Creativity, Interactive Marketing and Communication in Italian Jewellery Districts

The aim of the chapter is to highlight the limits and opportunities linked to the use of tools such as interactive marketing and communication in small creative businesses comprising Italian jewellery districts to achieve greater competitiveness of local systems on global markets. From secondary data and the analysis of district websites, the specificity of Italian jewellery districts is analysed in terms of relational and learning differences. Starting from a circumscribed (isolated), experience of handson learning, it is suggested that systemic progress can be made within a collective local system of learning (i.e. a virtuous and widespread knowledge of the district system) by virtue of internet-based technologies (IBT). In this respect, the chapter evidences how the productive and creative specificity of Italian jewellery district systems can gain impetus, in terms of greater competitiveness, from the use of IBT.