MADE IN ITALY

Made in Italy has a strong influence in the collective imagination and is often associated with the concept of lifestyle and of “belli e ben fatti” products that blend high quality, creativity, design craftsmanship and/or advanced technologies. To those who don't live in Italy, the phrase "Made in Italy" may simply be a slogan for something that is produced in the country. These few words, however, that are printed on the packaging or labels of the products consumer purchase have a much deeper meaning. They reflect on the country itself, which sometimes causes stereotypical opinions that generate positive associations, emotions and thoughts in consumers’ minds. Over the course of the years, this translated Made in Italy into one of the strongest brands worldwide, with a pervasive halo effect on multiple industries, such as fashion, food and design, and an inter-play with country and location branding. Made in Italy is also associated with an Italian way of competing and a specific management style and is recognized as a critical enabler for multiple small-medium sized companies in taking leadership positions in their respective categories. This course progressively introduces you to a set of theories, models, and methods to understand business strategies and operations of Made in Italy niche and global players, competing in industries where creativity, expertise, know-how, innovation and exclusiveness are the key factors for success. The program adopts a cross- sector approach, analyzing operating and innovation strategies pursued by leading Italian companies in industries including fashion, design, automotive, luxury yachting, hi-tech, food, and beverages. Special emphasis is placed on the actual development and implementation of these strategies. By the end of the course, students will be ready to think as a manager of "Made in Italy" and understand the deep impact of companies’ commitment to quality and innovation, as well as how to manage brands that will continue to be a mark of prestige and excellence around the world.

By the end of this course, students will be able to: Describe and summarize the fundamental business models of “Made in Italy” and explain why their structure might differ across various industries Explain how successful Italian companies adapt, implement and execute the latest marketing and innovation strategies Examine business cases and solve business issues applying the acquired knowledge and insights. Knowledge and understanding Students will be able to: Describe the core elements that characterize and differentiate Made in Italy Recognize the common critical issues that Companies face in their strategic and operational business Rapidly identify the specificities of the most relevant industries belonging to Made in Italy Applying knowledge and understanding Upon completing the study program, students will be able to: Interpret and apply theoretical principles connected to the management of Made in Italy in different areas (branding, innovation, etc.) Apply concepts learned to framing and resolution of real issues connected to Made in Italy Examine with the correct perspective the company dynamics within the development process of the essence of Made in Italy Making Judgements Upon completing the study program, students will be able to: Compare different approaches of the firms in the Made in Italy landscape Criticize the main elements that form the perception of Made in Italy and how this spill-over to individual brands and managerial practices Consider upon customers’ and stakeholders’ attitudes and behaviors toward Made in Italy sector Assess and interpret companies’ Made in Italy strategies and tactics in different sectors Communication Skills Upon completing the study program, students will be able to: Acquire and understand major terms and concepts to communicate ideas, proposals, analysis and critical reasoning in the field of Made in Italy Effectively communicate the result of data collection and content production in a clear, complete but concise way, using the most appropriate terminology Strengthen the skills necessary to produce comprehensive and effective reports and presentations Learning Skills Upon completing the study program, students will be able to: Use multiple lenses to understand the relevance of proper Made in Italy strategies and actions for companies’ innovation and growth, while keeping heritage and authenticity Use the acquired knowledge to access to prominent job positions within the sector and/or to access to further advanced learning programs such as PhD in Marketing or in Management.

