SEARCH IN IDEAMAGAZINE.NET

 

 CULTURE AS AN ADDED-VALUE FOR ENTERPRISES
 Interview with Paolo Targetti


What's Targetti? What's its production sector? And in what market segments is it set?

Targetti is a historical firm which has been working since 1928 in the production of illuminating bodies intended for architectural illumination.

Globalised market today is a recurring expression. How is a firm which has such a specific production as Targetti related to the globalisation phenomenon?
Targetti faced the globalised market starting, more than 25 years ago, to attend markets of countries like Germany, France, United States, Brazil and Hong Kong. During these 25 years we haven't done anything but investing in research, development of new products and innovation to improve our competition ability which appears to be excellent today like it was then.
At the same time we tried to increase this competing ability developing sections with some particular specific competence within the group and acquiring new very specialised societies which work in some peculiar sectors of the market, like the illumination of luxury hotels, offices, worship places, cinemas, theatres, and touristic areas.


Does the success of a production line depends more on the intuition of the designer or on the marketing strategies of the firm?
The success of a line of products depends on many different factors but especially on balance and coherence.
It's impossible to find a good design without a good technology and we can't forget the functions of every device, neither neglect the aspects linked to the science of vision. The success of an idea is determined by the harmonising of these factors.


We are witnessing the attack of Great Organised Distribution. Can this excessive commercial power influence the production lines of the firm?
We see the activity of great organised distribution as a great opportunity which has an absolute necessity of the action that manufacturing enterprises like ours do on the market to direct it, influence it, and train it.

Targetti has recently obtained an important acknowledgement like the Guggenheim award. How can the participation to cultural events be linked to the firm's strategies?
Culture will influence the activity of all the firms of 2000 in a determinant way. This is our thought and, coherently with this idea, we're pursuing programmes whose value, luckily, has already been appreciated publicly. According to this, the Guggenheim award is an explicit acknowledgement of our commitment.

Targetti Sankey SpA
Via Pratese, 164
Tel. +39/05537911
Fax +39/0553791266
www.targetti.com
targetti@targetti.it
Text by:
Barbara Giannessi

I.
II.
III.
IV.
V.
VI.

In cooperation with:
M.Angeles Fernández Alvarez
Elena Granchi





TOP