FRANCESCO CITARELLA - FRANCESCA SORRENTINI CLUB OF PRODUCTS: AN INTEGRATED SYSTEM OF EXCELLENCE A Club of Products consists in a group of enterprises which although belonging to diverse sectors and areas of economic activity, acts on the basis of collectively managing entrepreneurial activities, in a networking logic of chain supply. In this scenario, consequently, businesses choose to unite forces and position themselves on the Market by means of networking and the adopting of a unique, immediately visible image and brand that guarantees quality and excellence. The success of a Club of products according to the Authors, lies in the definition of concept of product/basic service, representing an original, distinctive and authentic idea, capable of catalyzing human and financial resources in the direction of a common mission and vision in order to create consumer added value and to gain competitive advantage for the stakeholders involved. Moreover, the Authors maintain, a Club of products enables the enhancing of the natural habitat and the historical-cultural heritage and identity of the Regions, above all if sustained by an innovative project and by short-medium term strategies. In effect, the Authors point out, the constituting of a Club of products sets in motion an exponential territory requalification process (security and safeguarding of the environment and landscape) as well as enhancing local entrepreneurship. Respect for service and quality standards is advocated; a culture of quality and accreditation of businesses is promoted, sustained in a widespread perspective of synergies and optimization stemming from aggregation. Impulse is given to the use of new technologies for communicating a specific product /service-brand on Italian and international markets. In short, the Authors argue, a Club of Products has to be interpreted in terms of its capacity to connect and integrate the resources of a territory (on a regional, National and supranational scale); while its innovative element lies in the fact that it is a symbol of territory excellence. However, the Authors insist, the most important factor is that the Club of Products business strategy is constructed on the basis of a competitive niche (or target of the market) considered of potential interest. With reference to the specifics of supply and demand, the Authors clarify that the group of enterprises delineates the characteristics of the product /service and the standards of quality that render the appeal of the initiative unique and capable of achieving a highly competitive positioning on the market. The Authors highlight furthermore, that the aggregation of local entrepreneurs putting in place territorial and communicational networks linking natural, cultural, gastronomic and artisan resources, results in innovation and the creation of economic-entrepreneurial models of success. In other words, the competitive capacity of local units of production and service on the market finds its fulcrum, the Authors maintain, in the quality and efficiency of territorial systems in which local governing Bodies are the stakeholders and the artifices of territory image. On the other hand, the Authors inform the reader, in the creation of an integrated territory offer, the public sector stakeholder has to improve the quality of lifestyle of the residents and the tourists, organize and plan economic activities and services in order to promote efficacy, efficiency and public safety; safeguard the environment and the landscape, intervene in terms of structures and infrastructure, encourage investments in innovation and launch territorial marketing initiatives. In short, the Authors conclude, local Government has to put in place all the necessary action to provide the players with the relevant tools for creating forms of Public-Private Partnerships, integrating both the requests and solicitations arriving from the entrepreneurial world and public sector aims.

IL CLUB DI PRODOTTO COME SISTEMA INTEGRATO DI QUALITA'

CITARELLA, Francesco;
2010-01-01

Abstract

FRANCESCO CITARELLA - FRANCESCA SORRENTINI CLUB OF PRODUCTS: AN INTEGRATED SYSTEM OF EXCELLENCE A Club of Products consists in a group of enterprises which although belonging to diverse sectors and areas of economic activity, acts on the basis of collectively managing entrepreneurial activities, in a networking logic of chain supply. In this scenario, consequently, businesses choose to unite forces and position themselves on the Market by means of networking and the adopting of a unique, immediately visible image and brand that guarantees quality and excellence. The success of a Club of products according to the Authors, lies in the definition of concept of product/basic service, representing an original, distinctive and authentic idea, capable of catalyzing human and financial resources in the direction of a common mission and vision in order to create consumer added value and to gain competitive advantage for the stakeholders involved. Moreover, the Authors maintain, a Club of products enables the enhancing of the natural habitat and the historical-cultural heritage and identity of the Regions, above all if sustained by an innovative project and by short-medium term strategies. In effect, the Authors point out, the constituting of a Club of products sets in motion an exponential territory requalification process (security and safeguarding of the environment and landscape) as well as enhancing local entrepreneurship. Respect for service and quality standards is advocated; a culture of quality and accreditation of businesses is promoted, sustained in a widespread perspective of synergies and optimization stemming from aggregation. Impulse is given to the use of new technologies for communicating a specific product /service-brand on Italian and international markets. In short, the Authors argue, a Club of Products has to be interpreted in terms of its capacity to connect and integrate the resources of a territory (on a regional, National and supranational scale); while its innovative element lies in the fact that it is a symbol of territory excellence. However, the Authors insist, the most important factor is that the Club of Products business strategy is constructed on the basis of a competitive niche (or target of the market) considered of potential interest. With reference to the specifics of supply and demand, the Authors clarify that the group of enterprises delineates the characteristics of the product /service and the standards of quality that render the appeal of the initiative unique and capable of achieving a highly competitive positioning on the market. The Authors highlight furthermore, that the aggregation of local entrepreneurs putting in place territorial and communicational networks linking natural, cultural, gastronomic and artisan resources, results in innovation and the creation of economic-entrepreneurial models of success. In other words, the competitive capacity of local units of production and service on the market finds its fulcrum, the Authors maintain, in the quality and efficiency of territorial systems in which local governing Bodies are the stakeholders and the artifices of territory image. On the other hand, the Authors inform the reader, in the creation of an integrated territory offer, the public sector stakeholder has to improve the quality of lifestyle of the residents and the tourists, organize and plan economic activities and services in order to promote efficacy, efficiency and public safety; safeguard the environment and the landscape, intervene in terms of structures and infrastructure, encourage investments in innovation and launch territorial marketing initiatives. In short, the Authors conclude, local Government has to put in place all the necessary action to provide the players with the relevant tools for creating forms of Public-Private Partnerships, integrating both the requests and solicitations arriving from the entrepreneurial world and public sector aims.
2010
9788875644314
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/3041133
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