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QUESTA Sì CHE E’ INNOVAZIONE

Questa va raccontata. Leggo dal Corriere Economia di oggi. Luxottica lancerà l’anno prossimo  i Googleglass, occhiali tecnologici con i quali (presumo) si potranno leggere informazioni direttamente attraverso microschermi riceventi collocati da qualche parte sullo stesso telaio.

Luxottica é un tipico caso di azienda che ha saputo superare la crisi. Dapprima attraverso l’espansione verso i paesi in via di sviluppo ed ora  con l’innovazione, quindi con il riposizionamento di prodotto. Questa volta non si tratta di un puro riposizionamento d’impresa, come vorre la teorica, lo é in parte.

Da notare che Luxottica fattura 7,1 miliardi di Euro, più del doppio rispetto a  dieci anni fa.

Le evoluzioni del riposizonamento di prodotto, quindi marketing, sono state le seguenti: da occhiali da vista, quindi sanitari, é passata agli occhiali di lusso, ad esempio acquistando Ray Ban. Adesso passa al riposizionamento tecnologico con il lancio dei Googleglass.

Che il riposizionamento sia stato di prodotto  é di fatto limitativo. Quando parecchi anni or sono il fondatore e proprietario della Luxottica inseì nella sua azienda lo fece investendo intellettuali. L’attuale  CEO di Luxottica Andrea Guerra entrò in Luxottica nel 2004, all’età di 38 anni. Egli fece un investimento in capitale intellettuale.

Riporto dal testo del Corriere Economia: L’annuncio del passaggio di Guerra da un’azienda (Merloni) all’altra (Luxottica) aveva destato sorpresa. Allora Andrea Guerra avevaa 38 anni. Quella operazione ha suscitato stupore, ma segnò l’inizio di quella separazone tra propriatà e management che il titolare aziendale Del Vecchio aveva annunciato di voler mettere in pratica.

Se poi si analizza  la vicenda Luxottica dal punto di vista teorico ci si rende conto che é da manuale. Se, come ho scritto nell’ultimo  mio Post la competitività si ottiene attraverso l’innovazione tecnologica, in Luxottica si é fatto esattamente questo. Non solo, ma ci si é indirizzati verso la soddisfazione di aspettative di qualcosa di tecnologico che faccia la differenza,  tipiche di questa fase storica del Marketing. L’innovazione non é avvenuta solo in tecnologia pura, ma anche in capitale intellettuale.

Alla faccia di quei i manager ed imprenditori che sono riluttanti verso l’innovazione tecnologica.

 

 

 

 

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