of function.  This was discussed recently at the UniCredit Territories Forum for Lombardy. Design culture permeates product culture; the objects exhibited at the ADI Design Museum and awarded the ‘Compasso d’Oro’ over the years are clear evidence of this. There is quality production in sectors such as mechanics, mechatronics, aerospace, shipbuilding, rubber and plastics, robotics, automotive, chemicals, pharmaceuticals (Life Sciences, specifically), and the traditional sectors of furniture, clothing, and agri-food.

Innovation, cutting-edge technologies and beauty. This is an inimitable soft power that could be utilised more effectively in international competition thanks to a new and improved national and European industrial policy. This soft power should be valued not only for its productivity, but also for its ability to attract people seeking a better quality of life and work.

The Medtec School, where our discussion began, is a good example of this. Cross-fertilisation to be valued.

What is the impact of a focus on the environment?

Corporate sustainability measures evaluated with the principles of civil economy

Taking into account the company’s environmental impact is a fundamental requirement for almost all productive enterprises in developed economies nowadays. However, this is an requirement that must deal with more than just awareness of the problem. It must also deal with the key principles of production and civil economy. ‘Dare un senso all’agire delle imprese: uno sguardo civile sulla valutazione d’impatto’ (Making sense of business action: a civil perspective on impact assessment) – is research by Sabrina Bonomi, an associate of the business organisation. It attempts to delve deeper into the relationships between the concerns and environmental implications of production organisations’ actions and the dictates of the civil economy, which is seen as the last frontier of good business culture.

In particular, Bonomi investigates the relationship between production techniques and tools that address environmental sustainability issues, and their effect on the surrounding society of the organisation that implements them.

The research emphasises that selecting appropriate tools requires skills in analysing and managing the value created in accordance with the principles of civil economy. To develop operational guidelines, Bonomi first considers the civil economy paradigm, then the role of companies within it and finally techniques for assessing their impact, introducing MindSEC: a verification method based on civil economy principles. This theoretical approach is then ‘proven’ through a series of empirical cases.

In her conclusions, Bonomi writes that the ‘method of impact assessment based on the paradigm of civil economy leads entrepreneurs and managers to choose virtuous behaviours consistent with it, in the interest of the common good as well as their own. Cultural, environmental, social, economic and relational advantages are generated by the ability to engage diverse skills and passions, which guarantee the quality and continuity of the commitment taken and generate others that lead to positive change in the community and environment, which is needed more than ever today’.

 

Dare un senso all’agire delle imprese: uno sguardo civile sulla valutazione d’impatto

Sabrina Bonomi

ImpresaProgetto. Electronic Journal of management, 2, 2025

Corporate sustainability measures evaluated with the principles of civil economy

Taking into account the company’s environmental impact is a fundamental requirement for almost all productive enterprises in developed economies nowadays. However, this is an requirement that must deal with more than just awareness of the problem. It must also deal with the key principles of production and civil economy. ‘Dare un senso all’agire delle imprese: uno sguardo civile sulla valutazione d’impatto’ (Making sense of business action: a civil perspective on impact assessment) – is research by Sabrina Bonomi, an associate of the business organisation. It attempts to delve deeper into the relationships between the concerns and environmental implications of production organisations’ actions and the dictates of the civil economy, which is seen as the last frontier of good business culture.

In particular, Bonomi investigates the relationship between production techniques and tools that address environmental sustainability issues, and their effect on the surrounding society of the organisation that implements them.

The research emphasises that selecting appropriate tools requires skills in analysing and managing the value created in accordance with the principles of civil economy. To develop operational guidelines, Bonomi first considers the civil economy paradigm, then the role of companies within it and finally techniques for assessing their impact, introducing MindSEC: a verification method based on civil economy principles. This theoretical approach is then ‘proven’ through a series of empirical cases.

In her conclusions, Bonomi writes that the ‘method of impact assessment based on the paradigm of civil economy leads entrepreneurs and managers to choose virtuous behaviours consistent with it, in the interest of the common good as well as their own. Cultural, environmental, social, economic and relational advantages are generated by the ability to engage diverse skills and passions, which guarantee the quality and continuity of the commitment taken and generate others that lead to positive change in the community and environment, which is needed more than ever today’.

 

Dare un senso all’agire delle imprese: uno sguardo civile sulla valutazione d’impatto

Sabrina Bonomi

ImpresaProgetto. Electronic Journal of management, 2, 2025

The dignity of man in the face of machines

Paolo Benanti’s reasoning on AI puts humanity back at the heart of the awareness that we must all have

 

Human activity versus machines. It is an age-old challenge that, however, seems to be taking on new connotations in recent times with the advent of artificial intelligence in the form of ChatGPT and Large Language Models (LLMs). These new developments are capable of confounding human action itself. So much so that one must question whether these new technologies are truly instruments of progress or of the oppression and subjugation of human nature. These are important questions that everyone should consider, whatever their role. This also applies to businesspeople who may find themselves making use of new technologies.

In light of these issues, a careful reading of the short book by Paolo Benanti — a theologian and innovation expert — is highly recommended.

‘L’uomo è un algoritmo? Il senso dell’umano e l’intelligenza artificiale’ (Is man an algorithm? The sense of the human and artificial intelligence) is an expanded version of the lecture that the author delivered at the University of Camerino upon receiving an honorary doctorate in Computer Science and Mathematics. Above all, however, it is a narrative journey exploring the latest innovations related to human life and action.

The author begins by asking what it means to be human today and recalls the myth of Ulysses, which teaches us that the human search for meaning is guided by intelligence in two forms: νοῦς and μῆτις, intuition and practice. It is from the interaction of these faculties that our species’ great inventions were born, starting with the ‘great invention of language’. However, language no longer seems to be an exclusively human prerogative today. The introduction of a computational language by means of AI that reconfigures speech and thought in new ways seems to call everything into question, either threatening or exalting human action.

