Manifesto for the Made in Italy.
In Milan, it kicked off, during an event at the Expo, the “Manifesto for the Made in Italy”, an initiative group Sanpellegrino. It is a document born of research on over 450 companies, which addresses the critical issues and the strengths of Italian (cultural economy approach, to the action of a political and strategic development) with ‘ aim of relaunching Italy and its excellence even after the Expo, creating partnerships between companies (ie, not a single company, but the entire enterprise-Italy) focusing on foreign markets. Simply put, a document aimed at a “system”.
The manifesto was signed by the entrepreneurs of the sectors emblem of Made in Italy with Confagricoltura and Confartigianato; signatory Stefano Agostini, President of the Group Sanpellegrino, Andrea Illy, illycaffè President; Massimiliano Giansanti, Vice-President Confagricoltura; George Lace, President of Confartigianato. This document was delivered to the Government, represented for the occasion by the Secretary for Reform, Ivan Scalfarotto.
The Decalogue of the “Manifesto for the Made in Italy”:
– The Made in Italy is one of the cornerstones of the cultural Italian
– Defend and promote the transmission of knowledge production from generation to generation it is the first step to promote our unique heritage
– To create value around the Made in Italy is to give an overview to the local excellences
– Taking hard Made in Italy means to better meet the needs of the company assets: aesthetics, culture, emotion, sociability.
– To create synergies between related sectors and complementary categories is a road no longer be postponed in order to increase the competitiveness of Italian products
– Establish a system means a renewed spirit of cooperation between all political actors, social, economic and entrepreneurial
– The only defense of Made in Italy is no longer enough: the perceived value goes from the story of the art know-how, typical of Italian creativity
– To win abroad Made in Italy must present a vision that promotes not individual companies but the Italian firm
– Increasing investment in training and be able to innovate means to reduce the misalignment with the offer emerging
– Revenue, bureaucracy and strategic vision are handicap that the institutions have a duty to transform into strengths of the way of doing business