soft ecomomy
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TEKTAO knowledge sharing timeTRANSCRIPT
SOFT ECONOMYCreating Value Leveraging on Territorial Qualities
The ContextEconomic crisis, negative values of GDP; traditional capitalists models do not make Italy competitive on the mass markets.
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
Soft EconomyHARD ECONOMY: delocalization, mass productionSOFT 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
Territorial ValueThe 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.
VIP..This is a collection of Very Important (small) Places that play a crucial role in the italian economy
*Maranello (Ferrari)
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)
VIP..This is a collection of Very Important (small) Places that play a crucial role in the italian economy
*Auna di sotto (Loacker)
VIP..This is a collection of Very Important (small) Places, that plays a crucial role in the italian economy
*Pregnana Milanese (Artemide)
New Made in ItalyLooking at the past projected towards future
5 Drivers:.Memory.Modernity.Economic Self sustainability.Adaptability.Relation with community.Efficiency
New Made in Italy4 Areas.The Quality Network.Territorial Agriculture. Holistic Tourism. Fair Purchasing
The Quality NetworkInvisible 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
Territorial AgricultureFocus 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.
Holistic TourismDefense and valorisation of territory, intended as a system of different layers to attract different interests.culture, environment, products..
Fair PurchaseInvisible 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