Il Made in Italy: la politica della qualità come strategia concorrenziale

Abstract

The "Made in Italy" has taken the contours of a real brand, known worldwide and synonymous with high quality, specialization, elegance and personality of the products. It was, therefore, strongly warned the need to protect the "Made in Italy" from possible counterfeiting, as the false "Made in Italy" and the phenomenon of Italian Sounding strongly damage the Italian economy, becoming, sometimes, also dangerous for the health of consumers. This thesis aims to highlight the potential of quality agri-food products, demonstrating how quality can be a winning competitive strategy to allow SMEs to compete in the global market. Through a careful examination of the European and national legislation of reference, the opposing guidelines that characterize the production and marketing processes of quality products are highlighted, sometimes aimed at encouraging the internationalization of production, sometimes at protecting local products. In light of this, it seems right to look overseas, in particular at the United States, one of the countries that most appreciates and at the same time imitates the food products "Made in Italy". [...] [edited by Author]