CONFERENCE

INNOVATION AND DESIGN as competitive levers for growth among mid-sized businesses

22-11-2006
2.00 PM
PALAZZO MEZZANOTTE CONGRESS AND TRAINING CENTRE
Piazza Affari, 6 / Milan

Italian businesses are facing a crossroads: either to grow or to settle for a niche position. Launching innovative products that put together physical dimensions and performances of the product with its immaterial aspects (interface/modality of interaction and symbolic valence), with the aim of creating “memo¬rable” experiences may constitute the right answer. These memorable experiences are the kind that spur the consumer to pay a higher price, establishing customer loyalty mechanisms and generating word-of-mouth, both marketing instruments that are proving increasingly efficient as a way to quickly expand client bases with limited investment.