2. The Context
Economic crisis, negative values of
GDP; traditional capitalists models do
not make Italy competitive on the mass
markets.
3. But is GDP Enough?
GDP does not consider important fac-
tors, such as efficiency in the use of
resources, people’s perception of their
State etc.
paradoxes: if you distroy your environ-
mental heritage to push industrial pro-
duction, your GDP will grow faster.
better use
QDP: Quality Domestic Product
4. Soft Economy
HARD ECONOMY: delocalization,
mass production
SOFT ECONOMY: knowledge, re-
search
Soft Economy creates economic value
out of not measurable values, such as
knowledge, symbols, creativity, immagi-
nation.
An economy based on knowledge and
innovation, but also on quality, identity,
history, creativity; an economy which
is able to merge social cohesion and
competitivity, leveraging on communi-
ties and territory
5. Territorial Value
The Soft Economy considers the con-
text as a system, in which the territory
itself plays the main role. The territory
must be seen as a unique system with
its specific qualities; around the territory
are organized production and leisure,
knowledge and monetary flows.
Local community is a co-actor to involve
in the decision/production process.
6. VIP..
This is a collection of Very Important
(small) Places that play a crucial role in
the italian economy
*Maranello (Ferrari)
7. VIP..
This is a collection of Very Important
(small) Places that play a crucial role in
the italian economy
*Casette d’Ete (home of Tod’s shoes)
8. VIP..
This is a collection of Very Important
(small) Places that play a crucial role in
the italian economy
*Auna di sotto (Loacker)
9. VIP..
This is a collection of Very Important
(small) Places, that plays a crucial role
in the italian economy
*Pregnana Milanese (Artemide)
10. New Made in Italy
Looking at the past projected towards
future
5 Drivers:
.Memory
.Modernity
.Economic Self sustainability
.Adaptability
.Relation with community
.Efficiency
11. New Made in Italy
4 Areas
.The Quality Network
.Territorial Agriculture
. Holistic Tourism
. Fair Purchasing
12. The Quality Network
Invisible infrastructure that guarantees
quality of life and products thanks to a
tight connection with the territorial re-
sources.
Necessity of a net to share innova-
tion, guarantee quality through shared
standards, political government sup-
port.
certifications and labels
13. Territorial Agriculture
Focus on quality rather than quantity, to
win the market competition.
Protection and valorization of territorial
excellece
.wines (decreas production to improve
quality; in 2004 export +4.5%)
.Parmigiano (Consorzio Parmigiano,
protection of the brand to increase ex-
port of the real product; in 2003 export
to USA doubled, to Europe +30%)
These kind of production are strictly
connected with the local context and in-
volve different sectors of local economy.
14. Holistic Tourism
Defense and valorisation of territory,
intended as a system of different layers
to attract different interests.
culture, environment, products..
15. Fair Purchase
Invisible infrastructure that guarantees
quality of life and products thanks to a
tight connection with the territorial re-
sources.
Necessity of a net to share innova-
tion, guarantee quality through shared
standards, political government sup-
port.
certifications and labels