Benanti then takes the reader on a brief and evocative ethical journey through the paradox of technology. So how do we avoid being confused and overwhelmed? Moving between information technology, philosophy, and spirituality, he puts forward a simple yet disruptive proposal capable of restoring the centrality of the human dimension. Adopting a ‘humanist bias’ today does not mean rejecting progress, but rather reaffirming its most authentic purpose: to live a good and conscious life with dignity. This can be achieved by making use of AI, which must once again become a tool at our service, promoting full human dignity. This is a challenge that cannot be led or won by individuals, but by the community of individuals.

Paolo Benanti’s book is one to read and reread (as Sebastiano Maffettone, who wrote the foreword, did).  One of the book’s concluding passages is particularly poignant: ‘Human dignity represents the threshold beyond which human coexistence can no longer regress, not even in an era characterised by machines’ remarkable communication capabilities, which offer a fresh perspective on the semantics and meaning of our human condition’.

L’uomo è un algoritmo? Il senso dell’umano e l’intelligenza artificiale

Paolo Benanti

Castelvecchio, 2025

Paolo Benanti’s reasoning on AI puts humanity back at the heart of the awareness that we must all have

 

Human activity versus machines. It is an age-old challenge that, however, seems to be taking on new connotations in recent times with the advent of artificial intelligence in the form of ChatGPT and Large Language Models (LLMs). These new developments are capable of confounding human action itself. So much so that one must question whether these new technologies are truly instruments of progress or of the oppression and subjugation of human nature. These are important questions that everyone should consider, whatever their role. This also applies to businesspeople who may find themselves making use of new technologies.

In light of these issues, a careful reading of the short book by Paolo Benanti — a theologian and innovation expert — is highly recommended.

‘L’uomo è un algoritmo? Il senso dell’umano e l’intelligenza artificiale’ (Is man an algorithm? The sense of the human and artificial intelligence) is an expanded version of the lecture that the author delivered at the University of Camerino upon receiving an honorary doctorate in Computer Science and Mathematics. Above all, however, it is a narrative journey exploring the latest innovations related to human life and action.

The author begins by asking what it means to be human today and recalls the myth of Ulysses, which teaches us that the human search for meaning is guided by intelligence in two forms: νοῦς and μῆτις, intuition and practice. It is from the interaction of these faculties that our species’ great inventions were born, starting with the ‘great invention of language’. However, language no longer seems to be an exclusively human prerogative today. The introduction of a computational language by means of AI that reconfigures speech and thought in new ways seems to call everything into question, either threatening or exalting human action.

Benanti then takes the reader on a brief and evocative ethical journey through the paradox of technology. So how do we avoid being confused and overwhelmed? Moving between information technology, philosophy, and spirituality, he puts forward a simple yet disruptive proposal capable of restoring the centrality of the human dimension. Adopting a ‘humanist bias’ today does not mean rejecting progress, but rather reaffirming its most authentic purpose: to live a good and conscious life with dignity. This can be achieved by making use of AI, which must once again become a tool at our service, promoting full human dignity. This is a challenge that cannot be led or won by individuals, but by the community of individuals.

Paolo Benanti’s book is one to read and reread (as Sebastiano Maffettone, who wrote the foreword, did).  One of the book’s concluding passages is particularly poignant: ‘Human dignity represents the threshold beyond which human coexistence can no longer regress, not even in an era characterised by machines’ remarkable communication capabilities, which offer a fresh perspective on the semantics and meaning of our human condition’.

L’uomo è un algoritmo? Il senso dell’umano e l’intelligenza artificiale

Paolo Benanti

Castelvecchio, 2025

Like a City

Milan and Pirelli: centres of cultural production and key players in the latest chapter in the “Pirelli, a City and a Vision” series. Documents and testimonies from our Historical Archive trace the story of a company that has long placed the promotion of art and culture at the heart of its policy

From the post-war years to the 1960s, Italy’s major companies were not just hubs of manufacturing for they were also cultural powerhouses. They worked with writers, intellectuals and artists to create business models that would combine scientific and technical expertise with humanistic ideas, while also helping to bring about cultural progress in society. Among these, Pirelli was going through a particularly prolific period of what might be called “industrial humanism”, inspired by the vibrant cultural life of Milan. This was a city that, in those same years, was emerging as an exciting international centre for artists and thinkers.

One year, in particular, stands out as a beacon in this story: 1947. This was the year when the Piccolo Teatro della Città di Milano was founded. It was to be a public theatre “for everyone”, and was the brainchild of Giorgio Strehler, Paolo Grassi and Nina Vinchi with the support of the City of Milan. The year also marked the launch of the Pirelli Cultural Centre, a company club run by Silvestro Severgnini, a friend of Paolo Grassi. Its aim was to offer employees access to music, theatre, the visual arts, cinema and literature.

As Severgnini himself put it in Pirelli magazine no. 1 of 1951, it adopted “a new and pretty successful formula to increase workers’ interest in culture”. The company “provides the means so that its employees, if they feel so inclined, can take part in the liveliest and most vital expressions of knowledge”

A natural partnership was soon formed between the Piccolo Teatro and the Pirelli Cultural Centre, symbolising a common objective adopted by both the city and the company. After all, could a company that now sprawled across a million square metres not be considered as a city in its own right?

Also the worker shall not live by bread alone,” read a 1947 headline in the company newsletter, which was produced by Pirelli workers in the aftermath of the war. And it continued: “If you wish to calm the workers’ spirits […] you must bring them closer to art, to an art that is intelligible and life-giving […]. A new cultural initiative has been launched under the auspices of the Mayor of Milan in order to achieve this. A low-cost season ticket is all it takes to access this theatre (and our Cultural Centre itself has already signed up to it).”

