What skills do you acquire in an Executive MBA?

 

Making decisions requires critical thinking and a solid understanding of your field. Without forgetting personal relations skills, which, in the long term, can make the difference between a simple manager and a true leader of change

 

Few things give us more satisfaction than hearing from students who, after having attended one of our Executive MBA courses, contact us years later to tell us how relevant the skills they learned continue to be,” states Antonella Moretto, Deputy Director of the MBA & EMBA area of the School of Management of the Politecnico di Milano.
People who choose to follow an Executive MBA have high expectations. It is aimed at professionals with significant seniority, already established in the world of work and willing to sacrifice a considerable part of their time. It is therefore an important commitment as well as a real investment in the future. This is why it is crucial to develop managerial skills that can be exploited in the long term.”

 

The first skill is the critical thinking

But even before the skills, the educational approach common to all our Executive MBAs involves the development of a primary capacity: of all the course objectives, critical thinking is fundamental. “All the subjects covered by the Master’s course are tackled from this perspective,” explains Antonella Moretto. “Students learn to take decisions mindfully, thanks to a critical approach that enables them to analyse situations rapidly and thus find solutions to even the most complex issues.
This forms the essential basis for the actual skills: “We go from analysing and interpreting business procedures to the ability to draw up a business plan, read a financial statement, understand the dynamics of business and identify the channels in which investors may be found. But a particularly important aspect, from our point of view, is innovation management.
In international scenarios, competition is at its highest levels, fuelled in part by increasingly invasive digital transformation: knowing how to manage and exploit it is fundamental. “Innovation should be planned carefully. It cannot be implemented without having fully understood the existing dynamics,” warns Moretto. “Only on the basis of this expertise can you revolutionize existing projects, products and business models.

 

The soft skills of a competitive manager

Don’t imagine that, being a technical school, the Politecnico overlooks soft skills in favour of hard skills. Quite the opposite. The Future of Jobs Report, produced by the World Economic Forum in 2018, shows clearly that, in 2022, it will be precisely soft skills that will be the most in demand on the labour market, especially in those areas with a noticeably fast growing economy.
The MIP follows this path. “We have always believed in hard skills and continue to do so,” explains the Deputy Director of the MBA & EMBA area, “but it has been demonstrated that, in the long term, the difference between a manager and a true leader of change within your company is given by the ability to develop excellent soft skills.” Within this same context, these skills can branch out in multiple directions: “We go from the multicultural team management to team management in increasingly virtual environments, more traditional and also more emotional leadership skills. Not forgetting public speaking and time management. All these skills were once regarded as an added benefit, whereas today they are considered indispensable for anyone aiming towards career development.

With Epson and Re Mago, MIP Politecnico di Milano has created the first Smart Classroom in Italy, geared towards collaboration and encouraging brainstorming

MIP has completed its digital classroom project. The most advanced video-projection and collaboration technology applied to the classroom delivers fully interactive and highly engaging lessons.

 

MIP, Politecnico di Milano’s School of Management, has completed its project to create fully digital lecture rooms, and today is inaugurating its first “special” Digital Classroom designed to share information visually and encourage brainstorming. This milestone underlines MIP’s continuous high commitment to tap into the opportunities provided by cutting-edge digital tools and offer its students the best possible learning experience.

Along with the other 13 lectures room in the Bovisa Campus equipped with similar tools, the Milan lecture room uses the most innovative technological solutions elaborated by Epson in partnership with Re Mago Ltd, a British company that worked with a largely Italian development team to create visual collaboration and brainstorming software, ideal for Smart Classrooms and Smart Working. This software can be used to share, add notes and present digital material (text, sound, graphics, video, links) and information in real-time using any personal or mobile device physically in the lecture room or connected remotely. All these actions are simple and intuitive, backed by a software user-interface designed with even the least keen technology user in mind.

The Smart Classroom has eight Epson EB-710U interactive laser video-projectors arranged in pairs along its four sides, transforming it into four shared work areas where teacher and students can write, share, take notes and modify documents, with every step being recorded, and everything saved at the end of each session, to retain a complete and fully usable digital copy.

