Archivio per mese: Ottobre, 2015

Perché la Lean Start-up non ha cambiato tutto

Reading time: 9 Minutes

28 Ott
28/10/2015
Foto del profilo di Cinzia Parolini

by Cinzia Parolini

SDA Professor of Strategic and Entrepreneurial Management

Negli ultimi anni è andato crescendo fra le start-up della digital economy un movimento (il Lean Start-Up Movement) secondo il quale la chiave del successo di una nuova iniziativa imprenditoriale non passa attraverso la scrittura di business plan, ma testando direttamente il mercato con un “minimum viable product”, innescando così un processo di apprendimento e miglioramento continuo (validated learning process). Nelle parole di Steve Blank, dal suo articolo "Why the Lean-Startup changes everything" su Harvard Business Review (2013): 

“Launching a new enterprise has always been a hit-or-miss proposition. According to the decades-old formula, you write a business plan, pitch it to investors, assemble a team, introduce a product, and start selling as hard as you can. And somewhere in this sequence of events, you’ll probably suffer a fatal setback”.

Blank e Ries (autore del libro The Lean Start-Up) affermano di avere trovato il "Santo Graal dello start-upper", la formula che consente di ridurre la rischiosità del lancio di nuovi business, proponendo una metodologia che favorisce la sperimentazione rispetto alla pianificazione, il feedback dei clienti rispetto all’intuito e il design iterativo rispetto al design realizzato up-front, prima di lanciare il prodotto o servizio sul mercato attraverso. Una prospettiva che ha senz'altro avuto un impatto molto diffuso nello scenario delle nuove iniziative imprenditoriali, che, tuttavia, non è così dirompente come suggerito dai suoi autori e può essere applicata con successo solo in determinati contesti e se integrata con strumenti e modelli tradizionali. Vediamo perché, approfondendo nel dettaglio i due principali pilastri della Lean Startup: il business model canvas e il processo di validated learning.

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This is not a Fairy Fair. The fashion fair’s changing trends*

Reading Time: 7 Minutes

21 Ott
21/10/2015
Foto del profilo di Paola Varacca Capello

by Paola Varacca Capello

SDA Affiliate Professor of Strategic and Entrepreneurial Management

Fashion fairs are always hot. Not just because inside, under those spotlights, the temperature goes up. Most of the folks participating in these fancy events are inside-business operators, going there basically just for “real work”, like many celebrities. But there is still an interesting percentage of people who participate in these events because it is appealing to be photographed at the entrance of these events to end up in some kind of street fashion blog.

These fairs, that you might not have ever heard about, especially if you have no clues about what “cerulean” is, are crucial moments to spread new trends and progresses into the fashion world. Nonetheless, the industry is experimenting a progressive centralization of brand image as a space to communicate its marketing message, above of what is inside that space: clothes. A brand is not just a pair of shoes but it is the whole experience that comes with the presentation of these shoes. And fashion fairs are changing along with this pivotal shift.

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VIDEO: To sell or not to sell? Rethinking a family Legacy

16 Ott
16/10/2015
Foto del profilo di Paolo Morosetti

by Paolo Morosetti

SDA Professor of Strategic and Entrepreneurial Management

In 1850 the Gancia family created the first Italian sparkling wine using techniques from champagne production but with a different wine base. In 2011 they sold their legacy to Russian Standard. Was this the end of an entrepreneurial tradition?

In this interview Edoardo Gancia, now CEO at Cizeta Medicali and Paolo Morosetti, Director of the Strategic and Entrepreneurial Management Department at SDA Bocconi, share what happened behind the scenes: how a family member was able to learn from previous experiences and continue his entrepreneurial journey in a new industry for the wealth of future generations.