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Journal of Modern Italian Studies, 20(1), 53-66. https://www.vogue.co.uk/gallery/versace-history-supermodels-naomi-campbell-cindy-crawford-linda-evangalistaLinks to an external site. https://www.kantar.com/inspiration/brands/brandz-top-30-italian-brands-grow-14-total-valueLinks to an external site. https://brandirectory.com/rankings/nation-brands/Links to an external site. Conceptualizing, Measuring, and Managing Customer-Based Brand equity (CCBE), Kevin Lane Keller, Journal of Marketing, Jan 1993Download Conceptualizing, Measuring, and Managing Customer-Based Brand equity (CCBE), Kevin Lane Keller, Journal of Marketing, Jan 1993 Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of marketing, 68(1), 109-127. Glover, N., & Higgins, D. M. (Eds.). (2023). National Brands and Global Markets: An Historical Perspective Chapter 6 (pag 102-117). Taylor & Francis (20 min)Download Glover, N., & Higgins, D. M. (Eds.). (2023). National Brands and Global Markets: An Historical Perspective Chapter 6 (pag 102-117). Taylor & Francis (20 min) Lampert, S. I., & Jaffe, E. D. (1998). A dynamic approach to country‐of‐origin effect. European Journal of Marketing, 32(1/2), 61-78. (25 min)Download Lampert, S. I., & Jaffe, E. D. (1998). A dynamic approach to country‐of‐origin effect. European Journal of Marketing, 32(1/2), 61-78. (25 min) Chattalas, M., Kramer, T., & Takada, H. (2008). The impact of national stereotypes on the country of origin effect: A conceptual framework. International Marketing Review. (32 min)Download Chattalas, M., Kramer, T., & Takada, H. (2008). The impact of national stereotypes on the country of origin effect: A conceptual framework. International Marketing Review. (32 min) Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H.,... & Weitz, B. (2012): Brand and country-of- origin effect on consumers' decision to purchase luxury products. Journal of Business research, 65(10), 1461-1470. (32 min)Download Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H.,... & Weitz, B. (2012): Brand and country-of- origin effect on consumers' decision to purchase luxury products. Journal of Business research, 65(10), 1461-1470. (32 min) Bose, T. K. (2016). Critical success factors of SME internationalization. Journal of small business strategy, 26(2), 87-109. (28 min) Download Bose, T. K. (2016). Critical success factors of SME internationalization. Journal of small business strategy, 26(2), 87-109. (28 min) De Chiara, A., & Minguzzi, A. (2019). Success factors in SMEs' internationalization processes: An Italian investigation. Journal of small business management, 40(2), 144-153 Download De Chiara, A., & Minguzzi, A. (2019). Success factors in SMEs' internationalization processes: An Italian investigation. Journal of small business management, 40(2), 144-153 Al‐Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: a literature review. Marketing Intelligence & Planning, 16(3), 150- 199. (34 min) Download Al‐Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: a literature review. Marketing Intelligence & Planning, 16(3), 150- 199. (34 min) Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. Journal of brand management, 9, 294-314.Download Papadopoulos, N., & Heslop, L. (2002). Country equity and country branding: Problems and prospects. Journal of brand management, 9, 294-314. Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115.Download Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. Glover, N., & Higgins, D. M. (Eds.). (2023). National Brands and Global Markets: An Historical Perspective. Taylor & Francis. Mazzù, M. F. (2022). Unveiling Main Trends Affecting the Fast-evolving Chinese Customers: An Expert-based Perspective on Opportunities and Challenges for Made- in-Italy Brands. Micro & Macro Marketing, 1- 42. Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online readings in psychology and culture, 2(1), 2307- 0919. Download Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online readings in psychology and culture, 2(1), 2307- 0919. Illy Caffè in Cina. Caso su “Marketing per managers – modelli, applicazioni e casi sul marketing made in Italy”, Kotler, p., Keller, K., Ancarani, F., Costabile, M., Ed. Pearson (pag 79) Warren, C., Batra, R., Loureiro, S. M. C., & Bagozzi, R. P. (2019). Brand coolness. Journal of Marketing, 83(5), 36-56Download Warren, C., Batra, R., Loureiro, S. M. C., & Bagozzi, R. P. (2019). Brand coolness. Journal of Marketing, 83(5), 36-56 Costabile, M., Fei, C., & Mazzù, M. F. (2020). Perché e come difendere la nostra coolness. Economia & management: la rivista della Scuola di Direzione Aziendale dell'Università L. Bocconi, (2), 44-48. Download Costabile, M., Fei, C., & Mazzù, M. F. (2020). Perché e come difendere la nostra coolness. Economia & management: la rivista della Scuola di Direzione Aziendale dell'Università L. Bocconi, (2), 44-48. Mazzù, M. F., Costabile, M., & Ancarani, F. (2020). Specificità culturali e qualità delle produzioni. ECONOMIA & MANAGEMENT, (2), 40-43 Download Mazzù, M. F., Costabile, M., & Ancarani, F. (2020). Specificità culturali e qualità delle produzioni. ECONOMIA & MANAGEMENT, (2), 40-43 Mazzù, M. F., & Costabile, M. (2020). La domanda e l'offerta di unicità. ECONOMIA & MANAGEMENT, (2), 49-52. Download Mazzù, M. F., & Costabile, M. (2020). La domanda e l'offerta di unicità. ECONOMIA & MANAGEMENT, (2), 49-52. “Marketing per managers – modelli, applicazioni e casi sul marketing made in Italy”, Kotler, p., Keller, K., Ancarani, F., Costabile, M., Ed. Pearson, “Il marketing dei prodotti unici” (pag 144), Mazzù, M.F.Links to an external site. Paul Jaworski, S., & Fosher, D. (2003). National brand identity & its effect on corporate brands: The national brand effect (NBE). Multinational Business Review, 11(2), 99-113. Download Paul Jaworski, S., & Fosher, D. (2003). National brand identity & its effect on corporate brands: The national brand effect (NBE). Multinational Business Review, 11(2), 99-113. Kapferer, J. N., & Valette-Florence, P. (2016). Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable. Journal of Product & Brand Management, 25(2), 120-133.Download Kapferer, J. N., & Valette-Florence, P. (2016). Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable. Journal of Product & Brand Management, 25(2), 120-133. Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118-138.Download Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118-138. Sarkar, A., Krishna, G. R., & Rao, K. S. (2014). Brand desire and brand jealousy: Routes to persuasion. The Marketing Review, 14(3), 265-278.Download Sarkar, A., Krishna, G. R., & Rao, K. S. (2014). Brand desire and brand jealousy: Routes to persuasion. The Marketing Review, 14(3), 265-278. Sun, J. J., Bellezza, S., & Paharia, N. (2021). Buy less, buy luxury: Understanding and overcoming product durability neglect for sustainable consumption. 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Morone, P., & Testa, G. (2008). Firms growth, size and innovation an investigation into the Italian manufacturing sector. Econ. Innov. New Techn., 17(4), 311-329Download Morone, P., & Testa, G. (2008). Firms growth, size and innovation an investigation into the Italian manufacturing sector. Econ. Innov. New Techn., 17(4), 311-329 Bogers, M., Chesbrough, H., Moedas, C. 2018 “Open Innovation: Research, Practices and Policies” California Management Review, 60(2)Download Bogers, M., Chesbrough, H., Moedas, C. 2018 “Open Innovation: Research, Practices and Policies” California Management Review, 60(2) Rosenkopf, L., & Nerkar, A. (2001). Beyond local search: boundary‐spanning, exploration, and impact in the optical disk industry. Strategic management journal, 22(4), 287-306.Download Rosenkopf, L., & Nerkar, A. (2001). Beyond local search: boundary‐spanning, exploration, and impact in the optical disk industry. Strategic management journal, 22(4), 287-306. Di Stefano, G., Gambardella, A., & Verona, G. (2012). Technology push and demand pull perspectives in innovation studies: Current findings and future research directions. Research policy, 41(8), 1283-1295.Download Di Stefano, G., Gambardella, A., & Verona, G. (2012). Technology push and demand pull perspectives in innovation studies: Current findings and future research directions. Research policy, 41(8), 1283-1295. Tushman, M. L., & Anderson, P. (1986). Technological discontinuities and organizational environments. Administrative science quarterly, 439-465.Download Tushman, M. L., & Anderson, P. (1986). Technological discontinuities and organizational environments. Administrative science quarterly, 439-465. Cohen, W. M., & Levinthal, D. A. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative science quarterly, 128-152.Download Cohen, W. M., & Levinthal, D. A. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative science quarterly, 128-152. Fleming, L. (2001). Recombinant uncertainty in technological search. Management science, 47(1), 117-132.Download Fleming, L. (2001). Recombinant uncertainty in technological search. Management science, 47(1), 117-132. Kogut, B., & Zander, U. (1992). Knowledge of the firm, combinative capabilities, and the replication of technology. Organization science, 3(3), 383-397.Download Kogut, B., & Zander, U. (1992). Knowledge of the firm, combinative capabilities, and the replication of technology. Organization science, 3(3), 383-397. Hoffmann, V. E., Belussi, F., Molina-Morales, F. X., & Vieira Pires, D. (2023). Clusters under pressure: the impact of a crisis in Italian industrial districts. Entrepreneurship & Regional Development, 35(3-4), 424-443.Download Hoffmann, V. E., Belussi, F., Molina-Morales, F. X., & Vieira Pires, D. (2023). Clusters under pressure: the impact of a crisis in Italian industrial districts. Entrepreneurship & Regional Development, 35(3-4), 424-443. Porter, M. E. (2011). Competitive advantage of nations: creating and sustaining superior performance. simon and schuster.Links to an external site. Iacobucci, D., & Perugini, F. (2023). Innovation performance in traditional industries: Does proximity to universities matter. Technological Forecasting and Social Change, 189, 122340.Download Iacobucci, D., & Perugini, F. (2023). Innovation performance in traditional industries: Does proximity to universities matter. Technological Forecasting and Social Change, 189, 122340. Vieira, D. P., Hoffmann, V. E., Reyes Junior, E., & Boari, C. (2022). Clusters or networks: Interorganizational relationships influence on Brazilian hotel performance. Tourism Review, 77(2), 672-686Download