In the words of Federico Frattini, Associate Dean for Digital Transformation: “MIP as a school of management is addressing the business world’s needs through specialised post-graduate and post-experience training courses, designed for people who are already embarking on their professional careers. By creating our Smart Classrooms, we intend to give our teachers and students ever more interactive, modern and engaging means for working together in the classroom.”

What is a Smart Classroom and how does it work?

In the educational and corporate worlds alike, the challenge for true and optimal collaboration is to ensure that all the parties involved can act using all the tools and functions available in a simple, intuitive and user-friendly way that does not upset their own personal methods of working but instead gives them that extra help and support.

Each of the two video-projectors placed along the four Smart Classroom walls can be used to project a range of material (for example, the teacher’s lesson and the students input) or to create a single large working area. In either case, the entire projected area is interactive, and people can join in using the pens provided with the video-projectors or even their fingers (using the Finger Touch function). Or, if they are connected remotely, they can write on their own devices – smartphones, tablets or PCs – connected via cloud to the session.

In this way, the area can be used for brainstorming sessions, for drawing and for sharing all sorts of files (images, videos, pdf files, MS Office documents, links to internet sites), and also for browsing purposes and to access and present apps. The full complexity of AI services (machine learning) is hidden behind simple tools, like Re Mago’s “Lasso Tool”. These advanced tools can, for example, recognise and suggest vector images that are as close as possible to the user’s original free-hand drawing, and these images are then used in presentations. Other special functions like recognition software for writing (OCR) and geometric shapes as well as online searches for images, videos and websites are all at the user’s fingertips or at their verbal request. The outcome of the search just needs to be dragged onto the work area for it to be used and consulted. Files can easily be shared between (to and from) any local storage system or cloud service.

Another benefit is that, during or at the end of a lesson, participants do not have to take photos of the work area or take notes, because the complete record of what was done (including sketches, notes, files, audio and video recordings etc.) can be saved, stored and shared through a number of channels.

QS World University Rankings by Program 2020

Global MBAs and Specialising Masters: Politecnico di Milano’s School of Management stays among the best business schools in the world

 

 

QS World University Rankings 2020 confirm high positionings for Masters in Management, Business Analytics, Finance and Marketing and Full-Time MBA.
Among the Business School’s strengths are the ease with which its students have access to the business world, its particular care for diversity and its “thought leadership”.

 

Greater opportunities to enter the business world, a high return on investment, excellent quality-price ratio and particular care for diversity: these are several of the “plus” points that once again place Politecnico di Milano’s School of Management among the best business schools in the world. This position is endorsed by the QS World University Rankings 2020, with this international classification of Master programs giving stand-out scores for the School’s Specialising Masters in Management, Business Analytics, Finance and Marketing and Full-Time MBAs. The just released 2020 rankings analysed nearly 700 courses offered by 400 Business Schools and Universities in 50 countries across the world.

The School of Management of Politecnico di Milano is always placed in the upper regions of the rankings. The International Master in Project Management (iMPM), once again performed best at global level, with above average scores for “Value for Money”, “Employability” and “Thought Leadership”.
The Full-Time MBA also performed well and, within the Global MBA Rankings, is in 33rd place among the European programmes examined, and is very competitive for “Employability” and “Diversity”, an indicator measuring the percentage of women and non-Italian nationals in both the student body and the faculty.

Our reputation remains solid in Europe and around the world”, notes Andrea Sianesi, Dean of MIP Politecnico di Milano, “this underlines our sound and valid choices, first and foremost our process of internationalisation and the attention to diversity in all its forms”.

Politecnico di Milano’s School of Management is also listed in the rankings for its Master in Business Analytics (BABD), Finance (MIFRIM) and Marketing (IM4).

The School of Management of Politecnico di Milano brings together the Department of Management Engineering and MIP, the Business School of the Milan-based university.

