Publications & Paper

Our experts frequently publish their views and insights on a broad range of topics. Presented below are links to our latest thinking.

Product Innovation – From the idea to the new product’s launch

Innovation from the time of Schumpeter is the engine of development. Now, in the overall transformation of society and economy, innovation is the key to success in any field. In particular, innovation is transversal to all companies’ activities and it has its central hub in the product. This book comes with a three-fold objective: first, to help students and managers to think about the issue and the importance of the strategic role of product innovation. Second, drive to the understanding of the dynamics that lead companies to be innovative with regard to customers and to create entirely new markets. Third, provide the tools necessary to manage the development of the new product from idea, to design, to testing needed to validate and then to evolve the innovative project at different stages, up to the market launch.


Salvatore Vicari, founder and partner di Valdani Vicari & Associati; Paola Cillo, Debora Raccagni


Business consulting – Studi economici e di mercato

Competitive Strategies. Manage the present while designing the future

If we want things to stay as they are, things will have to change.' from the Italian novel The Leopard, is the starting point of this book which proposes a new framework to effectively manage offensive and defensive marketing strategies. It reinterprets the competitive challenge as a circular journey, that is, an endless sequence of three competitive 'seasons'. The authors call them the games of movement, imitation, and position. Competitive seasons and their most effective marketing maneuvers are fully discussed with the support of figures, incidents, and almost 100 international examples. Altogether, almost 50 offensive and defensive strategies are presented.


Enrico Valdani, founder and partner di Valdani Vicari & Associati; Alessandro Arbore


Business Consulting