ITALIAN CREATIVITY  2.0

HOW TO DEVELOP ITALIAN CREATIVITY THROUGH  NEW PARTICIPATORY MODELS


“Winning companies today have open and porous boundaries and compete by reaching out their walls to harness external knowledge, resources and capabilities… Collaboration and openness are more art than science” (D. Tapscott e A.D. Williams, Wikinomics 2.0)

A presentation of a series of case studies on Italian Open Innovation, to take stock of the latest trends in Business Culture and to provide knowledge and opportunities with regards to advanced business models, valuing first of all the ideas, quality and creativity that are the basis for innovation: from corporate “social” communications to Enterprise 2.0, how do new “open” business models spread in Italy?
We will take a close look at the management and production chain of companies, in order to identify the distinctive features of innovative models, to assess their strengths and weaknesses, and to highlight how in this evolution the primacy of Italian creativity can become a powerful drive that can revive all areas of the Italian business world.

Collaborative models derive their strength especially from the gratification that individuals gain from taking part in the creative process. The very successful Italian entrepreneurial tradition, already based on managing and optimizing great creative capacities, is in the position to seize this significant opportunity.

Themes:
•    Crowdsourcing: how do the Web and new technologies enable new practices of shared design.
•    How does Branding appropriate “social” tools belonging to Web 2.0
•    What are the new business models created by the spreading of open-source technologies? What are the advantages and disadvantages?
•    How are open practices, which imply a creative process, adopted by Italian creative businesses?

Case histories:
•    Open Source Technology – Arduino Case History – A worldwide success that started in Italy.
•    Open Innovation – from Enterprise 2.0 to Business Social Networks  – The Telecom I Think platform adopted by Cross Creative, the new company dedicated to new media,  socializing and branded content.
•    Italian Case Histories: Brand 2.0

The following were invited:

Massimo Banzi - Thinker.it - the Arduino case
Salvo Mizzi     - Head of Internet Media & Digital Communication, Telecom Italia - UStation and IThink    
Davide Bartolucci, Founder and CEO, Shado.Tv - Cirkus
Stefano Mainetti - Politecnico di Milano – Enterprise 2.0
Riccardo Luna – Director, Wired magazine Italy