Future Uzbek managers to be trained at MIP Politecnico di Milano

Dedicated Master in Global Project Management starting in January

Agreement signed with the Republican Graduate School of Business Management of Tashkent, which will recruit the candidates for selection. In the words of Andrea Sianesi, Dean of MIP: This Master is an invaluable plus point for professionals entering the work market in Uzbekistan: there is no equivalent program on offer in their country, while there is a great need for management skills for its development projects”. 

In addition, forty or so Uzbek executives are coming to Milan in November for a short course.

 

MIP Politecnico di Milano Graduate School of Business is to train the Uzbek managers of the future. MIP’s Master in Global Project Management will be held in Milan. Starting in January, this two-year program will provide young Uzbek students with the specialised education they need to manage projects in a systematic and multi-disciplinary perspective.

The program originated from a collaboration between MIP and RGSBM, the Republican Graduate School of Business Management of Tashkent in Uzbekistan, agreed in MIP’s Milan premises and signed by Andrea Sianesi, MIP Dean and the Master’s Co-Director, and Rustam Abduraupov, RGSBM Director. The course Director is Professor Antonio Calabrese.

Uzbekistan is a country in rapid growth, and as such needs the competences to successfully manage projects relating to industry, infrastructure and development in general”, explained Sianesi. “This is why the RGSBM turned to the Business School of Politecnico di Milano, and we responded with enthusiasm to their request to train future Euro-Asian managers. On top of this, we are welcoming about forty Uzbek executives to Milan for a six-day course on ‘Project and Portfolio Management’. This course also includes presentations by top managers from the private and public sectors, together with company visits”.

Andrea Sianesi then continued by saying: “The natural career opportunities for students completing this Master are within companies, government bodies and project-based organisations in Uzbekistan. In combination with the fact that students can also take an exam certifying their project management qualifications according to the IPMA (International Project Management Association) model, this Master in Global Project Management is an invaluable plus point for young professionals entering the Uzbek employment market, because there is currently no equivalent program in their country”.

The course will be taught in English to students proposed by the Republican Graduate School of Business and Management of Tashkent, which will take care of the recruitment side, and these young candidates will then go through a selection process. The lessons will be split between Uzbekistan and Italy, and will consist of class-room lessons, study case discussions, simulations, company testimonials, completed by personal study periods.

 

 

A New Awareness: an inclusive and proactive change agent for responsible fashion

10 Corso Como, Fashion Revolution Italy, Politecnico di Milano School of Management and WRAD Living come together to create a unique platform to promote awareness about sustainability in fashion.

A New Awareness will challenge the status quo. Through a series of engagement events A New Awareness will illustrate how fashion can become more sustainable, not simply less unsustainable.

 

A New Awareness will engage non-profit leadership. Through a multi-actor collaboration involving academia, media, non-governmental organisation, industry and civil society,
A New Awareness will become a focal point to accelerate sustainable transformation in the fashion context.

Economic and socio-political events, including labour costs, supply network complexity, market instability, volatile commodity prices, geographical dispersion and economic crisis have resulted in fashion’s significant environmental and social footprint. The fashion industry is now characterised by critical issues and challenging trade-offs. 93 billion cubic meters of water is annually used for textile production ; 20% of the global freshwater pollution comes from textile treatment and dyeing stages ; 100 billion garments are manufactured annually while 35% of the total material input ends up becoming waste throughout fashion supply chains , resulting in 92 million tons of waste that makes 4% of the global solid waste .

Sustainability in fashion matters. Given already the fashion industry’s actions to accelerate its transition to sustainability, greater awareness is needed for truly transformative actions to ensure collaboration, innovation and coordination at the system level.

A New Awareness, through a novel multi-actor collaboration, creates a unique platform to reinforce how today’s linear business models can truly change. With a multi-disciplinary approach, A New Awareness will showcase how radical innovation can inspire design, and will encourage opinion leaders as well as decision makers to discuss how fashion’s sustainability transition can be enhanced.

The first edition of A New Awareness will be at 10 Corso Como – Tazzoli from 18- 20 September 2019. Exclusively featuring Fashion Revolution, Wrad Living, Bethany Williams, Helen Kirkum, Duran Lantink, Awareness Infinitum, Greenpeace Detox Campaign, Manteco, Marini Industrie and Com.i.stra that present cutting edge solutions for today’s sustainable lifestyle.