As the years went by, the Cultural Centre had more and more to offer, and Pirelli forged ties with other cultural institutions in Milan, such as La Scala, the Pomeriggi Musicali, and the Teatro del Popolo. In 1952 the Centre registered 12,495 attendances in the city’s opera and concert season, becoming “a notable presence in the cultural life of the city due to its size “ (Pirelli magazine, La fabbrica è aperta ai movimenti della cultura (“The factory is open to cultural movements”) and, from 1960, it enjoyed a prestigious space of its own. This was the auditorium in the Pirelli Tower, after it abandoned the premises of the “Ritrovo” in the old Brusada factory which escaped the bombings of 1943. This marked the beginning of a new chapter of cultural activities, with concerts, lectures, readings, screenings and presentations with prominent guests, including political and academic personalities, as well as writers, poets, and journalists, such as Italo Calvino, Umberto Eco, Guido Lopez, Salvatore Quasimodo and Mario Soldati.

At the same time, one of the country’s most advanced cultural forums was taking shape within the pages of Pirelli. Rivista d’informazione e di tecnica. Published from 1948 to 1972, generally bi-monthly and available at newsstands, Pirelli magazine bridged the gap between scientific-technical and humanistic culture. Its articles looked at issues concerning industrial production, science and technology alongside reflections on art, architecture, sociology, economics, urbanism and literature. The magazine had a wide range of illustrious contributors: Giulio Carlo Argan, Dino Buzzati, Camilla Cederna, Gillo Dorfles, Arrigo Levi, Eugenio Montale, Fernanda Pivano, Franco Quadri, Alberto Ronchey, Elio Vittorini and dozens of others. Its striking visuals were enriched by splendid photographic essays by masters such as Arno Hammacher, Pepi Merisio, Ugo Mulas, Federico Patellani, Fulvio Roiter, Enzo Sellerio, and illustrations by artists including Renato Guttuso, Riccardo Manzi and Alessandro Mendini.

The legacy of Pirelli magazine is preserved in the volume Industrial Humanism. An Anthology of Thoughts, Words, Images and Innovations, edited by the Pirelli Foundation and published by Mondadori in 2019. All 131 issues, along with a photographic archive comprising 6,000 images—3,500 published and 2,500 unprinted—are now kept in our Historical Archive. The collection includes the very first issue, with an editorial by Alberto Pirelli, who explains the original and authentic purpose of the publication: “This industry uses an enormous variety of materials […] it relies on the most diverse array of machines and tools […] So many ways to contribute to the evolution of modern life […] But if, in this magazine, we may at times allow ourselves to rise a little higher, we shall do so in the belief that every contribution to the mechanised world needs to come about within the broader framework of life’s highest social and cultural values.

Milan and Pirelli: centres of cultural production and key players in the latest chapter in the “Pirelli, a City and a Vision” series. Documents and testimonies from our Historical Archive trace the story of a company that has long placed the promotion of art and culture at the heart of its policy

From the post-war years to the 1960s, Italy’s major companies were not just hubs of manufacturing for they were also cultural powerhouses. They worked with writers, intellectuals and artists to create business models that would combine scientific and technical expertise with humanistic ideas, while also helping to bring about cultural progress in society. Among these, Pirelli was going through a particularly prolific period of what might be called “industrial humanism”, inspired by the vibrant cultural life of Milan. This was a city that, in those same years, was emerging as an exciting international centre for artists and thinkers.

One year, in particular, stands out as a beacon in this story: 1947. This was the year when the Piccolo Teatro della Città di Milano was founded. It was to be a public theatre “for everyone”, and was the brainchild of Giorgio Strehler, Paolo Grassi and Nina Vinchi with the support of the City of Milan. The year also marked the launch of the Pirelli Cultural Centre, a company club run by Silvestro Severgnini, a friend of Paolo Grassi. Its aim was to offer employees access to music, theatre, the visual arts, cinema and literature.

As Severgnini himself put it in Pirelli magazine no. 1 of 1951, it adopted “a new and pretty successful formula to increase workers’ interest in culture”. The company “provides the means so that its employees, if they feel so inclined, can take part in the liveliest and most vital expressions of knowledge”

A natural partnership was soon formed between the Piccolo Teatro and the Pirelli Cultural Centre, symbolising a common objective adopted by both the city and the company. After all, could a company that now sprawled across a million square metres not be considered as a city in its own right?

Also the worker shall not live by bread alone,” read a 1947 headline in the company newsletter, which was produced by Pirelli workers in the aftermath of the war. And it continued: “If you wish to calm the workers’ spirits […] you must bring them closer to art, to an art that is intelligible and life-giving […]. A new cultural initiative has been launched under the auspices of the Mayor of Milan in order to achieve this. A low-cost season ticket is all it takes to access this theatre (and our Cultural Centre itself has already signed up to it).”

As the years went by, the Cultural Centre had more and more to offer, and Pirelli forged ties with other cultural institutions in Milan, such as La Scala, the Pomeriggi Musicali, and the Teatro del Popolo. In 1952 the Centre registered 12,495 attendances in the city’s opera and concert season, becoming “a notable presence in the cultural life of the city due to its size “ (Pirelli magazine, La fabbrica è aperta ai movimenti della cultura (“The factory is open to cultural movements”) and, from 1960, it enjoyed a prestigious space of its own. This was the auditorium in the Pirelli Tower, after it abandoned the premises of the “Ritrovo” in the old Brusada factory which escaped the bombings of 1943. This marked the beginning of a new chapter of cultural activities, with concerts, lectures, readings, screenings and presentations with prominent guests, including political and academic personalities, as well as writers, poets, and journalists, such as Italo Calvino, Umberto Eco, Guido Lopez, Salvatore Quasimodo and Mario Soldati.

