Work Team


The Export Observatory is concerned with identifying the export models enabled by digital technology (that is, the set of commercial channels, logistics channels, marketing and promotional strategies, payment systems and actions to ensure compliance with matters of legislation, regulation and customs) and to encourage the diffusion of these models within Italian companies. The Observatory will therefore become a national point of reference for large companies, SMEs and public authorities.


The Observatory’s work consists of:

  • conducting field research involving personal interviews and surveys with main players in the field of export;
  • implementing numerous study cases on companies that have tested innovative export models, with the aim of sharing and spreading best practice;
  • organising two closed-door workshops to share the preliminary findings of our research and successful initiatives;
  • organising a public convention to present the main findings of our research, with round table sessions and talks given by major players from the export world;
  • writing a paper report containing the main results of the Observatory’s research and a series of digital reports that cover these topics in greater detail;
  • intensive media communication about the outcome of our research.


Research covers the following areas:

  • codify and organise the existing information concerning the volumes and value of Italian export flows;
  • break down export flows on the basis of type of transaction (B2C, B2B2C) and channel utilised (online, offline);
  • identify potential export models (for selected sectors and markets) where new technologies play a significant role, by analysing these five building blocks:
    • commercial channels;
    • logistics channels;
    • communications channels;
    • payment systems;
    • matters concerning legislation, regulation and customs.
  • identify and describe best practice for each of the identified export models


The boundaries of the research are:

  • product sectors analysed: Food and Fashion;
  • markets considered: China and USA.


The Observatory’s research is based upon an empirical analysis involving surveys, study cases and informal interviews with sector experts.


The Observatory also proposes to stimulate debate and dialogue on topics relating to export, through a community of C-level executives (an integral part of the Advisory Board) composed of:

  • Francesco Messina, Sales Manager – Agrimessina
  • Andrea Carau, CIO – Arborea
  • Alberto Luzzi, International Logistics Manager – Artsana
  • Enza Bassini, Marketing Director and Giovanni Martini, Director of Accounting – Auricchio
  • Fabrizio Alberton, CIO – Branca International
  • Marcello Messina, eCommerce Director, CRM, Web & Digital Marketing – Coin Group
  • Francesca Soprana, Global Head Online Business – Diesel
  • Andrea Casalini, CEO – Eataly Net
  • Donatella Paschina, CIO – Ermenegildo Zegna
  • Enzo Bertolini, CIO ­– Ferrero
  • Luca Zaglio, Supply Chain Director – Granarolo
  • Giuseppe Marconi, CTO – Gruppo Italiano Vini
  • Simon Pietro Felice, AD – Italian Wine Brands
  • Fabrizio Olivieri, CIO – KIKO (Percassi)
  • Giovanni Guarneri, Vice President of Operations – Latteria PLAC
  • Maria Odetti, Executive Assistant – Luisa Via Roma
  • Luca Vignaga, HR Director – Marzotto Group
  • Paolo Ganzerli, Export Sales Director – Parmareggio
  • Alessandro Vivaldi, Export Manager – Pastificio Giovanni Rana
  • Anna Righetti, Export Marketing Manager – Vicenzi Group
  • Andrea Bottaro, Export Manager – Italians at Viticultori d’Italia
  • Roberto Comina, Operation and IT Director – Tenute Salvaterra
  • Alberto Brenta, eCommerce, Digital & CRM Manager — Miroglio Fashion


Infographics 1
Infographics 25.02.2016

Export & Digital: not a bad combination!

Export Observatory

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Every year more than 300 companies join the Digital Innovation Observatories activities, getting in touch with the corporate, institutional and academic decision makers

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For further information, collaboration and support requests for the other researches of the Export Observatory, please contact Riccardo Mangiaracina (email: riccardo.mangiaracina@polimi.it) and Damiano Frosi (email: damiano.frosi@polimi.it)