The Evolution of Made in Italy: Case studies on the Italian Food and Beverage Industry

ISBN-13: 9783031156663 / Angielski / Twarda / 2023 / 137 str.

Vittoria Veronesi; Martina Schiavello

Opis

This book deep dives into emerging consumer trends in the food and beverage industry in Italy, particularly in light of the COVID-19 crisis, and explores how firms have evolved to meet consumer needs and succeed in this challenging context. 

Through a series of case studies, the authors explore the food and beverage industry’s defining characteristics and how each particular sector has become so important to the Italian economy. Drawing on cases that feature small, medium and large enterprises, the authors reveal how firms have adapted their business strategies to meet new customer demands and market trends, highlighting the winning characteristics of the ever-evolving ‘Made in Italy’ brand, concluding with a recommended strategy of best practices for future implementation. 

Providing examples that can be studied, applied and analyzed by researchers, students, and practitioners, this unique book offers a detailed understanding of the different innovations and adaptations that companies in the food and beverage sector have put in place in response to ever evolving markets and trends, and how innovation becomes the key to success.

Spis treści

        F&B Industry in Italy - Why is the F&B Industry in Italy so important and what is the potential?

a)  F&B Industry Overview

b)  Categories and Subsectors

c)  Defining Characteristics

2.     F&B post pandemic trends – What are the new food trends evolving, and how has the pandemic changed consumer behaviour towards food?

-   Transparency: Especially in food service and food supply chains, consumers require to have transparency and understanding of how and where food is produced

-   Sustainability: food with purpose and that is responsible towards the planet and their community

-   Excellence: rediscovering local excellence, which in Italy translates to premium quality, craftsmanship, origin, heritage, tradition/innovation, lifestyle/experience

-   Digitalization: Digitalizing all parts of the food process and experience to create new experiences and reach new targets

3.     The Evolution of Made in Italy - The case studies of Italian companies following these trends and how these companies converge different trends and transform their business. (example how do Italian companies converge local excellence and digitalization). A total of 8 case studies of businesses of different sizes, categories, and experience, including*:

Three Food companies

-     Ferrero or Mutti (large)

-     Calvisius Caviar – Agroittica Lombarda (medium)

-     Gennari and the Parmigiano Reggiano Consortium (small) Three Beverage companies

30/06/2021

-     Marchesi de Frescobaldi or Marchesi Antinori or Illycaffé (large) - Vergnano or Ferrari Trento (medium)

-     Grappa Nonino (small)

Two Experience based companies (hospitality and food service)

-     Belmond - The Art of Aperitivo - how Belmond is transferring the Italian Culture (Portofino, Venezia, Fiesole, etc.) into its F&B high end offer.

-     Cioccolatitaliani and/or Durini Milano and/or Panino Giusto (L’Accademia del Panino) and/or La Piadineria

*NOTE: These companies have not been contacted yet and are examples of the
direction of the case studies and could change. Nevertheless, these brands are

consolidated strong partners of the MFB masters and SDA Bocconi network.

4.      Strategies and managerial implications.

-     The need of balancing tradition and innovation

-     Experience as the new core

-     Bringing the product at the center of tourism

-     Leveraging on weaknesses and challenges as an opportunity

-     Diversity and Sustainability

-     Technology as an enabler to increase business excellence

-     Supply chain collaboration

O autorze

Vittoria Veronesi, Ph.D., is a Senior Lecturer in Operations and Technology Management at SDA Bocconi School of Management, as well as Adjunct Professor of Technology, Innovation and Operations Management, Business Strategy in Creative Industries and Fashion Companies Management at Bocconi University. Her other roles include Director of the Master of Management in Food and Beverage (2017-2021), Director of Altagamma Academy, Director of the Food Experience and Hospitality Management Concentration at the Master of Fashion, Experience and Design and official Faculty member of the Luxury Business Management Concentration at MBA and Made in Italy Concentration at EMBA. 

Martina Schiavello is an international professional with experience in innovation and strategy within the food and beverage industry, both in fast-paced startups and large corporate companies. Her work has included leading R&D and innovation for sustainable fast food chain Clover Food Lab in Boston, and research and consultancy work for food-tech consulting Forward Fooding and Food+ by Compass Group through SDA Bocconi. In addition, she has managed the expansion and innovation of the cloud kitchen vertical for Glovo Italy.

Blurb

This book deep dives into emerging consumer trends in the food and beverage industry in Italy, particularly in light of the COVID-19 crisis, and explores how firms have evolved to meet consumer needs and succeed in this challenging context.

Through a series of case studies, the authors explore the food and beverage industry’s defining characteristics and how each particular sector has become so important to the Italian economy. Drawing on cases that feature small, medium and large enterprises, the authors reveal how firms have adapted their business strategies to meet new customer demands and market trends, highlighting the winning characteristics of the ever-evolving ‘Made in Italy’ brand, concluding with a recommended strategy of best practices for future implementation.

Providing examples that can be studied, applied and analyzed by researchers, students, and practitioners, this unique book offers a detailed understanding of the different innovations and adaptations that companies in the food and beverage sector have put in place in response to ever evolving markets and trends, and how innovation becomes the key to success.

Vittoria Veronesi, Ph.D., is a Senior Lecturer in Operations and Technology Management at SDA Bocconi School of Management, as well as Adjunct Professor of Technology, Innovation and Operations Management, Business Strategy in Creative Industries and Fashion Companies Management at Bocconi University. Her other roles include Director of the Master of Management in Food and Beverage (2017-2021), Director of Altagamma Academy, Director of the Food Experience and Hospitality Management Concentration at the Master of Fashion, Experience and Design and official Faculty member of the Luxury Business Management Concentration at MBA and Made in Italy Concentration at EMBA.

Martina Schiavello is an international professional with experience in innovation and strategy within the food and beverage industry, both in fast-paced startups and large corporate companies. Her work has included leading R&D and innovation for sustainable fast food chain Clover Food Lab in Boston, and research and consultancy work for food-tech consulting Forward Fooding and Food+ by Compass Group through SDA Bocconi. In addition, she has managed the expansion and innovation of the cloud kitchen vertical for Glovo Italy.