At the same time, one of the country’s most advanced cultural forums was taking shape within the pages of Pirelli. Rivista d’informazione e di tecnica. Published from 1948 to 1972, generally bi-monthly and available at newsstands, Pirelli magazine bridged the gap between scientific-technical and humanistic culture. Its articles looked at issues concerning industrial production, science and technology alongside reflections on art, architecture, sociology, economics, urbanism and literature. The magazine had a wide range of illustrious contributors: Giulio Carlo Argan, Dino Buzzati, Camilla Cederna, Gillo Dorfles, Arrigo Levi, Eugenio Montale, Fernanda Pivano, Franco Quadri, Alberto Ronchey, Elio Vittorini and dozens of others. Its striking visuals were enriched by splendid photographic essays by masters such as Arno Hammacher, Pepi Merisio, Ugo Mulas, Federico Patellani, Fulvio Roiter, Enzo Sellerio, and illustrations by artists including Renato Guttuso, Riccardo Manzi and Alessandro Mendini.

The legacy of Pirelli magazine is preserved in the volume Industrial Humanism. An Anthology of Thoughts, Words, Images and Innovations, edited by the Pirelli Foundation and published by Mondadori in 2019. All 131 issues, along with a photographic archive comprising 6,000 images—3,500 published and 2,500 unprinted—are now kept in our Historical Archive. The collection includes the very first issue, with an editorial by Alberto Pirelli, who explains the original and authentic purpose of the publication: “This industry uses an enormous variety of materials […] it relies on the most diverse array of machines and tools […] So many ways to contribute to the evolution of modern life […] But if, in this magazine, we may at times allow ourselves to rise a little higher, we shall do so in the belief that every contribution to the mechanised world needs to come about within the broader framework of life’s highest social and cultural values.

Multimedia

Images

Which technique and to what end?

A study of a collection of 19 keywords has been published to help readers better understand the evolution of the economy and society

Technology and so progress, production, growth, development but also exploitation, alienation, control and much more. ‘Technique’ is certainly one of today’s buzzwords, as it conjures up images of human action and thought that seem obvious and unquestionable.  These are scenarios in which humans, as conscious beings, play a role in relation to both history and nature. On the other hand, the Earth has undoubtedly never before been wrapped in a web of technical activity to the extent that no place remains untouched by human transformation. Yet humanity as a whole has never before seemed so unable to direct its actions towards an acceptable and shared goal.  Environmental disaster, war and economic injustice are increasingly prevalent. This is a paradoxical and dramatic situation, given that any solution on the part of humanity — specifically in terms of technical design — seems only capable of accelerating the impending apocalypse. However, technology should be ‘useful’ and not ‘harmful’; it should be a ‘friend’ and not a ‘foe’.

Maurizio Guerri, a lecturer in aesthetics at the Brera Academy, drew inspiration from this set of complex ideas when putting together ‘Le parole della tecnica.  Concetti, ideologie, prospettive’ (The words of technique. Concepts, ideologies, perspectives), a project involving several contributors featuring a collection of 19 words related to technology. According to the editor, this undertaking is based on the possibility of ‘practising a knowledge that is capable of imposing itself as a form of resistance, redemption, or at least desertion’ with respect to conventional thinking. In other words, it is a return to the knowledge of the meaning of words and thus to their real content, in order to better understand where one is and, above all, where one can go.

In alphabetical order, the words considered are alienation, artefact, artificial intelligence, automation, biopolitics, body, capitalism, control, design, device, gamification, globalisation, image, metropolis, progress, space, time, war and work. For each word, an analysis is provided, but above all, an illustration is given to encourage the reader to look beyond the conventional meaning.

This book, edited by Maurizio Guerri, is certainly not an easy read, nor is it something to be read casually. However, it is certainly a valuable resource for understanding the true meaning of concepts that are all too often misused and distorted.

Le parole della tecnica. Concetti, ideologie, prospettive

Maurizio Guerri (editor)

Einaudi, 2025

A study of a collection of 19 keywords has been published to help readers better understand the evolution of the economy and society

Technology and so progress, production, growth, development but also exploitation, alienation, control and much more. ‘Technique’ is certainly one of today’s buzzwords, as it conjures up images of human action and thought that seem obvious and unquestionable.  These are scenarios in which humans, as conscious beings, play a role in relation to both history and nature. On the other hand, the Earth has undoubtedly never before been wrapped in a web of technical activity to the extent that no place remains untouched by human transformation. Yet humanity as a whole has never before seemed so unable to direct its actions towards an acceptable and shared goal.  Environmental disaster, war and economic injustice are increasingly prevalent. This is a paradoxical and dramatic situation, given that any solution on the part of humanity — specifically in terms of technical design — seems only capable of accelerating the impending apocalypse. However, technology should be ‘useful’ and not ‘harmful’; it should be a ‘friend’ and not a ‘foe’.

Maurizio Guerri, a lecturer in aesthetics at the Brera Academy, drew inspiration from this set of complex ideas when putting together ‘Le parole della tecnica.  Concetti, ideologie, prospettive’ (The words of technique. Concepts, ideologies, perspectives), a project involving several contributors featuring a collection of 19 words related to technology. According to the editor, this undertaking is based on the possibility of ‘practising a knowledge that is capable of imposing itself as a form of resistance, redemption, or at least desertion’ with respect to conventional thinking. In other words, it is a return to the knowledge of the meaning of words and thus to their real content, in order to better understand where one is and, above all, where one can go.

In alphabetical order, the words considered are alienation, artefact, artificial intelligence, automation, biopolitics, body, capitalism, control, design, device, gamification, globalisation, image, metropolis, progress, space, time, war and work. For each word, an analysis is provided, but above all, an illustration is given to encourage the reader to look beyond the conventional meaning.

This book, edited by Maurizio Guerri, is certainly not an easy read, nor is it something to be read casually. However, it is certainly a valuable resource for understanding the true meaning of concepts that are all too often misused and distorted.

