The role of technology and design in mid-size companies

2. 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)

3. 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

4. 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

5. 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)

6. 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