Communication through internet-based Technologies (IBT) for promoting competitiveness in Italian jewelry districts

The aim of the paper is to highlight the limits and opportunities linked to the use of tools such as interactive marketing and communication in small businesses comprising the Italian jewelry districts, in order to achieve greater competitiveness of local systems on global markets. From a series of secondary data, the specificity of Italian jewelry districts is analysed in terms of the different types of relations and learning. The paper highlights how the productive and creative specificity of Italian jewelry district systems can gain impetus, in terms of greater competitiveness from the use of internet based technologies (IBT).