On March 22nd, Lucio Lamberti, Marketing Professor at MIP Politecnico di Milano, is flying to Hong Kong to deliver a seminar at the Hong Kong Polytechnic University about the “Italian Way”.
Actually, “Made in Italy” has become a sort of brand, synonymous with high quality and aesthetic appeal. Professor Lamberti will discuss with executive students and Alumni from both PolyU and MIP about the cultural origins of the peculiarities of the Italian way to excellence.
“The excellence of “Made in Italy” comes from the tradition, the dedication and the passion Italian manufacturers take in what they to. This “Italian Way” represents a valuable plus” – Lucio Lamberti, Associate Professor of Multichannel Marketing at Politecnico di Milano
Some characteristics, typical of Italian people, influenced the way the business environment and the landmark brands developed in Italy. The analysis of these traits will represent a valuable tool to understand the strengths and weaknesses of the Italian companies and their compatibility with other business environments, such as Asia and China.
This seminar represents also an important moment of networking, as PolyU belongs to the MIP International network and is member of ACE Alliance, whose chairman is Andrea Sianesi, MIP Dean.