Vieira, D. P., Hoffmann, V. E., Reyes Junior, E., & Boari, C. (2022). Clusters or networks: Interorganizational relationships influence on Brazilian hotel performance. Tourism Review, 77(2), 672-686 Pavitt, K. (1984). Sectoral patterns of technical change: towards a taxonomy and a theory. Research policy, 13(6), 343-373.Download Pavitt, K. (1984). Sectoral patterns of technical change: towards a taxonomy and a theory. Research policy, 13(6), 343-373. Jensen, M. B., Johnson, B., Lorenz, E., Lundvall, B. Å., & Lundvall, B. A. (2007). Forms of knowledge and modes of innovation. The learning economy and the economics of hope, 155.Download Jensen, M. B., Johnson, B., Lorenz, E., Lundvall, B. Å., & Lundvall, B. A. (2007). Forms of knowledge and modes of innovation. The learning economy and the economics of hope, 155. Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642-656. Iacobucci, D., & Perugini, F. (2023). Innovation performance in traditional industries: Does proximity to universities matter. Technological Forecasting and Social Change, 189, 122340. Download Iacobucci, D., & Perugini, F. (2023). Innovation performance in traditional industries: Does proximity to universities matter. Technological Forecasting and Social Change, 189, 122340. Ferragina, A. M., & Nunziante, G. (2018). Are Italian firms performances influenced by innovation of domestic and foreign firms nearby in space and sectors?. Economia e Politica Industriale, 45, 335-360. Download Ferragina, A. M., & Nunziante, G. (2018). Are Italian firms performances influenced by innovation of domestic and foreign firms nearby in space and sectors?. Economia e Politica Industriale, 45, 335-360. Morone, P., & Testa, G. (2008). Firms growth, size and innovation an investigation into the Italian manufacturing sector. Econ. Innov. New Techn., 17(4), 311-329. Bonaiuto, F., De Dominicis, S., Ganucci Cancellieri, U., Crano, W. D., Ma, J., & Bonaiuto, M. (2021). Italian food? Sounds good! Made in Italy and Italian sounding effects on food products' assessment by consumers. Frontiers in Psychology, 12, 581492. Download Bonaiuto, F., De Dominicis, S., Ganucci Cancellieri, U., Crano, W. D., Ma, J., & Bonaiuto, M. (2021). Italian food? Sounds good! Made in Italy and Italian sounding effects on food products' assessment by consumers. Frontiers in Psychology, 12, 581492. Mazzù, M. F., Baccelloni, A., Romani, S., & Andria, A. (2022). The role of trust and algorithms in consumers’ front-of- pack labels acceptance: a cross- country investigation. European Journal of Marketing, (ahead-of- print) Download Mazzù, M. F., Baccelloni, A., Romani, S., & Andria, A. (2022). The role of trust and algorithms in consumers’ front-of- pack labels acceptance: a cross- country investigation. European Journal of Marketing, (ahead-of- print) Mazzù, M. F., Benetton, A., Baccelloni, A., & Lavini, L. (2022). A Milk Blockchain- Enabled Supply Chain: Evidence From Leading Italian Farms. In Blockchain Technology Applications in Businesses and Organizations (pp. 73-98). IGI Global. Download Mazzù, M. F., Benetton, A., Baccelloni, A., & Lavini, L. (2022). A Milk Blockchain- Enabled Supply Chain: Evidence From Leading Italian Farms. In Blockchain Technology Applications in Businesses and Organizations (pp. 73-98). IGI Global. “Etichette Front-of-pack e nuovi trend di consumo” in Kotler, P., Keller, K. L., Ancarani, Chernev. , F., & Costabile, M. (2022). Marketing management 16/e. Pearson, pag. 354- 355 (available translation in English) – Optional readingDownload “Etichette Front-of-pack e nuovi trend di consumo” in Kotler, P., Keller, K. L., Ancarani, Chernev. , F., & Costabile, M. (2022). Marketing management 16/e. Pearson, pag. 354- 355 (available translation in English) – Optional reading Mazzù, M. F., Romani, S., Baccelloni, A., & Gambicorti, A. (2021). A cross-country experimental study on consumers’ subjective understanding and liking on front-of-pack nutrition labels. International Journal of Food Sciences and Nutrition, 72(6), 833- 847. Download Mazzù, M. F., Romani, S., Baccelloni, A., & Gambicorti, A. (2021). A cross-country experimental study on consumers’ subjective understanding and liking on front-of-pack nutrition labels. International Journal of Food Sciences and Nutrition, 72(6), 833- 847. Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110.Download Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110. Temperini, Valerio & Gregori, Gian Luca & Palanga, Paola. (2016). The Brand Made in Italy: A Critical Analysis. Management Studies. 4. 10.17265/2328-2185/2016.03.001.Download Temperini, Valerio & Gregori, Gian Luca & Palanga, Paola. (2016). The Brand Made in Italy: A Critical Analysis. Management Studies. 4. 