Creatività nell’industria alimentare: innovazione ed esporta- zioni nel settore dei formaggi nel ’900

[Autom. eng. transl.] The food sector is characterized by a high level of competitiveness and, therefore, food companies must continuously adopt innovative strategies to remain competitive on the internal and external market. Italian dairy products are among the most exported foodstuffs in the world and companies operating in this sector have already equipped themselves with competitive tools since the early twentieth century to cope with high internal and external competition. For some time now, literature has recognized the strategic value of brands and brands, which have become fundamental intangible assets to protect products and their production processes. On the one hand, they protect against imitation and counterfeiting, in the case of the product. On the other hand, they are guarantee instruments for investments in innovation and development of production processes. In the last century, Invernizzi, Locatelli and Galbani ranked among the top of the national dairy industry, especially after the Second World War. Each of these companies has used brands and brands to support and strengthen their position in the national and world market. In addition, entrepreneurial creativity is linked, and it is a trait that all these experiences have in common, with an identity of a family business with a role of particular figures: those of the founders. In summary, the factors that characterized the development path were: product and process innovation, branding strategy and, finally, the modernization of product storage and packaging systems.