A New Awareness wishes to thank 10 Corso Como, 24 Bottles, CNMI Fashion Trust, ES Progetti, Favini, From Studio, POLIMI Sustainable Luxury Academy, Stella Stone, Studio Punto Zero and Wrad Living.

Forming a New Awareness A New Awareness is conceived by Sara Maino Sozzani and jointly developed by fashion thinkers Marina Spadafora, Matteo Ward and Hakan Karaosman.

Sara Maino Sozzani, Deputy Editor in Chief Vogue Italia, Head of Vogue Talents and International Brand Ambassador Camera Nazionale della Moda Italiana, comments: “Today we all need to think in a more responsible way for a better future. Big changes do not happen in one day but we need to convert our way of consuming to make this happen. A New Awareness wants to bring consciousness to consumers.

Marina Spadafora, Country coordinator of Fashion Revolution Italia and the United Nations ambassador, states: “Humankind is finally awakening to the reality of climate emergency. This will be a central focus of the platform A New Awareness and it will, at the same time, address social justice and innovation towards a circular economy. A unique scenario will have designers, artists, activists, opinion leaders and policy makers meet to discuss how we can all join forces to create a viable transition towards a sustainable future.

Matteo Ward, founder and CEO of Wrad Living, explains: “In a post-truth society like ours, developing a new awareness is the first step we can take together to challenge a status quo which failed our Planet and catalyse the shift from linear individualism to circular collectivism. This is the essence of this project, dedicated to people who let their sense of purpose and creative thinking come together to pioneer a new approach to fashion, design, food, art and more.

Dr. Hakan Karaosman, Researcher at Politecnico di Milano School of Management and the United Nations expert, remarks: “Systemic transformations are required to change the way fashion business is coordinated. Practitioners, academics, consumers and policy makers need to act together. A New Awareness is a pivotal platform to inspire and acknowledge what must change. By facilitating collaboration and proactive communication, this is a great example to illustrate why multi-actor partnership is antecedent to fashion sustainability.

A New Awareness starting with a launch in September 2019 will structure a series of events going forward at 10 Corso Como – Tazzoli to unlock the next phase for sustainable fashion. Through transparency in communication and frank discussions on the circularity and responsibility in production, A New Awareness will become a catalyst for the acceleration of sustainability in the fashion context by fostering industrial collaborations, supporting talented creative across a spectrum of applications and bringing together major opinion leaders and decision makers.

Milan-Cortina 2026: the challenge of resilience

Italy will once again host an Olympic event. But for the event to become a real opportunity, professionalism and preparation are needed. For this reason, Politecnico di Milano is offering a Master in Design, Construction and Management of Sports Infrastructure

 

 

For Milan and Cortina, the real challenge begins now. With the initial enthusiasm for being assigned the 2026 Winter Olympic Games having died down, now it’s necessary to think about how to organize and manage the event in the best possible way, to capitalize on what could be an important opportunity: «The virtuous management of an important sporting event represents a great opportunity for revitalization, both social and economic.  Not only for the cities involved directly, but potentially for the entire country» explains Davide Allegri, research fellow at a Politecnico di Milano and coordinator of the Master in Design, Construction and Management of Sports Infrastructure.

The legacy of an important event

Among the most recent positive examples, the most important case study is provided by London 2012. «An edition of the Games that highlighted a few concepts which by now can’t be ignored. Whoever has as an objective the social and economic sustainability of an event, can’t overlook careful planning, and in particular the upgrade of existing facilities» continues Allegri. «Eventual new infrastructure, instead, must be conceived with a high level of resilience, thus it must have characteristics of flexibility, adaptability and convertibility.

Once the event is over, it must be possible to reconvert infrastructure. It’s the concept of legacy: everything that an important event can bequeath to a territory, both in tangible and intangible terms».

