{"id":103417,"date":"2025-03-04T13:35:40","date_gmt":"2025-03-04T12:35:40","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/uncategorized\/italianita-dimpresa\/"},"modified":"2025-03-07T16:52:17","modified_gmt":"2025-03-07T15:52:17","slug":"corporate-italianness","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/corporate-italianness\/","title":{"rendered":"Corporate Italianness"},"content":{"rendered":"

The relationship between Italian sounding and other concepts that make Italian companies stand out<\/em><\/p>

Italianness. This is the excellence – in many areas of activity – that makes Italian companies almost unique in the world. A concept that takes various forms: from Italian sounding to Made in Italy. Often abused, but much used, the relevance of country of origin to market success is certainly something that needs to be carefully understood in its economic, but also social and cultural implications.<\/p>\n

To understand more \u201cEffetto Country of Origin e Made in Italy\u201d (The Country of Origin Effect and Made in Italy) by Pierfelice Rosato is a good read. Rosato, a lecturer in Economics and Marketing at the University of Bari, attempts to clarify the relationship between a product’s origin and its visibility and effectiveness on the market.<\/p>\n

He starts from an observation: at a time when globalisation continues to exert its effects on consumption patterns, despite the recent difficulties associated with a continuing instability of the world geopolitical order, the relevance of the country of origin in the processes of product choice is an element of extraordinary interest in understanding successful strategies to adopt for international markets.
\nThe author then explains the concept of the country of origin effect, understood as the influence of the product’s country of origin on consumer choice processes, with reference to various international markets, which have become increasingly complex in recent years, making its understanding less linear in managerial terms. The question that Rosato seeks to answer is this: how can factors such as the country of origin effect and Italian sounding influence the image and competitiveness of the Italy brand, and thus the ability of companies that have “Made in Italy” as an important factor of their growth strategy to succeed on international markets?<\/p>\n

The book therefore attempts to approach these concepts from a managerial perspective, trying to grasp their potential benefits while at the same time raising awareness of any critical issues. The book follows a linear path, starting from a general examination of the “role of the country of origin in the construction of the supply system”, to the “role of culture in the internationalisation processes”, to that of “Made in Italy in the competitiveness of Italian companies”, to the analysis of “Italian sounding”.<\/p>\n

This book by Pierfelice Rosato is a good guide to understanding the characteristics and peculiarities of concepts that are now well known but not always as clearly understood.<\/p>

Effetto Country of Origin e Made in Italy<\/strong><\/p>\n

Pierfelice Rosato<\/p>\n

Franco Angeli, 2025<\/p>\n","protected":false},"excerpt":{"rendered":"

The relationship between Italian sounding and other concepts that make Italian companies stand outItalianness. This is the excellence – in many areas of activity – that makes Italian companies almost unique in the world. A concept that takes various forms: from Italian sounding to Made in Italy. 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