58 Конкурентные стратегии и тактики Giusti N., Associate Professor of Organization Studies Management Department, Bologna, Italy, nicoletta.giusti@unibo.it DIFFuSe enTrePreneurSHIP anD THe VerY HearT oF «MaDe In ITalY», For FaSHIon anD luXurY GooDS «Made in Italy» is a worldwide label for fashion and luxury brands. <...> It suggests top quality as well as a sense of distinction and it is closely linked to famous brand names as well as entrepreneurs like Giorgio Armani, Miuccia Prada, Gianni Versace. <...> Nevertheless, behind the sparkling names, made in Italy hides a set of entrepreneurial forms that are at the heart of peculiar Italian savoir-faire for fashion and luxury goods and that were, indeed, at the heart of the economic development of the country. <...> Design, production and distribution of fashion and luxury goods in Italy have solid foundations in a diffuse network of independent enterprises that ensured economic and cultural development and innovation. <...> The free, yet coordinated, initiative of small entrepreneurs, firmly rooted in the traditional structure of the Italian society, constitute the economic and social fabric behind the success of some of the well known large groups of the high end of the fashion and luxury system. <...> The development of fashion and luxury sector is also well representing the dynamics of the growing economies (Veblen, 1899; Fallers, 1954) and provides the opportunity to investigate the relation between creative and productive issues because of the complex and non separable dynamics among design, production and distribution. as widely recognized (White, 2000), Italy has a leading place in the global system of fashion and luxury products and «Made in Italy» become one of the most worldwide difСовременная конкуренция Конкурентные стратегии и тактики fused labels, conveying good taste, distinction and quality of the products. <...> The history of fashion and luxury industry in Italy is a story of entrepreneurship, intended as risk taking and innovation, and it is very closely connected with the development of the Italian economy and society (brusco, 1982). <...> The enterprises producing fashion and luxury goods played an important role in the transition from a rural, largely underdeveloped country, to an industrialized, G8 country (bagnasco, 1977; brusco, 1982), following the rationale of the american intervention in the Italian economy (Marshall Plan) after the Second World War (White, 2000). <...> This form of development leaded to the rise and success <...>