This paper investigates how professionals within the Italian fashion industrycollaborate and communicate to develop the nation brand Made in Italy. Theproblem of brand confusion, which occurs when the different parties within anation does not cooperate towards a distinct brand message, is analysed.Based on a theoretical review of previous studies in nation branding,interviews and observations in the area of Florence and a desk study ofscientific papers, articles and literature, the model “The Nation Brand Tree”was developed. This was applied to the case of Made in Italy. Conclusions: Thecertification “100% Made in Italy” was proven to be an ineffective solution ofsaving the Italian heritage of craftsmanship and quality. The Italian nationbrand is currently being preserved by private investors, but there is a need forincreased governmental support to create a stronger and unified nation brandfor Made in Italy. / Program: Textilekonomutbildningen

La presente tesi si propone di comprendere come le organizzazioni chiamate ad agire in mercati complessi siano in grado di produrre, sedimentare, utilizzare, condividere e rendere disponibile la propria conoscenza. La ricerca si focalizza sulle organizzazioni creative legate all'artigianato d’eccellenza in quanto realtà ancora poco esplorate e all'interno delle quali il tema proposto è percepito in misura crescente. Dallo studio emergono due risultati significativi raggiunti grazie all’elaborazione di una review della letteratura e di un’indagine qualitativa condotta sul campo. Il primo risultato è la constatazione di un recente interesse da parte degli studi accademici per il tema della conoscenza e del suo trasferimento con riferimento alle industrie creative dell’artigianato d’eccellenza. Il secondo risultato mette in risalto la relazione tra trasferimento del saper fare e creazione di manufatti d’eccellenza, e riconosce il maestro d’arte come figura cruciale di questo processo di trasferimento della conoscenza (knowledge transfer) in quanto detentore di un sapere che costituisce ed alimenta il valore unico ed esclusivo dei manufatti. Il lavoro proposto riconosce quindi nel sapere dei maestri d’arte una risorsa cardine da valorizzare e trasmettere, in quanto leva di sviluppo di sistemi produttivi basati sulla qualità, sull’eccellenza e sulla differenziazione. / The goal of this study is to understand how organizations operating in a complex market are able to produce, leave sediment, use, share and make available their knowledge. The focus is on arts & crafts creative industries as still insufficiently investigated organizations, although the proposed theme is increasingly perceived. This study presents two significant results achieved thanks to a literature review and a qualitative field research. The first result is the identification of a unprecedented interest of academic studies for the issue of knowledge and its transfer relevant to arts & crafts creative industries. The second result focuses on the relationship between knowledge transfer and creation of artifacts of excellence. In this second part of the study, the craftsman is a critical factor in the process of knowledge transfer as holder of a knowledge which constitutes and nurtures the sole and the exclusive value of the products. In the present dissertation the knowledge of these craftsmen emerges as a key resource that must be valued and transmitted as lever of development of production systems based on quality, excellence and differentiation.

This master thesis deals with the role of Italian Chambers of Commerce within international entrepreneurial environment. An overall analysis of Italian entrepreneurial environment is elaborated in terms of macroeconomic indicators and their last development, investment environment and characteristic features of Italian economy. The thesis analyses the system of Italian chambers of commerce in Italy and abroad, their function and role within nowadays society and everyday life of Italian businessmen and their business partners. It describes the history of Italian chambers of commerce, introduces Italian chambers of commerce under the rule of law no. 580/1993 and deals with their authorities, financing and staff. It characterises also the Union of Italian Chambers of Commerce (Unioncamere) and representation of Italian chambers of commerce within the European Union and it deals with the activity of the Association of Italian Chambers of Commerce Abroad (Assocamerestero). On the concrete case of the Italian-Czech Chamber of Commerce in Prague it describes the specifics of the activities of this chamber of commerce.