Le parole della tecnica. Concetti, ideologie, prospettive

Maurizio Guerri (editor)

Einaudi, 2025

Balancing modernity and speed with tradition and care

A research thesis discussed at the University of Milan which, through the analysis of the fashion industry, reveals a significant leap forward in production culture

 

Balancing sustainability with competitiveness, and tradition with modernity.  These are objectives common to most Italian companies, and are becoming increasingly urgent for some sectors. Fashion companies, in particular, are under pressure to balance the need for constant speed and change with the need to make their activities increasingly environmentally friendly.  All without losing sight of the product’s essence in terms of quality and originality.

These are the themes on which Serena Autorino based her PhD thesis, which was recently discussed at the University of Milan. ‘Valorizzazione dell’Heritage, Circolarità, Vintage e Upcycling. Opportunità per le aziende per una Moda più Sostenibile’ (Embracing heritage, circularity, vintage and upcycling. Opportunities for companies for more sustainable fashion) is a comprehensive and in-depth analysis of the complex and ongoing transformation of the fashion industry, which is caught between the need for increased competitiveness and its responsibility to consider the environmental and social impact of its actions.

Although Autorino’s study initially focuses on contradictions, it ultimately recognises several positive examples within the Italian corporate landscape. ‘While such a wide-ranging issue still seems far from being resolved,’ the author explains, ‘it is important to recognise that many companies are making great efforts to offer products, implement more ethical production cycles, and positively influence the system by collaborating with external actors.’ Among the cases cited are those of Ermenegildo Zegna and Successori Reda in the Biella district, and Rifò Lab, a Prato-based brand that makes garments from regenerated fabrics.  The aim was also to look at brands that exploit upcycling, as well as small, vintage-related businesses with contemporary and innovative approaches that put garments from the past back into circulation while catering to the needs and tastes of new generations.

Serena Autorino’s work highlights the importance of a circular system that starts with design and ends with the management of end-of-life garments, for which companies and consumers alike are responsible.

However, her research does not stop there, as further relevant aspects that emerge are the historical Italian practice of textile recovery, which has great potential for the future; the value of corporate archives, which offer inspiration for capsule collections, projects, and more conscious design by preserving and reinterpreting the past, thereby promoting quality and durability; the emergence of second hand and vintage as increasingly popular consumer choices; the use of heritage in the strategies of some Italian luxury brands, which demonstrates the central role of tradition in driving change; the importance of raising awareness and education for both the future generation of designers and consumers. In short, Serena Autorino takes her cue from the complex and diverse Italian fashion system to outline a significant leap forward in production culture.

Valorizzazione dell’Heritage, Circolarità, Vintage e Upcycling. Opportunità per le aziende per una Moda più Sostenibile

Serena Autorino

PhD thesis, University of Milan, Doctorate Course in Historical Studies, Cycle XXXVII, Department of Historical Studies, 2024

A research thesis discussed at the University of Milan which, through the analysis of the fashion industry, reveals a significant leap forward in production culture

 

Balancing sustainability with competitiveness, and tradition with modernity.  These are objectives common to most Italian companies, and are becoming increasingly urgent for some sectors. Fashion companies, in particular, are under pressure to balance the need for constant speed and change with the need to make their activities increasingly environmentally friendly.  All without losing sight of the product’s essence in terms of quality and originality.

These are the themes on which Serena Autorino based her PhD thesis, which was recently discussed at the University of Milan. ‘Valorizzazione dell’Heritage, Circolarità, Vintage e Upcycling. Opportunità per le aziende per una Moda più Sostenibile’ (Embracing heritage, circularity, vintage and upcycling. Opportunities for companies for more sustainable fashion) is a comprehensive and in-depth analysis of the complex and ongoing transformation of the fashion industry, which is caught between the need for increased competitiveness and its responsibility to consider the environmental and social impact of its actions.

Although Autorino’s study initially focuses on contradictions, it ultimately recognises several positive examples within the Italian corporate landscape. ‘While such a wide-ranging issue still seems far from being resolved,’ the author explains, ‘it is important to recognise that many companies are making great efforts to offer products, implement more ethical production cycles, and positively influence the system by collaborating with external actors.’ Among the cases cited are those of Ermenegildo Zegna and Successori Reda in the Biella district, and Rifò Lab, a Prato-based brand that makes garments from regenerated fabrics.  The aim was also to look at brands that exploit upcycling, as well as small, vintage-related businesses with contemporary and innovative approaches that put garments from the past back into circulation while catering to the needs and tastes of new generations.

Serena Autorino’s work highlights the importance of a circular system that starts with design and ends with the management of end-of-life garments, for which companies and consumers alike are responsible.

However, her research does not stop there, as further relevant aspects that emerge are the historical Italian practice of textile recovery, which has great potential for the future; the value of corporate archives, which offer inspiration for capsule collections, projects, and more conscious design by preserving and reinterpreting the past, thereby promoting quality and durability; the emergence of second hand and vintage as increasingly popular consumer choices; the use of heritage in the strategies of some Italian luxury brands, which demonstrates the central role of tradition in driving change; the importance of raising awareness and education for both the future generation of designers and consumers. In short, Serena Autorino takes her cue from the complex and diverse Italian fashion system to outline a significant leap forward in production culture.

Valorizzazione dell’Heritage, Circolarità, Vintage e Upcycling. Opportunità per le aziende per una Moda più Sostenibile

Serena Autorino

PhD thesis, University of Milan, Doctorate Course in Historical Studies, Cycle XXXVII, Department of Historical Studies, 2024

Raphael’s young scribe and the need for critical culture in the face of the myth of Narcissus

A rushing wind ruffles his hair.  But it does not disturb his concentration.  He stands leaning against the wall with his legs crossed to improve his balance.  He writes with his face bent over the notebook resting above his knee, holding the pen firmly to give the words and perhaps the drawings all the attention they deserve.