10.17265/2328-2185/2016.03.001. OECD (2020) Global trade in fakes: a worrying threat. https://www.oecd-ilibrary.org/sites/74c 81154-en/index.html?itemId=/content/publication/74c81154-en. Bonaiuto, F., De Dominicis, S., Ganucci Cancellieri, U., Crano, W. D., Ma, J., & Bonaiuto, M. (2021). Italian food? Sounds good! Made in Italy and Italian sounding effects on food products' assessment by consumers. Frontiers in Psychology, 12, 581492. Download Bonaiuto, F., De Dominicis, S., Ganucci Cancellieri, U., Crano, W. D., Ma, J., & Bonaiuto, M. (2021). Italian food? Sounds good! Made in Italy and Italian sounding effects on food products' assessment by consumers. Frontiers in Psychology, 12, 581492. Mazzù, M. F., Baccelloni, A., Romani, S., & Andria, A. (2022). The role of trust and algorithms in consumers’ front-of- pack labels acceptance: a cross- country investigation. European Journal of Marketing, (ahead-of- print) Download Mazzù, M. F., Baccelloni, A., Romani, S., & Andria, A. (2022). The role of trust and algorithms in consumers’ front-of- pack labels acceptance: a cross- country investigation. European Journal of Marketing, (ahead-of- print) Mazzù, M. F., Benetton, A., Baccelloni, A., & Lavini, L. (2022). A Milk Blockchain- Enabled Supply Chain: Evidence From Leading Italian Farms. In Blockchain Technology Applications in Businesses and Organizations (pp. 73-98). IGI Global. Download Mazzù, M. F., Benetton, A., Baccelloni, A., & Lavini, L. (2022). A Milk Blockchain- Enabled Supply Chain: Evidence From Leading Italian Farms. In Blockchain Technology Applications in Businesses and Organizations (pp. 73-98). IGI Global. “Etichette Front-of-pack e nuovi trend di consumo” in Kotler, P., Keller, K. L., Ancarani, Chernev. , F., & Costabile, M. (2022). Marketing management 16/e. Pearson, pag. 354- 355 (available translation in English) – Optional readingDownload “Etichette Front-of-pack e nuovi trend di consumo” in Kotler, P., Keller, K. L., Ancarani, Chernev. , F., & Costabile, M. (2022). Marketing management 16/e. Pearson, pag. 354- 355 (available translation in English) – Optional reading Mazzù, M. F., Romani, S., Baccelloni, A., & Gambicorti, A. (2021). A cross-country experimental study on consumers’ subjective understanding and liking on front-of-pack nutrition labels. International Journal of Food Sciences and Nutrition, 72(6), 833- 847. Download Mazzù, M. F., Romani, S., Baccelloni, A., & Gambicorti, A. (2021). A cross-country experimental study on consumers’ subjective understanding and liking on front-of-pack nutrition labels. International Journal of Food Sciences and Nutrition, 72(6), 833- 847. Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110.Download Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110. Temperini, Valerio & Gregori, Gian Luca & Palanga, Paola. (2016). The Brand Made in Italy: A Critical Analysis. Management Studies. 4. 10.17265/2328-2185/2016.03.001.Download Temperini, Valerio & Gregori, Gian Luca & Palanga, Paola. (2016). The Brand Made in Italy: A Critical Analysis. Management Studies. 4. 10.17265/2328-2185/2016.03.001. OECD (2020) Global trade in fakes: a worrying threat. https://www.oecd-ilibrary.org/sites/74c 81154-en/index.html?itemId=/content/publication/74c81154-en. Chapter 3 of the textbook. “Jewellery”Links to an external site. Bain & Co. Global luxury goods market takes 2022 leap forward.Links to an external site. Bain & Co.: Renaissance in Uncertainty: Luxury Builds on Its Rebound (2023).Links to an external site. “La gestione del brand nel settore del lusso: l’esperienza di Bottega Veneta”, Marco Bizzarri, in Mazzù, M. F., & Perrey, J. (2011). Power Brands: creare, portare al successo e gestire i propri brand, pag. 347-351. Rizzoli/ Etas.Download “La gestione del brand nel settore del lusso: l’esperienza di Bottega Veneta”, Marco Bizzarri, in Mazzù, M. F., & Perrey, J. (2011). Power Brands: creare, portare al successo e gestire i propri brand, pag. 347-351. Rizzoli/ Etas. “Passione per il brand e rigore manageriale: l’esperienza di Bulgari”, Francesco Trapani, in Mazzù, M. F., & Perrey, J. (2011). Power Brands: creare, portare al successo e gestire i propri brand, pag. 58-62. Rizzoli/ Etas. Download “Passione per il brand e rigore manageriale: l’esperienza di Bulgari”, Francesco Trapani, in Mazzù, M. F., & Perrey, J. (2011). Power Brands: creare, portare al successo e gestire i propri brand, pag. 58-62. Rizzoli/ Etas. Kapferer, J. N., Kernstock, J., Brexendorf, T. O., & Powell, S. M. (Eds.). (2017). Advances in luxury brand management. Springer.Download Kapferer, J. N., Kernstock, J., Brexendorf, T. O., & Powell, S. M. (Eds.). (2017). Advances in luxury brand management. Springer. Okonkwo, U. (2009). The luxury brand strategy challenge. Journal of brand management, 16, 287-289.;Download Okonkwo, U. (2009). The luxury brand strategy challenge. Journal of brand management, 16, 287-289.; D’Arpizio, C., Levato, F., Prete, F., de Montgolfier, J. Kavanagh, A. Renaissance in Uncertainty: Luxury Builds on Its Rebound (2023), Bain & Co,Download D’Arpizio, C., Levato, F., Prete, F., de Montgolfier, J. Kavanagh, A. Renaissance in Uncertainty: Luxury Builds on Its Rebound (2023), Bain & Co, Dubois, B., & Laurent, G. (1995). Luxury possessions and practices: an empirical scale. ACR European AdvancesLinks to an external site. Kapferer, J.-N., & Valette-Florence, P. (2016). Beyond rarity: The paths of luxury desire. Journal of Product and Brand Management, 25(2), 120–133.Download Kapferer, J.