More sports, more inclusiveness

And it’s precisely this approach that guided the Milan-Cortina candidacy: the recovery of existing infrastructure on one hand, the construction of a large new facility on the other, namely the Palaghiaccio (ice skating rink) that will indirectly redevelop the San Giulia neighbourhood and the village at the Porta Romano rail yard which will subsequently become university housing. «This new infrastructure will help make Milan even more of a touristic city, with increasingly innovative areas for sports and free time. That’s what happened, by now several years ago, in Barcelona thanks to the 1992 Olympics, whose effect is still quite visible today» explains Allegri.
In this way, the city becomes closer to the people and thus more inclusive: «Today sports invade every sector of the modern city. It involves everything related to well-being, cure of one’s body, entertainment, free time, for every age and group and social category. Having adequate sporting infrastructure means laying the foundation for a society based on shared and recognized educational values» explains Allegri.

A change of mindset

But Italy still has much to do. «In France, the sports ministry is among the most important, while in Italy it rarely has enjoyed its own autonomous strength and recognition. The facilities we have largely date back to the fascist period; others were built in the ‘70s and ‘90s, but none of these was designed with their long-term management in mind. Not to mention the numerous school gyms that dot our territory and lie in a state of disrepair: the small sports facilities, starting from scholastic and church ones, are fundamental cells that generate virtuous processes of social requalification» says Allegri. «We need to start again with a new cultural approach, that views sports and its spaces as essential values of contemporary society. For this reason, training focused on management is important»,

This is exactly the objective of the Master in Design, Construction and Management of Sports Infrastructure, established by Politecnico di Milano with the Italian Football Federation (FIGC), Italian public bank Istituto per il Credito Sportivo, public sports development group Sport e Salute Spa, Coni Lombardia (the Lombardy region arm of Italy’s Olympic committee) and Italian first-division football league Lega Serie A. «This course is for post-graduate students in architecture, engineering and design. But it is such a multidisciplinary field that it also involves economic and legal disciplines, for example. The sports sector by now is one that requires great scientific preparation and specialization. There are numerous employment opportunities: sports clubs in all levels and sectors; public and private sports facility management institutes; public administrations».

Prada Group gives its support to MIP Politecnico di Milano’s International Master in Luxury Management

Prada Group and Taittinger Champagne alongside prestigious IMLux Master, world leader in training luxury sector professionals

 

Held in collaboration with France’s NEOMA Business School, this programme awards a double qualification. 7th edition about to start, enrolment to the 8th opening in October

 

EdUniversal 2018 ranking places the International Master in Luxury Management (IMLux) in first place globally among all luxury management Masters (the two MBAs listed above it have a different focus). International luxury sector leader Prada Group is sponsoring the programme from this year, together with Taittinger Champagne.

This course is an Italo‐French collaboration between two of the world’s major countries for top‐of‐the‐range products. Participants will gain a double degree, a Master’s degree (1st level) from Politecnico di Milano and a “Master in Science from NEOMA Business School.

IMLux begins on 9th September 2019, and students can register to the 2020 edition from this October. Taught jointly by MIP Politecnico di Milano Graduate School of Business and NEOMA Business School, in collaboration with Prada Group and Taittinger Champagne, this programme is designed for people keen to learn the skills necessary to hold key positions in luxury sector companies, which, by definition, demand very specific abilities and creativity.

The 12‐month full‐time programme and concluding project, all taught in English, is split into two, with half the course held in Rheims ‐ city of champagne ‐ and half in Milan ‐ a fashion capital ‐ within a very international environment, both for its student body (representing about 20 nationalities every year) and for its faculty and partner companies. This is a great opportunity for students to make contact with leaders in the worlds of fashion, cosmetics, furnishing, food and drink, hotels and automotive industry.

Stefano Rastrelli, HR Director for Prada Group: “We are fully aware of the great value of education in today’s landscape, and are delighted to announce that Prada Group is enthusiastically joining this project. We welcome the multicultural background of students from many countries and their wide range of multidisciplinary skills. It is a pleasure to support this programme with its geographic diversity and different inputs from the academic and business worlds”.

