The Motor Valley ClusterFernando G. Alberti, Jessica D. GiustiInstitute for Entrepreneurship and Competitiveness - LIUC – Università Cattaneo

THE CASE • 8000firms,20kworkers,10%ofRegion’sexport• Geographicalareais22.456,46sq.kmwideResidentpopulationof4.432.418inhabitants• 35millionnightsspentbyresidentsandnon-resident,EmiliaRomagnaisthe7thEuropeanregion,butfirstinItalyifweconsiderthenightsspentinhotel• 27.220.385residents’nights,intheregionhasthehighestshareinItaly(15%)ranked2nd inEurope

THE CASE • Famousmanufactures:Ferrari,Lamborghini,Ducati,Maserati,DeTomaso,Dallara,Malaguti,Pagani,MotoMorini,Minardi,Minarelli,ToroRosso,Bugatti,Reggiani.• 13corporateandindustrymuseumsand11privatecollectionsinthemotorindustry• 4sportcircuits,11kart-dromes,188sportclubs• Worldfamoussportevents:Motorshow,F!,Superbike,Millemiglia …)

THE PURPOSE• Thefocus ofthestudyisonhowtourismandculturalheritagemayengageinavirtuouscircuitwithinclusterarrangementsforregionalcompetitivenessandthusprosperity.

• Thecaseshouldbeusedtopresentapeculiarapproachforwhatconcernsclustergovernanceandasuccessfulexampleoforganizationalstructuresforcompetitiveness:

The top-down and bottom-up mix leveraged the cluster assets in a cicrcular way: both firms and local institution fuelled this virtuous cycle.

THE TEACHING PLANFIRST STEP: THE VIDEO

THE TEACHING PLANSECOND STEP: THE ASSIGNMENT DISCUSSION

Assignment Questions1. WhatisthecompetitivepositionofMotorValley?Whicharethemain

synergiessupportingtheclusterdevelopment?

2. HistoricallyhowhasMotorValleyorganizeditselfforcompetitiveness?Wherehastheclusterfocusedthegovernance?

3. EvaluatetheRegionalCompetitivenessPolicy.IsthistherightstrategyfortheMotorValleycluster?

4. Whatrecommendationswouldyoumaketotheclusterontheorganizationalapproach?AndtotheRegiongovernmentonthestrategy?

THE TEACHING PLANTHIRD STEP: THE CONCLUSION AND THE SUPPORT SLIDES

• Overviewofthecase

• Additionalinformationaboutthecase

• “Lessonlearned”forthestudents