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

1. SOFT
ECONOMY
Creating Value Leveraging on Territorial Qualities

2. The Context
Economic crisis, negative values of
GDP; traditional capitalists models do
not make Italy competitive on the mass
markets.

3. 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

4. Soft Economy
HARD ECONOMY: delocalization,
mass production
SOFT 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

5. Territorial Value
The 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.

6. VIP..
This is a collection of Very Important
(small) Places that play a crucial role in
the italian economy
*Maranello (Ferrari)

7. 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)

8. VIP..
This is a collection of Very Important
(small) Places that play a crucial role in
the italian economy
*Auna di sotto (Loacker)

9. VIP..
This is a collection of Very Important
(small) Places, that plays a crucial role
in the italian economy
*Pregnana Milanese (Artemide)

10. New Made in Italy
Looking at the past projected towards
future
5 Drivers:
.Memory
.Modernity
.Economic Self sustainability
.Adaptability
.Relation with community
.Efficiency

11. New Made in Italy
4 Areas
.The Quality Network
.Territorial Agriculture
. Holistic Tourism
. Fair Purchasing

12. The Quality Network
Invisible 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

13. Territorial Agriculture
Focus 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.

14. Holistic Tourism
Defense and valorisation of territory,
intended as a system of different layers
to attract different interests.
culture, environment, products..

15. Fair Purchase
Invisible 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