Abstract:
This thesis explores the evolution, significance and institutional framework of the Made in Italy concept, with a particular focus on its impact on the Italian furniture industry. The study delves into the origins of the Made in Italy notion and its development. The institutional context is analyzed through an examination of relevant legislation, government policies, certification processes and initiatives aimed at promoting Italian products while combatting counterfeiting and Italian sounding. A particular focus is given to the structure and dynamics of Italy's industrial clusters. The criticalities of the Made in Italy business model are also addressed. Through the We.Do Holding case study, this research provides an in-depth analysis of a leading company in the Italian furniture sector, exploring its organizational structure, marketing strategies and positioning within the Made in Italy framework. The case study highlights how We.Do Holding faces challenges related to legislation and the role of Made in Italy in it. The empirical research includes qualitative data collection and analysis of industry perception towards Made in Italy in the furniture sector. The study also offers insights into potential future developments for the sector and provides recommendations for sustaining the competitive advantage of the Made in Italy in a rapidly changing global market. Finally, the study concludes with reflections on the limitations of the research and suggestions for further exploration into the future of Made in Italy in furniture industry.
