Design come imprenditorialità culturale

The Italian Design has been rather successful in the past and has bet on an original mix between aesthetics and hand-made practices rooted in industrial districts. The competitive scenario is undergoing a deep transformation at the global level, since design is becoming more democratic and globalization is changing the geography of sourcing. This transformation challenges the Italian design and the competitiveness of industrial districts. In order to manage these challenges we think that a review of the concept of design is needed. On the basis of a research we conducted on leading firms within industrial districts, we propose a definition of design as a cultural project that firms want to pursue. In this perspective design becomes part of a narrative process between the firm and its customers, contributing to transform product innovation processes as well as the management of distribution networks and communication processe