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Murano Glass Cluster. MICROECONOMICS OF COMPETITIVENESS. CHACON, Eduardo DRAKE, Emily MAIOR, Daniel ROBINSON, Diane TREMBINSKI, Kristen. MBA 2011. Under the Supervision of Professor Ingo Böbel , PhD. Italy. Total Area: 301,333 km² Neighbors: France, Switzerland, Austria, Slovenia

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Murano Glass Cluster

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Murano glass cluster

Murano Glass Cluster

MICROECONOMICS OF COMPETITIVENESS

CHACON, Eduardo

DRAKE, Emily

MAIOR, Daniel

ROBINSON, Diane

TREMBINSKI, Kristen

MBA 2011

Under the Supervision of Professor Ingo Böbel, PhD


Murano glass cluster

Italy

  • Total Area: 301,333 km²

  • Neighbors: France, Switzerland, Austria, Slovenia

  • Languages: Italian (primary), German, French, Slovenian

  • Religion: 90% Roman Catholic

  • Population: 61 million

    • Median age: 43.5 years

    • Population growth rate (2011): 0.42%

    • Birth Rate: 9.18 births/1000 people (lowest in Europe)

  • Main Exports: machinery, transport equipment, chemicals, clothing and wine

  • Government: democratic republic

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Veneto

  • Total Area: 18,399 km²

  • Population: 4,931,430

  • 8th largest region in Italy (out of 20)

    • 3rd wealthiest

    • One of the most developed and industrialized

    • Most visited: 60 million tourists/year

    • Most productive agricultural sector in Italy

    • One of Italy’s most important wine growing areas

    • Strong fashion industry

  • Independent state: Venetian Republic

  • One of the greatest immigrant-receiving regions in the country

    • 454,453 foreigners (2010) – mainly Romanian & Moroccan

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Italian Economy

  • GDP: 1.782 trillion USD (2010)

    • GDP per capita: $30,700 USD (2010)

  • Labour force: 24.97 million people

  • Unemployment: 8.4% (2010)

Trade: U.S & other EU countries

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Venetian Economy

GDP: €121,113 million

24,000 companies (metal & mechanics)

Capital Goods: hide tanning, marble & granite

GDP per capita: €30,038

Agriculture and food industry

Consumer Goods: Clothing, footwear, eyewear (80% of all Italian eyewear manufacturers), furniture, art of goldsmith

Major contributor to GDP of Italy

132,500 artisan companies

3.5% unemployment rate (2008)

Metalworking, building, fashion, glassware, artistic ceramics

Tourism = +€10mi to Venetian annual income

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Murano Glass Cluster

  • Factories and family owned/operated studios

  • Pride in heritage >>> Rivalry

  • Century-old technique (lampworking)

  • Main purchasers

    • Tourists

    • Architects and interior designers

    • Museums

    • Restaurants

    • Large corporations

  • Cheap knockoffs (China)

  • Low-cost/good quality products

  • Historical focus on neighbours as competitors

# OF GLASSBLOWERS

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

  • Mission

    • To promote Murano trademark worldwide

  • +50 glass producers consortium (1985)

  • Trademark (1994 law)

  • MuseoVetraio

  • Murano Glass art schools

    • Craftsmanship from generations

    • Short-term courses

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Factor Conditions

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Demand Conditions

Country of origin (fashion, design)

+60% of Murano glass products

9

MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Historical Evolution of the Cluster

  • 15th & 16th centuries

  • Cristallo: process of making clear glass

  • 20th & 21st centuries

  • Great production

  • Worldwide recognition

  • The Glass Museum

  • 8th century:

  • Venice as prominent glass-manufacturing center

  • 1200’s:

  • Trade association

  • Glassmakers Guild

  • Importation law

  • Murano as a premier glassmaker

  • 17th century

  • Slow decline: competition from England, Bohemia and France

  • 1854

  • Antonio Salviati

  • School for glassmakers

  • Archive’s exhibition

  • 18th & 19th centuries

  • Increasing competition with new techniques

  • Worsening political climate

  • New laws: more expensive importation and exportation

All furnaces used for glassmaking were required to be moved from Venice to Murano:

- Risk of fire or secret protection?

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Cluster (under)Performance

World renowned brand in decorative glass

Competition led to stagnation

Trade domination

Domination built only on monopoly of know-how: instability

Geographical integrity

Isolation and island size limitations

Intensive touristic activity

Tourism as a vulnerable industry

Open integration (Vitrino Artistic Murano)

No cooperation among the companies; calcified ideas

Glass school

“The only way to learn is through apprentice”

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Cluster Competitiveness

Veneto: 3rd most wealthiest region in Italy (GDP €139bi)

45 recognised clusters and mega-clusters

Exports increased 150% in the last four years

Veneto Development Model

Strong social cohesion: political and economical

Incentive to wider use of communication technologies – 2000

Veneto Net Goal 2006: Net Globe and E-Cluster

Exports decreased 25% in 2009

Relocation of factories to Eastern Europe (high costs)

Small size of Venetian companies: innovation and R&D

Establishment of SME’s

Traditional products/methods and technology

Globalization and adaptability to changing markets

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

Recommendations

1. Apprentice programs in the glass schools

2. Articulated aspiration to quality and rigorous marketing

3. More strict monitoring of standard and sales venues

4. Increase cooperation among companies

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MURANO GLASS CLUSTER | INTERNATIONAL UNIVERSITY OF MONACO – MBA 2011


Murano glass cluster

[email protected]

  • [email protected]

  • [email protected]

  • [email protected]

  • [email protected]

CHACON, Eduardo

DRAKE, Emily

MAIOR, Daniel

ROBINSON, Diane

TREMBINSKI, Kristen

MBA 2011

Q&A

Thank you.


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