AdvanceDesign_Celaschi

1
Le culture del prodotto*
Flaviano Celaschi
1.1
Il futuro del prodotto
!"#"$%!"!#$%!&%'()%!*+,-.%/+$0+!/(*+'$%!,1+!%&&%'+!(22-!-$%*+2#%0%!%!'-3+00+'+!.#))+!
,(.+!*+)!&$%'(##%4!5)!.#(!%6#.(7!)8+..+'+!0'(&&(!,($*-9-($%0%!*%))%!'%2-($+!'%9-($%)+!,1+!
)%!,($$(0%7!%),#$-!*+,+$$-!*-!,'-.-!+&(,%)+!,(/+!,($*-9-($+!&+'/%$+$0+!%)!,($0('$(7!
)81%$$(!&('0%0%!%*!+..+'+!#$!:(,%6()(!,1+!0+.0-/($-%!#$!0+/&(!&'+,-.(7!;#+))(!*+))%!
<$+!*+))%!/(*+'$-0=4!>.%')%!?%!%**-'-00#'%!.+/6'%'+!%$0-;#%0+!)+!,($2+00#'+!%22+00-:%0+!
*%!;#+.0(!0+'/-$+4!@!#$(!.0'%$(!*+.0-$(!%$%)(2(!%!;#+))(!*+))%!&%'()%!&$%)%##%4!A(.B7!
-$!#$!'%2-($%/+$0(!-$0('$(!%))8%::+$-'+!&(0+$9-%)+!*+-!6+$-!.#!,#-!.-!,($,+$0'%!)8%2-'+!
*+)!*+.-2$+'!,($0+/&('%$+(7!,($0'%'-%/+$0+!%)!&%$#*$(+*,*-#.+,1+!-!0+'/-$-!&$%'(##%!+!
&$%)%##%!,($0+$2($(7!.-%/(!,($*-9-($%0-!+!?'+$%0-!$+))8#.%'+!+$0'%/6+!)+!&%'()+C!/"#"$%!
+!&$%)%##%4!
D($%)*!E4!F('/%$7!$+)!.#(!01+)(2.'-+)(1+/"#"$%!GHIIJK7!,1-%/%!%**-'-00#'%!L*-%:()+'-+M!
-!&'(*(00-!,1+!-!*+.-2$+'!.0%$$(!,($,+&+$*(!+7!*-!$#(:(!&+$.%$*(!%!,(/+!)8%#0('+!#.%!
$+)!0+.0(!-)!0+'/-$+!/"#"$%7!,-!:-+$+!*%!&+$.%'+!%!;#%),(.%!,1+!"!.-,#'%/+$0+!,(-$:()0(!
-$!#$%!,'-.-!.+/%$0-,%7!&'(&'-(!,(/+!%,,%*+!&+'!)%!&%'()%!&$%)%##%4!
F+)! ,($0+.0(! -$*#.0'-%)+! ,1+! 1%! 2+$+'%0(! -)! *+.-2$! ,(/+! 0+'/-$+! +! ,(/+! -$.-+/+!
*-! &'%0-,1+7! )%! &%'()%! &$%)%##%! -$*-,%! ,($! 2'%$*+! &'+,-.-($+! ;#%),(.%! *-! .(00+.(! %))+!
)(2-,1+!.0('-,%/+$0+!*+0+'/-$%0+!*+)!.-.0+/%!&'(*#00-:(!,1+!)(!1%!2+$+'%0(4!N+!:(2)-(!
0+$+'+!-$!,($0(!-)!,($.#/%0('+!&%')(!*-!/+',+7!.+!#.(!)%!&%'()%!&$%)%##%!/-!-$0+'+..%!
-$:+,+!*%'+!+$?%.-!%))+!,($*-9-($-!+!%))8-$-9-%0-:%!*-!#$!&'(*#00('+!,1+7!$+))%!0'%*-9-($+!
*+)!*+.-2$!)-6+'(!&'(?+..-($%)+7!"!-)!:+'(!,(//-00+$0+7!,()#-!*%)!;#%)+!&%'0+!-)!6-.(2$(!
*-!*-.+2$(!-$*#.0'-%)+3+#$!&'(2+00(!,1+!+.-.0+!$+))%!/-.#'%!-$!,#-!"!'-,1-+.0(!+!2(:+'$%0(!
*%))8-$*#.0'-%4
O%!$+)!L.#&+'-$*#.0'-%)+M!/%)*($%*-%$(!GPQJRK!0#00(!*-:+$0%!-$*#.0'-%7!-)!0#'-./(7!
!A($0'-6#0-!+!'-3+..-($-!&+'!)%!?('/%9-($+!*-!#$%!$#(:%!>$-0=!*-!S-,+',%!+!D-*%00-,%!G>*SDK!,1+!
(&+'%!-$0('$(!%)!0+/%!*+)!*+.-2$!*+)!&'(*(00(!%)!T()-0+,$-,(!*-!O-)%$(4
*
10 Capitolo 1
)%! ,#)0#'%7! )%! ,1-'#'2-%! +.0+0-,%7! )8+$0+'0%-$/+$07! )%! 2%.0'($(/-%! *-! ;#%)-0=7! 0#00(! .-!
('2%$-99%!&+'!*-:+$0%'+!/+',+!%00'%:+'.(!#$!&'(,+..(!&'(*#00-:(!,1+!$+!,($*-9-($%!)+!
&'+.0%9-($-!+!-)!,(.0(4!U!/+$0'+!0#00(!*-:+$0%!-$*#.0'-%7!)8-$*#.0'-%!.&%'-.,+7!(!/+2)-(7!