-N., & Valette-Florence, P. (2016). Beyond rarity: The paths of luxury desire. Journal of Product and Brand Management, 25(2), 120–133. Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!. Advances in luxury brand management, 43-57.Download Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!. Advances in luxury brand management, 43-57. Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand management, 16(5-6), 311-322.Download Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand management, 16(5-6), 311-322. Dauriz, L., & Tochtermann, T. (2013). Luxury lifestyle: Beyond the buzzwords. McKinsey & Company. Chapter 2 of the textbook. “Fashion, Italian designers, and Brands”Links to an external site. The State of Fashion 2023: Holding onto growth as global clouds gather.Links to an external site. Mazzù, M. F., & Badioli, S. (2022). Progettare e Gestire i Canali di Marketing. in Kotler, P., Keller, K. L., Ancarani, Chernev. A., F., & Costabile, M. (2022). Marketing management 16/e. Pearson, pag. 698-700 Download Mazzù, M. F., & Badioli, S. (2022). Progettare e Gestire i Canali di Marketing. in Kotler, P., Keller, K. L., Ancarani, Chernev. A., F., & Costabile, M. (2022). Marketing management 16/e. Pearson, pag. 698-700 Industrial-production-032023.pdfDownload Industrial-production-032023.pdf Kim, K. H., & Kim, E. Y. (2020). Fashion marketing trends in social media and sustainability in fashion management. Journal of Business Research, 117, 508-509.Download Kim, K. H., & Kim, E. Y. (2020). Fashion marketing trends in social media and sustainability in fashion management. Journal of Business Research, 117, 508-509. Altagamma-Bain-Worldwide-Luxury-Market-Monitor-2022_compressed.pdfDownload Altagamma-Bain-Worldwide-Luxury-Market-Monitor-2022_compressed.pdf Dyllick, T., & Rost, Z. (2017). Towards true product sustainability. Journal of Cleaner Production, 162, 346-360Download Dyllick, T., & Rost, Z. (2017). Towards true product sustainability. Journal of Cleaner Production, 162, 346-360 Laros, Fleur JM, and Jan-Benedict EM Steenkamp. "Emotions in consumer behavior: a hierarchical approach." Journal of business Research 58.10 (2005): 1437-1445.Download Laros, Fleur JM, and Jan-Benedict EM Steenkamp. "Emotions in consumer behavior: a hierarchical approach." Journal of business Research 58.10 (2005): 1437-1445. Algoe, S. B., & Haidt, J. (2009). Witnessing excellence in action: The ‘other-praising ‘emotions of elevation, gratitude, and admiration. The journal of positive psychology, 4(2), 105-127. Chapter 5 of the textbook. “The food & beverage industries”Links to an external site. “Ferrero” in Kotler, P., Keller, K. L., Ancarani, Chernev. A., F., & Costabile, M. (2022). Marketing management 16/e. Pearson, pag. 334- 335Links to an external site. “Eataly” in Kotler, P., Keller, K. L., Ancarani, Chernev. A., F., & Costabile, M. (2022). Marketing management 16/e. Pearson., pag. 67Links to an external site. “Lavazza Away from home” in “Marketing per managers – modelli, applicazioni e casi sul marketing made in Italy”, Kotler, p., Keller, K., Ancarani, F., Costabile, M., Ed. Pearson (pag 96) Download “Lavazza Away from home” in “Marketing per managers – modelli, applicazioni e casi sul marketing made in Italy”, Kotler, p., Keller, K., Ancarani, F., Costabile, M., Ed. Pearson (pag 96) “Giovanni Rana” in “Marketing per managers – modelli, applicazioni e casi sul marketing made in Italy”, Kotler, p., Keller, K., Ancarani, F., Costabile, M., Ed. Pearson (pag 314)Download “Giovanni Rana” in “Marketing per managers – modelli, applicazioni e casi sul marketing made in Italy”, Kotler, p., Keller, K., Ancarani, F., Costabile, M., Ed. Pearson (pag 314) Bain & Co (2022). Food Tech: Turning Promise into Opportunity.Links to an external site. The European House - Ambrosetti S.p.A. (2023 ) “La Roadmap del futuro: per il Food&Beverage: quali evoluzioni e quali sfide per i prossimi anni»;Links to an external site. FederalimentareLinks to an external site. Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110.Download Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110. Dias, C., & Mendes, L. (2018). Protected designation of origin (PDO), protected geographical indication (PGI) and traditional speciality guaranteed (TSG): a bibiliometric analysis. Food Research International, 103, 492-508.Download Dias, C., & Mendes, L. (2018). Protected designation of origin (PDO), protected geographical indication (PGI) and traditional speciality guaranteed (TSG): a bibiliometric analysis. Food Research International, 103, 492-508. Likoudis, Z., Sdrali, D., Costarelli, V., & Apostolopoulos, C. (2016). Consumers’ intention to buy protected designation of origin and protected geographical indication foodstuffs: the case of G reece. International Journal of Consumer Studies, 40(3), 283-289Download Likoudis, Z., Sdrali, D., Costarelli, V., & Apostolopoulos, C. (2016). Consumers’ intention to buy protected designation of origin and protected geographical indication foodstuffs: the case of G