Innovazione, crescita dimensionale delle imprese e politiche industriali nei settori tradizionali

Abstract

The focus of this paper is the link between firm's growth and innovation. Radical product innovation is more difficult in traditional industries. In these industries firm's growth is typically fuelled by a more broad innovative activity that include marketing innovations such as branding, advertising investment, development of new distribution channels. Successful competitive strategies in mature sectors (IKEA is a typical case) are often based on innovative marketing strategies which expand potential demand. These conclusion may have implications in terms of industrial policies. Italian industrial policies have usually been oriented toward technological acquisition and adoption even in traditional sectors. The Swedish experience of promoting marketing and communication innovation especially among SMEs is an interesting case to consider.