This Master is unique in that it works so closely with companies”, added Fabrizio Maria Pini, Course Director. “We do not restrict exposure to in‐class presentations and testimonials given by entrepreneurs and managers, or to proposing on‐site company visits, however important these are for a full immersion into the world of luxury. A key aspect is that companies are actively involved in the course and its material, students take on a real project and help to resolve problems and face challenges where a solution is really needed at that point in time”. Fabrizio Maria Pini then continued, “Another factor that makes this programme so unique is its integrated approach to creating value in the luxury sector. IMLux provides a detailed and extensive overview of the entire value creation chain, from coming up with an idea to the manufacturing processes, from supply chain to retail, and from online to offline communication”.

Machines? Smarter and smarter!

Exploring artificial intelligence and machine learning, technologies that bring accelerating change to our habits (and those of businesses)
 

 

Algorithms that can anticipate people’s tastes. Tests that can provide early diagnosis of a series of illnesses or predict which mechanical components are most likely to fail. Applications in a broad array of other fields, from manufacturing, marketing, and social media to voice recognition and self-driving cars. If the future is already here, this is partially thanks to artificial intelligence and one of its components: machine learning.
Machine learning is a discipline that develops algorithms to make machines intelligent, that is, able to learn from past experience and make decisions regarding the future,” explains Carlotta Orsenigo, Associate Professor of Computer Science at the Politecnico di Milano and expert in machine learning algorithms.
The advantages are enormous, also economically: more revenues at lower costs. Better forecasting of demand allows us, for example, to optimize stock management and offer better service to our customers.
Carlotta Orsenigo is also co-director of a master’s program in data science at the Politecnico di Milano School of Management, whose graduates may find work in the business sector. “The International Master’s Program in Business Analytics and Big Data is addressed to people who have a degree in science or economics and less than five years of work experience. The objective is to develop competencies in three different areas: technology, methodology, and business. The one-year program prepares students for a job market with a very high rate of placement.

Predicting demand

The key figure in machine learning is the data scientist, who analyzes data and develops algorithms that make it possible to use similar data as an effective prediction (and decision-making) tool and also interfaces with key company representatives (head of marketing or production, for example) on specific objectives.
Machine learning can be very useful in retail for analyzing and predicting demand for products and services. Based on what customers have bought in the past, predictions are made as to what they will buy in the future. Likewise, the algorithm can analyze an analogous customer pool, that is, one with characteristics similar to our own, to predict what our customers will choose” continues Orsenigo.
The other aspect of demand prediction are recommendations, i.e., the suggestions that big players such as Amazon or Netflix make to their customers (If you liked that film, you’ll also like this one! Are you looking for something to read? Readers with similar tastes also enjoyed this one!). The intelligent machine processes a huge quantity of data and extrapolates patterns and trends without any help from humans.

A host of applications

Another field of application is the manufacturing sector. In this case, the data to be analyzed are collected by the various sensors. Here we are getting into the Internet of Things (IoT). This makes it possible to identify potentially defective pieces in advance and prevent future failures.
Actually, the most important field of application of machine learning is medicine and medical science. “The analysis of genetic expression, for example, allows for the detection of patterns between healthy and unhealthy people and the design of targeted diagnostic tests” says Orsenigo.
Another very important area is voice recognition /vocal interfaces, as we have seen from the success of Alexa and similar virtual assistants. “Our generation still prefers the option of typing, but young people are increasingly used to interacting vocally with their devices.
And there are also chatbots, applications designed to simulate human conversation and learn from their interlocutor (tone of voice, topics of conversation, questions asked…) so they can provide increasingly well-targeted answers.
Not to mention self-driving cars
In a word, the future is still there to be written—sorry, coded.

Thesis Award “SOM for SDGs: Thesis aimed at Sustainable Development Goals” 

The School of Management of Politecnico di Milano promotes the principles of responsible and sustainable management in all its programs, and supports learning and research activities consistent with the 17 Sustainable Development Goals (SDGs) of the Agenda 2030 of United Nations. In this context the award “SOM for SDGs: Thesis aimed at Sustainable Development Goals” has been created.

Thesis or dissertation submitted should represent a contribution to solve the current social challenges and identify models of sustainable development in terms of environmental, economic and social impact.

