international management 2015
TRANSCRIPT
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DESIGN
MARRONE Customization
Structure:• Elaboration and good knowledge of the metal sheet• Efficiency of performance • “Traceability process”: 3d development of the project• Manifactureprocess: design/prototype approval, building the kitchen following the
customer’s request • Reliability of the brand (references as communication tool)• Resign (open kitchen, attention to details for example handles)
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DESIGN
MARRONE Customization
Strategies:• From manufacturing company to brand company (good references)• From national to meta national (learning from the outside but keeping the
tradition of made in Italy)• Niche production: from OEM (external collaboration) to direct channels
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DESIGN
PIER Focus on design
Process:• Manual skills• Employees know how about materials and process• Prototyping (from paper to textile) • Learning from international fashion schools• Link btw made in Italy know how and design avantgarde
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DESIGN
PIER Focus on design
Strategies:• Human resource management: importance of employee’s commitment • Ancient know how • New communication strategies (no newspaper but fashion blogger and celebrities)• Advanced technology (laser)• “online continent”: virtual presence must be counterbalanced by a physical
presence (stores)
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TECHNOLOGIES
MARRONE
• Laser • Does not digitalize as symbol of technology as competitors do, but applies the
technology to develop traditional products
PIER
• Laser• High R&D • Production agreements with luxury brands