After The Three Italies Case Study

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Mateo Proietti Professor Keenan English 110 10 November 2014 Annotated Bibliography Dunford Michael and Greco Lidia. After the Three Italies: Wealth, Inequality and Industrial Change. India: Blackwell Publishing, 2006. Print. The book offers a study on the economic and industrial changes in Italy, focusing on the competition and inequalities between North, Center and South. Chapters 7 and 8 are the interesting ones about my topic, which is FIAT (Fabbrica Italiana di Automobili Torino). The prestige of this car industry is shown with data, numbers of employees in different years, the amount of manufactured cars and statistics. Due to the fact that FIAT played an important role in the automobile industry, the story of car producers in Italy is, in a sense, the history of FIAT itself. The developments started in Piemonte, Turin, but after financial losses, FIAT invested in the South and in the Center of Italy. Moreover, the Industry acquired Lancia, Alfa Romeo and…show more content…
The mental processes of consumers depends on personal experiences, cultures and races. However, according to the chapter “Mental Processes”, culture is learned behavior. Indeed, how people see things differently change in relation to different ambiences and countries. Thus, FIAT could have seen differently in different nations. Moreover, television, which is the most used medium to advertise cars. For many Chinese a car is still not possible, whereas owning a television is important to show a successful personal image or using it for karaoke. Also promotions vary across cultures. For example in the United States coupons are very common, while in Hispanic countries they are a proof of belonging to a lower social class. Furthermore, in Korea coupons mean embarassement. The reaction of consumers to a product depends on the evaluation of the advertising (“Consumer Behavior
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