He is little more than a boy: a student, a young man in the court, an aspiring artist or scientist.  And he seems heedless of the world around him.  Yet what surrounds him is a solemn world:  philosophers, mathematicians and scientists; a convergence of knowledge; a metaphor for wisdom; with man at the centre.

This is ‘The School of Athens’, the great fresco painted by Raphael in the early 16th century in the Stanza della Segnatura, one of the four Vatican Rooms inside the Apostolic Palaces (the preparatory cartoon, as fascinating as the finest examples of creative processes, adorns one of the most important rooms in the Ambrosiana in Milan). It is a masterpiece of the Renaissance and a symbol of a world rooted in great classical culture, thus enabling it to offer a vision of a future rooted in beauty and reason. A ‘temple of Philosophy’, to quote an idea of Marsilio Ficino, a wise interpreter of Humanism.

In the centre, at the top of a wide staircase, are Aristotle and Plato, surrounded by disciples, both real and imagined, intent on discussing astronomy, geometry, celestial spaces and the whirlwind of ideas. Among those present are Zeno, Epicurus, Euclid and perhaps Archimedes,  as well as two contemporary figures of the time. Michelangelo, somewhat separated from the group, is pensive and distracted by the drawing he is sketching. He is solitary and shadowy, as he was in life, a master annoyed by his contemporaries and his own pupils. And Raphael, who, almost in profile and from above, takes pleasure in such a gathering of intellects (he himself is therefore a ‘master’ in that gathering). There is conflict between the artists, but they also represent different conceptions of life and art, between torment and the sublime.

And what about that nervous boy writing in the wind?  Nothing is known about him. Neither Vasari nor other critics and historians have ever posed the question of who he was or why a breath of wind crept through his hair.

However, things are ever-changing. That scribe boy, taken from Raphael’s fresco, now takes centre stage on the two covers, one in yellow-red and the other in blue-violet, of ‘Use Your Illusion’, the double album released by Guns N’ Roses in September 1991. Among other tracks (such as the famous ‘Don’t cry’ and ‘Live and let die’) the album features one of the most intense versions of ‘Knockin’ on Heaven’s Door’, the poignant song written by Bob Dylan in 1973 for the soundtrack of Sam Peckinpah’s Pat Garrett and Billy the Kid, an elegy to the death of Sheriff Baker — a good man and far from the stereotypical Western hero. Like so many of us, he was overwhelmed by history, knowing how to make good use of his illusions, and as the sun of life set, he knocked on the gates of Paradise, seeking peace — precisely the peace that our uncertain and controversial times do not seem to grant us.  Despite the humanistic promises of the wise domain of knowledge and the subsequent enlightenment hopes of the triumph of reason, that Raphael boy brought back to life by Guns N’ Roses speaks to us today, as then, of restlessness and a never-ending need for signs to translate and appease it: of paintings and wise words.

The interplay between Renaissance painting and contemporary stadium rock emerged from a conversation with Ugo Loeser, the astute banker CEO of Arca Fondi. The occasion was the presentation of Patrizia Fontana‘s insightful book, Dai forma al tuo talento (Embrace your talent) (Franco Angeli Editore), which discusses the challenges and aspirations of a new generation searching for fulfilment, both personal and professional.

A survey carried out by ‘Talent in Motion’ between January and February 2025 among 1,600 young adults (aged 20 to 30, 86% of whom had a university degree) showed that 80% of respondents were afraid of failure and of disappointing themselves and others. Almost all of them considered ‘success’ to be ‘important’ (85%), yet 75% were afraid of ‘making the wrong career choices’, and 78% confessed that they didn’t know which path to take in the current context of job uncertainty. Furthermore, 76% reported feeling anxious in the face of competition.

This generation is experiencing a dramatic crisis of confidence. They are in a constant state of acute concern about the disturbing interplay between general geopolitical and economic tensions, and a lack of confidence in their own abilities and the good use of their ‘talent’.

This level of uncertainty undermines the possibility of building a future, the sense of community and the very foundations of the market economy and liberal democracy, and it demands answers.

From this perspective, Patrizia Fontana’s use of the word ‘talent’ is reminiscent of the Gospel parable of the same name. In the parable, a master entrusts his wealth to his servants before going on a journey. He distributes different amounts to each servant based on their abilities. Upon his return, he assesses their stewardship, rewarding those who invested wisely and increased their talents, and rebuking the one who hid his out of fear. If that talent is not only understood in a narrow monetary sense, then the parable’s reference takes on an even broader cultural and ethical scope. It points to the personal and social qualities that can be employed to overcome fears and thus strengthen the common good and ‘public goods’.

How? As well as looking inward, it is necessary to learn to evaluate the contexts in which one’s choices will fit and the conditions in which one will be operating. Study history, geography, politics, economics, social situations, and changes in the scientific and technological landscape well. In times of such radical, rapid and sweeping changes to market structures and, more broadly, socio-economic balances, it is necessary to adopt a flexible and unprejudiced attitude in order to study and adapt to new developments. Skills are needed, of course. But above all, you need a robust and ambitious inclination towards knowledge, the basis of which is knowing how to ask questions. As good teachers suggest, one must ‘learn to learn’.

In short, we must contribute to the creation of new cognitive maps by following the clear path indicated by the leaders of corporate culture for some time now.  We must value a ‘polytechnic culture’ that links humanistic and scientific knowledge, the sense of beauty deeply rooted in Italian culture, and the inclination towards originality, resourcefulness, and innovation. We must also recognise the importance of historical awareness and the ability to think of ‘stories for the future’. However, when insisting on the ‘future of memory’, we must be mindful of Leonardo Sciascia’s warning in his collection of essays ‘To Future Memory (If Memory Has a Future…)’.

A lesson in ‘industrial humanism’, indeed. It is precisely the structure of these algorithms and the construction of these now widespread artificial intelligence mechanisms that tells us we need a multidisciplinary approach involving cyberscience, physics, mathematics, statistics, engineering, sociology, philosophy, psychology, economics and law to understand their meaning and value, and to govern their dynamics and consequences.

