BUA300.1 Made in Italy: Business, Craftsmanship, and Branding Success (Spring)

“Functionality and beauty are the very essence of the Italian civilization. From the beginning Italian genius has tended to be practical, down-to-earth and concerned with getting things done, but is has also emphasized form, harmony and radiance.”

– Mary Desmond Pinkowish and Peter D’Epiro in Sprezzatura: 50 Ways Italian Genius Shaped the World

Italy provides models of excellence in various business industries. Being made, styled, and designed in Italy has become, over time, synonymous with high-quality products and processes. This course will focus on the most important fields that have contributed to the success of the “made in Italy” brand and label; that is, the industrial design, fashion, accessories, that leverage also on craftsmanship and “made in Italy” as a success factor.

This course will take you on a journey through Italian excellence that often provides the combination of beauty and functionality. We will focus on the positive elements and possible downsides of the “Italian creative entrepreneurial craftsmanship oriented business model” as opposed to other business models. The course will offer you an opportunity to compare the Italian business model (through a series of conceptual frameworks, cases, guest speakers, field trips and site visits to excellent Italian small business involved in high quality craftsmanship-oriented creations) with the prevalent business models present in the U.S., and to have the possibility to integrate the two approaches. Approaching business issues from different perspectives is a key element of success in the current global economic scenario, where integration and blending of different approaches become crucial. Meets with DES 300.1.

Course-related fee: A fee will be charged to cover Florence site visits (Spring 2019 fee = $60).

Department: Business Administration

Location: Florence

Semester: Spring

Credits: 3