Italian Food & Restaurant Business

Introduction to the concept of Italian entrepreneurship. The strategic pillars of the Made in Italy brand. Crafting and entrepreneurial strategy; entrepreneurial mind and characteristics of the Italian entrepreneur in the food and restaurant business. Entrepreneurial process: from business idea to a new venture creation in the food and restaurant business. Business models and business plans in the food and restaurant business. The design process, from the idea to the product. Start-up process in the food and catering industry; product design, development; marketing and sales. Managing entrepreneurial resources vs challenges imposed by globalization and recurring crisis. Shifting into new markets. Trademarks, copyrights and patents. Sustainability & Innovation in the Italian food and restaurant business. The italian agri-food system. Products of designated origin. Distribution channels management in the food and catering industry. Consumer and market segmentation techniques in the food and restaurant business. Brand image management in the food and restaurant business. Open Innovation and co-creation of value with consumers in the 21st century. Social Media and digital reputation in the food and restaurant business.