Soft economy

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sharing of the contents of the book "soft economy" by Cianciullo, Realacci.
presentation for TEKTAO, december 2010

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Soft economy

  1. 1. SOFTECONOMYCreating Value Leveraging on Territorial Qualities
  2. 2. The ContextEconomic crisis, negative values ofGDP; traditional capitalists models donot make Italy competitive on the massmarkets.
  3. 3. But is GDP Enough?GDP does not consider important fac-tors, such as efficiency in the use ofresources, people’s perception of theirState 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. 4. Soft EconomyHARD ECONOMY: delocalization,mass productionSOFT ECONOMY: knowledge, re-searchSoft Economy creates economic valueout of not measurable values, such asknowledge, symbols, creativity, immagi-nation.An economy based on knowledge andinnovation, but also on quality, identity,history, creativity; an economy whichis able to merge social cohesion andcompetitivity, leveraging on communi-ties and territory
  5. 5. Territorial ValueThe Soft Economy considers the con-text as a system, in which the territoryitself plays the main role. The territorymust be seen as a unique system withits specific qualities; around the territoryare organized production and leisure,knowledge and monetary flows.Local community is a co-actor to involvein the decision/production process.
  6. 6. VIP..This is a collection of Very Important(small) Places that play a crucial role inthe italian economy*Maranello (Ferrari)
  7. 7. VIP..This is a collection of Very Important(small) Places that play a crucial role inthe italian economy*Casette d’Ete (home of Tod’s shoes)
  8. 8. VIP..This is a collection of Very Important(small) Places that play a crucial role inthe italian economy*Auna di sotto (Loacker)
  9. 9. VIP..This is a collection of Very Important(small) Places, that plays a crucial rolein the italian economy*Pregnana Milanese (Artemide)
  10. 10. New Made in ItalyLooking at the past projected towardsfuture5 Drivers:.Memory.Modernity.Economic Self sustainability.Adaptability.Relation with community.Efficiency
  11. 11. New Made in Italy4 Areas.The Quality Network.Territorial Agriculture. Holistic Tourism. Fair Purchasing
  12. 12. The Quality NetworkInvisible infrastructure that guaranteesquality of life and products thanks to atight connection with the territorial re-sources.Necessity of a net to share innova-tion, guarantee quality through sharedstandards, political government sup-port.certifications and labels
  13. 13. Territorial AgricultureFocus on quality rather than quantity, towin the market competition.Protection and valorization of territorialexcellece.wines (decreas production to improvequality; in 2004 export +4.5%).Parmigiano (Consorzio Parmigiano,protection of the brand to increase ex-port of the real product; in 2003 exportto USA doubled, to Europe +30%)These kind of production are strictlyconnected with the local context and in-volve different sectors of local economy.
  14. 14. Holistic TourismDefense and valorisation of territory,intended as a system of different layersto attract different interests.culture, environment, products..
  15. 15. Fair PurchaseInvisible infrastructure that guaranteesquality of life and products thanks to atight connection with the territorial re-sources.Necessity of a net to share innova-tion, guarantee quality through sharedstandards, political government sup-port.certifications and labels

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