Cultural Value Chain: Model Strategies for Activating Cultural Value in Made in Italy Goods and Services

Losciale, Piera and Di Roma, Annalisa and Scarcellia, Alessandra and Ricci, Marina (2025) Cultural Value Chain: Model Strategies for Activating Cultural Value in Made in Italy Goods and Services. In: P/References of Design. Cumulus conference proceedings series, 1 . Cumulus Association, Moholy-Nagy University of Art and Design Budapest, Budapest, pp. 947-963. ISBN 978-952-7549-03-5

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Abstract

The research is part of 'Made in Italy circolare e sostenibile' macro-project, financed by PNRR, with the objective of promoting innovation in Made in Italy production chains. The 'New and consumer driven business models for resilient and circular SCs' project aims to develop circular and resilient supply chain strategies to support the furniture sector. The contribution presents the first outcomes of the Cultural value chain. From local traditional production districts to a new country of origin effect' project, focusing on the discipline of design and its critical role in the cultural valorisation of goods. The objective is to identify a strategic design-driven approach to support the competitiveness of local production systems by valorising the identity of culture-based products and services. The concept of the cultural value chain emerges as an interpretative key, placing cultural value inside supply chains. The research investigates the change in the Italian manufacturing sector, emphasising the reconfiguration of industrial districts and the innovative impact of the digital revolution; in fact, the decentralisation of production phases by leader companies activates possible innovative dynamics in the industrial context and presents opportunities for micro-enterprises. In particular, the research focuses on the context of the wood-furniture supply chain in the Apulia, with a specific attention on the upholstered sector, presenting case studies to support the critical reasoning exposed. The discussion highlights the need to shift the focus towards social and cultural well-being, with design called upon to support socially sustainable enterprises. The thesis argued is that design should assume a central role in the development of new design strategies oriented towards the cultural value chain, considering cultural capital as a key element for the competitiveness of local production chains.

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