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The strategic role of design for the (设计的战略作用)
The strategic role of design for the competitiveness
of the Italian Industrial System
Marco Bettiol∗
University of Padua
Via del Santo 28, 35123 Padova, Italy
Tel. + 39 049 8274241
Email: marco.bettiol@unipd.it
Stef ano Micelli
University of Venice
Fondamenta San Giobbe, Cannaregio 873, 30121 Venice, Italy
Tel. + 39 041 2348736
Email: micelli@unive.it
Abstract
The aim of the pape r is to analyze the role of design in re-launching the compe titiveness of
Italian SMEs. The impor tance of design in p roduct innovation has grown dramatically during
the last f ew y ears. Traditionally, design was considered an except ion reserved f or luxury
segments and sophisticated niche markets that could appreciate a pr oduct ’s aesthetic and
artistic values. Now, design is becoming the sy nthetic expr ession of a range of managerial
pr ocesses, including pr oduct innovation, communication, distribution channels, and renewed
customer relations, that are innovating pr oducts by adding communicative value. On the basis of
the analysis of case studies and f ocus groups, the pape r aims at poi nting out compe titive models
based on design f or upgrading in global value chains.
Keywords: product innovation, design, upgrading, globalization
∗
For communications please refer to Marco Bettiol, marco.bettiol@unipd.it
1. Introduction
The Italian economy is finding it increasingly difficult to keep pace w
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