Pianoforte Group: Una storia di successo dei marchi Carpisa - Yamamay - Jaked ispirati alle origini del pensiero economico dell'Economia Civile

Following the path taken with LIUC Paper nr. 275 last year, the present work aims to go deeply in the analysis of the origins of the social science called Civil Economics and the cultural background where it was generated in the mid of the 18th century. The economic model proposed by this School, born in the Naples’ area, was the outcome of a series of studies in the field of philosophy, politics and law lead by illuministic representatives like Vico and Filangieri. This cultural background allowed A. Genovesi to launch the first faculty of Economics in the world. Filangieri, in particular, proved the necessity of limiting the State intervention in economy and business organization to few laws directed to avoid unfair behaviors. Genovesi asserted the importance of values like mutual confidence, respectful relationships and ethical behavior to create the favorable background for individual and general development. Both of them recognized the relevance of the human being and its social behavior in the organization of Economic policies, in order to find out the best rules and ways of creating general well-being. Quite a big difference in respect of the prevailing role played by financial markets and globalization in today’s economy. In line with this “social” approach to Economics, the paper goes further in analyzing the relationship between economic development and individual or collective happiness and the importance of investing in human capital and highly qualified competences for a sustainable economic development. The study tried then to answer to the following question: can these theoretical assumptions and findings have a positive application to the present economic and business organization? We found out that some medium-large companies originally established in the center-south regions of Italy had a greater success when they moved their headquarters to the north. A meaningful example is represented by Pianoforte Holding, owner of well-known trademarks like Yamamay, Carpisa and Jaked (lingerie, suitcases, sport garments), with several points of sale all over the world. Created in the Naples’ area by two families of entrepreneurs, this company represents a sort of meltdown of the tradition, culture and creativity of that area - where Civil Economics was born - and the opportunities offered by the soft and hard infrastructure of services developed in Lombardy, where the main operations are now situated. Preserving the original soul and values, but investing also in innovation and individual commitment, for example through a high level corporate Academy, this Group represents today a good case of valorization of cultural and knowledge diversities, in an ongoing search of shared excellence.