MADE IN ITALY identity: the keys to success of the most important Made in Italy Companies

Today, "Made in Italy", is the third best-known brand in the world after Coca-Cola and VISA. Italian goods are leaders all over the world in different sectors and are recognized as icon of excellence, style and innovation. Brands names such as Armani, Prada and Versace in fashion, Ferrari, Maserati and Ducati in the motor industry, Ferrero, Barilla and Illy in comestibles, Borsalino, Tod's and Luxottica in luxury goods have become truly legendary and object of desire in all corners of the world. The purpose of this text is to narrate the "identity" of some of these companies and to analyze and interpret the "key" steps and strategic decisions that have led to the creation of such great and exceptional successes.