This is a critical culture, therefore, as a horizon of knowledge and as an ethical standpoint, and it is precisely with the new generations that we must insist on this. With the young people who continue to ask our parents’ and grandparents’ generations questions about meaning and value construction.

We have an obligation to try to provide answers that inspire confidence in the future. This is also to avoid falling into the trap of Narcissus, a negative myth and symbol of death (the character drowns in his fatal admiration of his reflection in the water), and nihilism — the complete opposite of the widespread need for creativity, community, and why not, competitiveness (which, let us remember, comes from the Latin ‘cum’ and ‘petere’, meaning ‘moving together towards a shared horizon’). We must also avoid becoming prey to real technological solitude, where one engages in dialogue with AI for feedback without realising that one is not facing ‘the gaze of the other’ with which to construct one’s own, albeit problematic, identity, but rather the manipulation of a deceptive mirror.

And so we return to the restlessness and redemptive writing of Raphael’s boy, a representation of each one of us and our honest and sincere attempts to shape our destiny, still letting the wind ruffle his hair and his ideas. Remembering Bob Dylan again, ‘Blowin’ in the Wind’, indeed.

(photo: Getty Images)

A rushing wind ruffles his hair.  But it does not disturb his concentration.  He stands leaning against the wall with his legs crossed to improve his balance.  He writes with his face bent over the notebook resting above his knee, holding the pen firmly to give the words and perhaps the drawings all the attention they deserve.

He is little more than a boy: a student, a young man in the court, an aspiring artist or scientist.  And he seems heedless of the world around him.  Yet what surrounds him is a solemn world:  philosophers, mathematicians and scientists; a convergence of knowledge; a metaphor for wisdom; with man at the centre.

This is ‘The School of Athens’, the great fresco painted by Raphael in the early 16th century in the Stanza della Segnatura, one of the four Vatican Rooms inside the Apostolic Palaces (the preparatory cartoon, as fascinating as the finest examples of creative processes, adorns one of the most important rooms in the Ambrosiana in Milan). It is a masterpiece of the Renaissance and a symbol of a world rooted in great classical culture, thus enabling it to offer a vision of a future rooted in beauty and reason. A ‘temple of Philosophy’, to quote an idea of Marsilio Ficino, a wise interpreter of Humanism.

In the centre, at the top of a wide staircase, are Aristotle and Plato, surrounded by disciples, both real and imagined, intent on discussing astronomy, geometry, celestial spaces and the whirlwind of ideas. Among those present are Zeno, Epicurus, Euclid and perhaps Archimedes,  as well as two contemporary figures of the time. Michelangelo, somewhat separated from the group, is pensive and distracted by the drawing he is sketching. He is solitary and shadowy, as he was in life, a master annoyed by his contemporaries and his own pupils. And Raphael, who, almost in profile and from above, takes pleasure in such a gathering of intellects (he himself is therefore a ‘master’ in that gathering). There is conflict between the artists, but they also represent different conceptions of life and art, between torment and the sublime.

And what about that nervous boy writing in the wind?  Nothing is known about him. Neither Vasari nor other critics and historians have ever posed the question of who he was or why a breath of wind crept through his hair.

However, things are ever-changing. That scribe boy, taken from Raphael’s fresco, now takes centre stage on the two covers, one in yellow-red and the other in blue-violet, of ‘Use Your Illusion’, the double album released by Guns N’ Roses in September 1991. Among other tracks (such as the famous ‘Don’t cry’ and ‘Live and let die’) the album features one of the most intense versions of ‘Knockin’ on Heaven’s Door’, the poignant song written by Bob Dylan in 1973 for the soundtrack of Sam Peckinpah’s Pat Garrett and Billy the Kid, an elegy to the death of Sheriff Baker — a good man and far from the stereotypical Western hero. Like so many of us, he was overwhelmed by history, knowing how to make good use of his illusions, and as the sun of life set, he knocked on the gates of Paradise, seeking peace — precisely the peace that our uncertain and controversial times do not seem to grant us.  Despite the humanistic promises of the wise domain of knowledge and the subsequent enlightenment hopes of the triumph of reason, that Raphael boy brought back to life by Guns N’ Roses speaks to us today, as then, of restlessness and a never-ending need for signs to translate and appease it: of paintings and wise words.

The interplay between Renaissance painting and contemporary stadium rock emerged from a conversation with Ugo Loeser, the astute banker CEO of Arca Fondi. The occasion was the presentation of Patrizia Fontana‘s insightful book, Dai forma al tuo talento (Embrace your talent) (Franco Angeli Editore), which discusses the challenges and aspirations of a new generation searching for fulfilment, both personal and professional.

A survey carried out by ‘Talent in Motion’ between January and February 2025 among 1,600 young adults (aged 20 to 30, 86% of whom had a university degree) showed that 80% of respondents were afraid of failure and of disappointing themselves and others. Almost all of them considered ‘success’ to be ‘important’ (85%), yet 75% were afraid of ‘making the wrong career choices’, and 78% confessed that they didn’t know which path to take in the current context of job uncertainty. Furthermore, 76% reported feeling anxious in the face of competition.

This generation is experiencing a dramatic crisis of confidence. They are in a constant state of acute concern about the disturbing interplay between general geopolitical and economic tensions, and a lack of confidence in their own abilities and the good use of their ‘talent’.

This level of uncertainty undermines the possibility of building a future, the sense of community and the very foundations of the market economy and liberal democracy, and it demands answers.