The call targets students who have obtained a Laurea Magistrale or Laurea Specialistica or V.O. in Management Engineering at Politecnico di Milano from November 2018 to October 2019.

Deadline for submission: 9 October 2019.

 

For more information please download the call at https://www.som.polimi.it/albo-e-bandi/

 

https://www.som.polimi.it/albo-e-bandi/

From e-commerce to omnichannel marketing

 

Customer needs and business opportunities
Manuela Balli, Adjunct Professor at MIP, and Giulio Lampugnani, Head of FBA seller services for Amazon, explain why the integration of online and physical sales channels is a winning strategy.

The time of conflict between digital and brick-and-mortar stores has passed. The future of e-commerce is omnichannel. If properly developed, it a virtuous model, but also one of notable complexity, emerging as a response to the recent trend toward multichannel purchasing behaviours by customers. One figure stands out clearly: according to a survey by the Osservatorio Multicanalità of the Politecnico di Milano, 67% of Italians above the age of 14 have adopted a multichannel buying approach.

Digital and retail: a necessary alliance

«Today, for example, customers have learned to seek product information in brick-and-mortar stores and then complete the purchase online, or vice versa: generally speaking, the two channels are used in a seamless manner, depending on specific needs», explains Manuela Balli, Adjunct Professor at MIP. «In such a scenario, company synergy and consistency become key factors. The omnichannel approach demands a cooperative, collaborative model. There might initially be conflicts between digital and retail, perhaps caused by pricing, advertising, or responses to various external stimuli. But we have to find a solution in line with the overall company strategy. Companies’ competitive edge will be determined by the response to this challenge».
The goal is to create an impeccable buying experience at every step of the way. As Manuela explains, luxury companies provide an excellent example: «In this sector, the logic behind customer experience is enhanced. The consumer has strong expectations all along the process. To meet them, it is necessary to analyze consumer behaviour, identify the rationales behind new buying behaviours, and focus on customer relationship management».

The Amazon model

New strategies based on new tools – namely, digital channels – are actually grounded on a proven principle: the key importance of the customer and their satisfaction. Amazon is certainly an example of success here. According to Manuela, «Amazon is an example of reverse business development. They started in the digital and then decided to develop brick-and-mortar stores in an omnichannel orientation».
Giulio Lampugnani, Head of FBA seller services for Amazon, also confirms this approach. «To grasp exactly why our company has set out to develop physical stores, it is important to understand the three tenets that have guided our company since its birth: the first is to offer customers the broadest selection of products possible; the second is to offer them at the lowest price possible, and the third is to provide the most convenient service possible».
It was this last tenet that led to Amazon’s decision to develop brick-and-mortar stores. «We realized that it was better for customers to have the choice of purchasing some products in person», explains Giulio. «We started with Amazon Books and Amazon Go, two chains where we have sought to replicate some of our most distinctive online mechanisms. In the bookstores, for example, we have paired each book with a display showing customer reviews, this being one of the most disruptive elements introduced by Amazon. In Amazon Go outlets, on the other hand, we chose to replicate the simplicity of online shopping: no cash registers, no lines. The customer makes the purchase with one click».

More digital, more Made in Italy

Giulio Lampugnani goes on to explain that Amazon also generates momentum for companies that would like to implement an omnichannel strategy abroad. «Amazon is an international showcase that can be leveraged as a development channel to generate brand visibility while working toward a second stage that may involve opening a brick-and-mortar channel».
This is a great opportunity for Italian businesses, as well as one of the reasons that prompted Giulio to accept an invitation to be guest lecturer in the course led by Manuela Balli titled “Developing e-Commerce Revenues through Omnichannel Marketing”, which will be held at MIP on October 29, 2019. Giulio closes by saying, «We care about the growth of Italian companies. The level of penetration of e-commerce in the retail market in Italy is still around 7%, whereas in the United Kingdom the figure has already reached 19%. Once we have bridged this gap, Italy will be able to showcase a much more powerful commodity, that is, the Made in Italy brand».