reece. International Journal of Consumer Studies, 40(3), 283-289 Spognardi, S., Vistocco, D., Cappelli, L., & Papetti, P. (2021). Impact of organic and “protected designation of origin” labels in the perception of olive oil sensory quality. British Food Journal, 123(8), 2641-2669Download Spognardi, S., Vistocco, D., Cappelli, L., & Papetti, P. (2021). Impact of organic and “protected designation of origin” labels in the perception of olive oil sensory quality. British Food Journal, 123(8), 2641-2669 Garavaglia, C., & Mariani, P. (2017). How much do consumers value protected designation of origin certifications? Estimates of willingness to pay for PDO dry‐cured ham in Italy. Agribusiness, 33(3), 403-423.Download Garavaglia, C., & Mariani, P. (2017). How much do consumers value protected designation of origin certifications? Estimates of willingness to pay for PDO dry‐cured ham in Italy. Agribusiness, 33(3), 403-423. World Health Organization. Obesity and overweight. June 9, 2021Links to an external site. Mazzù, M. F., Baccelloni, A., & Finistauri, P. (2022). Uncovering the Effect of European Policy-Making Initiatives in Addressing Nutrition-Related Issues: A Systematic Literature Review and Bibliometric Analysis on Front-of-Pack Labels. Nutrients, 14(16), 3423.Download Mazzù, M. F., Baccelloni, A., & Finistauri, P. (2022). Uncovering the Effect of European Policy-Making Initiatives in Addressing Nutrition-Related Issues: A Systematic Literature Review and Bibliometric Analysis on Front-of-Pack Labels. Nutrients, 14(16), 3423. Mazzu MF, Romani S, Baccelloni A, Gambicorti A. A cross-country experimental study on consumers’ subjective understanding and liking on front-of-pack nutrition labels. Int J Food Sci Nutr 2021;72(6):833–47Download Mazzu MF, Romani S, Baccelloni A, Gambicorti A. A cross-country experimental study on consumers’ subjective understanding and liking on front-of-pack nutrition labels. Int J Food Sci Nutr 2021;72(6):833–47 Pettigrew, S.; Jongenelis, M., Jones; A., Hercberg, S.; Julia, C. An 18-country analysis of the effectiveness of five front-of-pack nutrition labels. Food Quality and Preference. 2022, 104691.Download Pettigrew, S.; Jongenelis, M., Jones; A., Hercberg, S.; Julia, C. An 18-country analysis of the effectiveness of five front-of-pack nutrition labels. Food Quality and Preference. 2022, 104691. Grunert, K.G.; Wills, J.M. A review of European research on consumer response to nutrition information on food labels. J. Public Health 2007, 15, 385–399Download Grunert, K.G.; Wills, J.M. A review of European research on consumer response to nutrition information on food labels. J. Public Health 2007, 15, 385–399 Mazzù, M. F., Romani, S., Marozzo, V., Giambarresi, A., & Baccelloni, A. (2023). Improving the understanding of key nutritional elements to support healthier and more informed food choices: The effect of front-of-pack label bundles. Nutrition, 105, 111849.Download Mazzù, M. F., Romani, S., Marozzo, V., Giambarresi, A., & Baccelloni, A. (2023). Improving the understanding of key nutritional elements to support healthier and more informed food choices: The effect of front-of-pack label bundles. Nutrition, 105, 111849. Mazzù, M. F., Marozzo, V., Baccelloni, A., & Giambarresi, A. (2023). The effects of combining front‐of‐pack nutritional labels on consumers' subjective understanding, trust, and preferences. Psychology & Marketing.Download Mazzù, M. F., Marozzo, V., Baccelloni, A., & Giambarresi, A. (2023). The effects of combining front‐of‐pack nutritional labels on consumers' subjective understanding, trust, and preferences. Psychology & Marketing. Mazzù, M. F., Romani, S., Baccelloni, A., & Lavini, L. (2022). Introducing the Front-of-Pack Acceptance Model: The role of usefulness and ease of use in European consumers’ acceptance of Front-of-Pack Labels. International Journal of Food Sciences and Nutrition, 73(3), 378-395.Download Mazzù, M. F., Romani, S., Baccelloni, A., & Lavini, L. (2022). Introducing the Front-of-Pack Acceptance Model: The role of usefulness and ease of use in European consumers’ acceptance of Front-of-Pack Labels. International Journal of Food Sciences and Nutrition, 73(3), 378-395. Mazzù, M. F., Baccelloni, A., Romani, S., & Andria, A. (2022). The role of trust and algorithms in consumers’ front-of-pack labels acceptance: a cross-country investigation. European Journal of Marketing, (ahead-of-print).Download Mazzù, M. F., Baccelloni, A., Romani, S., & Andria, A. (2022). The role of trust and algorithms in consumers’ front-of-pack labels acceptance: a cross-country investigation. European Journal of Marketing, (ahead-of-print). Bonaiuto, M., De Dominicis, S., Fornara, F., Cancellieri, U. G., Petruccelli, I., & Bonaiuto, F. (2017). Food Reputation Map (FRM): Italian long and short versions’ psychometric features. Food Quality and Preference, 59, 156-167. Caiazza, R., & Volpe, T. (2014). Agro-food firms' competitiveness: made in Italy in the world. International Review of Management and Business Research, 3(3), 1790.Download Caiazza, R., & Volpe, T. (2014). Agro-food firms' competitiveness: made in Italy in the world. International Review of Management and Business Research, 3(3), 1790. Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110.Download Ricci, E. C., Stranieri, S., Casetta, C., & Soregaroli, C. (2019). Consumer preferences for Made in Italy food products: The role of ethnocentrism and product knowledge. AIMS Agriculture and Food, 4(1), 88-110. Cappelli, L., D’Ascenzo, F., Arezzo, M. F., Ruggieri, R., & Gorelova, I. (2020). The willingness to pay in the food sector. Testing the hypothesis of consumer preferences for some made in Italy products. Sustainability, 12(15), 6275. “Brembo” in Kotler, P., Keller, K. L., Ancarani, Chernev. A., F., & Costabile, M. (2022). Marketing management 16/e. Pearson., pag. 32-33Links to an external site. “Comau” in Kotler, P., Keller, K. L., Ancarani, Chernev. A., F., & Costabile, M. (2022). Marketing management 16/e. Pearson., pag. 236-237Links to an external site. Euromonitor international, Packagin Industry in Italy, Jan 2023Links to an external site. Global Industrial Multinationals With A Focus On Defence Industry Groups, Mediobanca, 4 april 2023Links to an external site. Chapter 4 of the textbook. “The world wears Italian sunglasses” Links to an external site. Chapter 8 of the textbook. “Designing furniture”Links to an external site. “Cassina: lo storytelling tra autenticità e innovazione” in Giorgino, F., & Mazzù, M. F. (2018), BrandTelling, pag. 246-248. Egea. Download “Cassina: lo storytelling tra autenticità e innovazione” in Giorgino, F., & Mazzù, M. F. (2018), BrandTelling, pag. 246-248. Egea. Brand Development through Brand Extension and Licensing: Pininfarina Extra. Download Brand Development through Brand Extension and Licensing: Pininfarina Extra. “Pininfarina: da brand extension a storytelling extension” in Giorgino, F., & Mazzù, M. F. (2018), BrandTelling, pag. 270-272. EgeaDownload “Pininfarina: da brand extension a storytelling extension” in Giorgino, F., & Mazzù, M. F. (2018), BrandTelling, pag. 270-272. Egea https://www.statista.com/statistics/1255274/global-luxury-yacht-market-size-forecast/Download https://www.statista.com/statistics/1255274/global-luxury-yacht-market-size-forecast/ Filippetti, A., & D’Ippolito, B. (2017). Appropriability of design innovation across organisational boundaries: exploring collaborative relationships between manufacturing firms and designers in Italy. Industry and Innovation, 24(6), 613-632.Download Filippetti, A., & D’Ippolito, B. (2017). Appropriability of design innovation across organisational boundaries: exploring collaborative relationships between manufacturing firms and designers in Italy. Industry and Innovation, 24(6), 613-632. Cohen, W. M., R. R. Nelson, and J. P. Walsh. 2000. Protecting their intellectual assets: appropriability conditions and why US manufacturing firms patent (or not) (NBER Working Paper 7552). National Bureau of Economic Research, 1–50. http://www.nber.org/papers/w7552Download Cohen, W. M., R. R. Nelson, and J. P. Walsh. 2000. Protecting their intellectual assets: appropriability conditions and why US manufacturing firms patent (or not) (NBER Working Paper 7552). National Bureau of Economic Research, 1–50. http://www.nber.org/papers/w7552 Seraphin, H., & Maingi, S. W. (2023). The luxury yacht charter market and sustainable brand image: the case of Sunreef. Worldwide Hospitality and Tourism Themes Chapter 6 of the textbook. “The Italian excellence in the Yachting businessLinks to an external site. “Sanlorenzo Yacht e l’arte nel design” in Mazzù, M. F., & Baccelloni, A. (2023). Arts Marketing: strumenti e modelli manageriali per la valorizzazione dei beni culturali. APOGEO EDUCATION, pag. 156-157Links to an external site.

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The verification of student's learning takes place in integrated and complementary ways. The final grade will consist of: Continuous assessment (80%) up to 24 points: The continuous assessment includes a series of activities, some of them to be performed on a weekly basis. Among the assignments, you'll be asked to perform: • N. 12 weekly individual assignments (weekly quizzes, discussion forums, individual 1-page assignments, individual work for final exam) - 2 point per assignment, up to 24 points Final quiz (10%) - up to 3 points Written exam Multiple choices Final exam (10%) - up to 3 points In person Bonus points - Participation (5%) up to 1,5 points: Active participation to session with TA – up to 0,5 point Participation (evaluated with a peer evaluation) - up to 0,5 point Punctuality - up to 0,5 point if all the activities are all timely and correctly complete Cum laude will be assigned to students that demonstrate active participation and engagement throughout the whole semester (evaluated through active participation and synchronous interactions). Non-attending students Final Exam 100% In-person written exam - up to 30 points Multiple choices + Discussion paper Time: 120 min

Active attendance at the course; Quality of the proposed issue for the thesis.