From this perspective, Patrizia Fontana’s use of the word ‘talent’ is reminiscent of the Gospel parable of the same name. In the parable, a master entrusts his wealth to his servants before going on a journey. He distributes different amounts to each servant based on their abilities. Upon his return, he assesses their stewardship, rewarding those who invested wisely and increased their talents, and rebuking the one who hid his out of fear. If that talent is not only understood in a narrow monetary sense, then the parable’s reference takes on an even broader cultural and ethical scope. It points to the personal and social qualities that can be employed to overcome fears and thus strengthen the common good and ‘public goods’.

How? As well as looking inward, it is necessary to learn to evaluate the contexts in which one’s choices will fit and the conditions in which one will be operating. Study history, geography, politics, economics, social situations, and changes in the scientific and technological landscape well. In times of such radical, rapid and sweeping changes to market structures and, more broadly, socio-economic balances, it is necessary to adopt a flexible and unprejudiced attitude in order to study and adapt to new developments. Skills are needed, of course. But above all, you need a robust and ambitious inclination towards knowledge, the basis of which is knowing how to ask questions. As good teachers suggest, one must ‘learn to learn’.

In short, we must contribute to the creation of new cognitive maps by following the clear path indicated by the leaders of corporate culture for some time now.  We must value a ‘polytechnic culture’ that links humanistic and scientific knowledge, the sense of beauty deeply rooted in Italian culture, and the inclination towards originality, resourcefulness, and innovation. We must also recognise the importance of historical awareness and the ability to think of ‘stories for the future’. However, when insisting on the ‘future of memory’, we must be mindful of Leonardo Sciascia’s warning in his collection of essays ‘To Future Memory (If Memory Has a Future…)’.

A lesson in ‘industrial humanism’, indeed. It is precisely the structure of these algorithms and the construction of these now widespread artificial intelligence mechanisms that tells us we need a multidisciplinary approach involving cyberscience, physics, mathematics, statistics, engineering, sociology, philosophy, psychology, economics and law to understand their meaning and value, and to govern their dynamics and consequences.

This is a critical culture, therefore, as a horizon of knowledge and as an ethical standpoint, and it is precisely with the new generations that we must insist on this. With the young people who continue to ask our parents’ and grandparents’ generations questions about meaning and value construction.

We have an obligation to try to provide answers that inspire confidence in the future. This is also to avoid falling into the trap of Narcissus, a negative myth and symbol of death (the character drowns in his fatal admiration of his reflection in the water), and nihilism — the complete opposite of the widespread need for creativity, community, and why not, competitiveness (which, let us remember, comes from the Latin ‘cum’ and ‘petere’, meaning ‘moving together towards a shared horizon’). We must also avoid becoming prey to real technological solitude, where one engages in dialogue with AI for feedback without realising that one is not facing ‘the gaze of the other’ with which to construct one’s own, albeit problematic, identity, but rather the manipulation of a deceptive mirror.

And so we return to the restlessness and redemptive writing of Raphael’s boy, a representation of each one of us and our honest and sincere attempts to shape our destiny, still letting the wind ruffle his hair and his ideas. Remembering Bob Dylan again, ‘Blowin’ in the Wind’, indeed.

(photo: Getty Images)

Brand, image and corporate content

Image and content are fundamental factors in the relationship between brand and production organisation.

Above all, a brand’s image should inspire confidence and provide reassurance. The relationships between brands and business success are often very close and complex. They also highlight a specific element of the production culture, which is communicated directly to the consumer. Roberto De Luca’s book ‘Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda (Brand and Sustainability. The role of intangibles in quantitative business determinations) just published in open access, takes a closer look at these relationships.

The book begins with the observation that an increasing number of companies recognise that, in today’s competitive environment, the brand associated with their products or services is one of their key strengths. It is also a matter of choices and the time available to make them (something that applies to both individuals and organisations). In other words, when faced with complexity, one increasingly seeks simplicity.  Including in our choices. This is why brands that simplify consumer and business decisions, reduce perceived risk and define expectations are so valuable.

The book aims to explore the main issues of how to measure the financial value of brands and their influence from a business economics perspective. It achieves this by analysing a wide range of literature on the subject, particularly with regard to the evolution of brands, brand equity and its role over the years, problems associated with brand valuation, and the most commonly used valuation techniques. It also considers the influence of brands and how investments can be used to build them within markets.

De Luca’s book is a toolbox of sorts, providing a collection of research literature results that allow for a more conscious and shrewd approach to corporate branding.

Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda

Roberto De Luca

Economics Research, Department of Business Sciences – Management and Information Systems of the University of Salerno, Franco Angeli open access, 2025

Image and content are fundamental factors in the relationship between brand and production organisation.

Above all, a brand’s image should inspire confidence and provide reassurance. The relationships between brands and business success are often very close and complex. They also highlight a specific element of the production culture, which is communicated directly to the consumer. Roberto De Luca’s book ‘Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda (Brand and Sustainability. The role of intangibles in quantitative business determinations) just published in open access, takes a closer look at these relationships.

The book begins with the observation that an increasing number of companies recognise that, in today’s competitive environment, the brand associated with their products or services is one of their key strengths. It is also a matter of choices and the time available to make them (something that applies to both individuals and organisations). In other words, when faced with complexity, one increasingly seeks simplicity.  Including in our choices. This is why brands that simplify consumer and business decisions, reduce perceived risk and define expectations are so valuable.

The book aims to explore the main issues of how to measure the financial value of brands and their influence from a business economics perspective. It achieves this by analysing a wide range of literature on the subject, particularly with regard to the evolution of brands, brand equity and its role over the years, problems associated with brand valuation, and the most commonly used valuation techniques. It also considers the influence of brands and how investments can be used to build them within markets.

De Luca’s book is a toolbox of sorts, providing a collection of research literature results that allow for a more conscious and shrewd approach to corporate branding.

Brand e sostenibilità. Il ruolo degli intangibles nelle determinazioni quantitative d’azienda

Roberto De Luca

Economics Research, Department of Business Sciences – Management and Information Systems of the University of Salerno, Franco Angeli open access, 2025