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• A present with a great economical growth, tradition and excellence
• A future which opens to the international markets

This is confirmed by the qualitative research by Renato Mannheimer commissioned by Coca-Cola HBC Italia and ContourGlobal


Nogara (Verona), June 5th 2010 - Coca-Cola HBC Italia and ContourGlobal have commissioned a qualitative survey to ISPO (Italian institute for public opinion surveys) on the perception and image that some important entrepreneurs of the North East have towards the Region’s inhabitants: the strengths and weaknesses from an entrepreneurial and economical point of view, the challenges and opportunities that the North East will have to face in the future.

Individual in-depth interviews have taken place with those entrepreneurs that have their headquarter in the North East.

With respect to the population living in the North East, people interviewed confirm the classical perception as “great workers” as they have found in the industrial reality the only way of escaping the poverty of the territory and earn the right to be free from the influence of the great landowners. Great workers who rely on their own strength and once their trust is gained they are generous and available.

The North East is perceived as an area rich of small and medium companies which were established and developed from the sixties, an area which is the protagonist of a great evolution.

In particular, the strengths which are acknowledged to the North East are:

• the great economical growth, which brought wellbeing and wealth;
• the “carpe diem” ability in the economical and entrepreneurial sphere;
• tradition and excellence.

The weak points of the North East are mainly attached to the caution in opening to international markets and of “making a system”. Another emerging element is the strong presence of “dominus”: that is a patriarchal or proprietorial run Company not yet placed side by side by a managerial structure suitable to its growth.

The interviewees have clear ideas on what it is needed in the North East for a growth of the territory and of all its economical and entrepreneurial activities.

In the next future the North East will have to:

• valorise what has been built without remaining attached to the pomp of the past;
• be able to start a cultural revolution which unhinges the idea of “making money at all costs”;
• think about companies from an international and global point of view but keep the know how of the territory, maintaining the production’s core in Italy;
• develop "network building" capability, to be able to attain excellence and remain a competitive area;
• grow and prosper but with a precise political central plan which is able to consider the area’s specificity. There is a need to “restart” on new foundations with a political class interested in doing the best for the territory.

In conclusion, the North East appears as a territory with much potential but in which a change is necessary. The interviewees feel the need for a new culture, not only academic, able to connect the past to the present.
The North East is a rich territory which has experienced a great economical evolution, born from tradition which has become excellence in time, and this territory must cultivate and keep what was built, by creating a system, thinking globally and maintaining the “core” of its business.