Dinamiche innovative nell’industria del tessile tecnico italiano: orientamenti strategici e logiche di mercato

This article explores how Italian companies in the technical textiles sector develop their innovation and sustainability strategies in a context of increasing technological and environmental complexity. This study is based on a qualitative multi-case study of companies operating at various stages of the supply chain. The study identifies common trends and strategic patterns that characterise the sector. The findings indicate that innovation is seldom radical in nature, but rather, it emerges from a gradual and interactive process entailing adaptation of both products and processes. The concept of sustainability does not manifest as a regulatory imperative; rather, it is employed as a selective and pragmatic strategy, implemented in instances where it is compatible with functional performance and market requirements. In the contemporary business landscape, there has been a discernible trend of companies transitioning from a product-centric model of operations to one that is increasingly focused on the delivery of customised solutions. This shift in focus is accompanied by a notable emphasis on the cultivation of technical relationships and the initiation of collaborative development initiatives with their customers. This shift is indicative of the transformation of industrial marketing into a relational and value-oriented function. The present study makes a contribution to the existing literature on business-to-business marketing and sustainability-oriented innovation, offering insights into the manner in which specialised industrial companies integrate performance, customisation and environmental responsibility into coherent strategic frameworks.