.-!%))($0%$%!*%!$(-7!$($!"!&-V!-)!)#(2(!$W!-)!,+$0'(!*+))+!*+,-.-($-7!/%!#$%!?%.+!$%.,(.0%!
+! .&(',%! *-! #$%! <)-+'%! &'(*#00-:%! *-.-$0+2'%0%! +! 2)(6%)-99%0%4! U! ,($! +..%! -)! *+.-2$+'!
.+/6'%!$($!:()+'!%:+'+!&-V!$#))%!%!,1+!?%'+4
U00('+! N(00.%..7! $+))%! .#%! #)0-/%! :-*+(! -$0+':-.0%! &#66)-,%0%! GHIIRK7! .-! ,1-%/%!
+.&)-,-0%/+$0+!?#('-!*%)!*-.+2$(!-$*#.0'-%)+P7!*-,+!*-!$($!+..+'+!-$0+'+..%0(!%!*-.+2$%'+!
&+'! )8-$*#.0'-%7! ;#%$0(! -$:+,+! &+'! )%! 2+$0+! +! %??+'/%! ,1+! -)! .#(! ,($0'-6#0(! "! .+/&'+!
%$*%0(! $+))%! *-'+9-($+! *-! L*+,($*-9-($%'+! -! &'(*(00-! *%))%! &'(*#9-($+7! *%))8-*+%! *-!
&(..+..(! ,1+! .&+..(! .(00+$*($(M7! *+,($*-9-($%')-! *%))+! .0'#00#'+! *+))%! .(,-+0=! *-! ,#-!
.($(! %/6%.,-%0('-7! &+'! ?%:('-'+7! %00'%:+'.(! 2)-! (22+00-! +! )+! %',1-0+00#'+7! )%! &'+.%! *-!
,(.,-+$9%!*+))+!&+'.($+!-$!;#%$0(!0%)-4
D+.-2$+'!+!&'(*(00(!,($0-$#%$(!%!'+)%9-($%'.-!0'%!)('(7!;#+))(!,1+!.+/6'%!'(/&+'.-!
"!-)!)+2%/+!0'%!*+.-2$+'!+!-$*#.0'-%H!+!0'%!/+',+!+!-$*#.0'-%X4!5$.(//%!.0-%/(!&%')%$*(!
*+))%! ,'-.-! *-! #$%! .0('-,%! '+)%9-($+! 0'-%$2()%'+7! -$*#.0'-%Y*+.-2$+'Y&'(*(00(7! +! *+))+!
,($.+2#+$9+!,1+!$+!*+'-:%$(4
1.2
Prodotto e Politecnico: un riesame?
Z%! .,#()%! *-! *+.-2$! *+)! T()-0+,$-,(! *-! O-)%$(! 1%! %&+'0(! -! 6%00+$0-! ;#-$*-,-! %$$-! ?%!
%))8-$0+'$(!*-!#$%!/+0'(&()-7!O-)%$(!%&&#$0(7!,1+7!&'-/%!?'%!)+!,-00=!-$*#.0'-%)-!-0%)-%$+7!
.0%:%!,(/&-+$*(!-)!.#(!0'%$.-0(!*%!,%&-0%)+!-$*#.0'-%)+!%!,%&-0%)+!*+))+!'+)%9-($-!&(.0Y
-$*#.0'-%)-4![#%$*(!$%.,+7!#$(!*+2)-!.,(2)-!,1+!&+'!&'-/(!2)-!.-!&%'%!-$$%$9-!"!-)!0+$0%0-:(7!
*%!&-V!&%'0-!0+$0%0(7!*-!'-$,1-#*+')%!$+)!0+''-0('-(!*+)!*-.+2$(!*+2)-!(22+00-!%))8-$0+'$(!*-!
#$!.-.0+/%!G;#+))(!&()-0+,$-,(K!,1+!,1-%/%!,1-%'+99%!(2$-!&(..-6-)+!.+/&)-<,%9-($+C!2)-!
-$2+2$+'-!.-!(,,#&%$(!*+-!&'(,+..-7!2)-!%',1-0+00-!*+))%!,-00=!+!-!*+.-2$+'!*+2)-!(22+00-4!E)!
! L\22-! :(2)-(! ,1-%/%'/-! *+.-2$+'! 0+('-,(! +.%00%/+$0+! ,(/+! ,8"! -)! <.-,(! 0+('-,(! ,1+! &+$.%!
%))%!<.-,%!+!$($!%)!&'(2+00(!&+'!%$*%'+!.#))%!)#$%4!T+$.%!+!.0#*-%!)+!)+22-!<.-,1+!,1+!.-!*+:($(!
,($(.,+'+!&+'!%$*%'+!.#))%!)#$%M!GN(00.%..7!HIIRK4
1
!5)!*+.-2$!$($!"!/%-!.0%0(!0%$0(!&+':%.-:(7!;#%$0(!)(!"!(22-4!5$!(2$-!.+00('+!+!-$!(2$-!&'(,+..(!
.-!&%')%!*-!*+.-2$7!/%!.+!&+$.-%/(!%-!&'(*(00-!1%'*7!%2)-!(22+00-!:+'-!+!&'(&'-!+!%-!)('(!$#/+'-7!
.,(&'-%/(!,1+7!%00#%)/+$0+7!)+!&+',+$0#%)-!*+))%!&'(*#9-($+!-$*#.0'-%)+!,1+!&%..%$(!&+'!)+!/%$-!
*+)!*+.-2$+'!.($(!#$%!;#(0%!-$<$-0+.-/%!'-.&+00(!%))%!.0'%2'%$*+!&+',+$0#%)+!*-!&'(*(00-!,1+!.($(!
-$:+,+!*-.+2$%0-!*%2)-!#?<,-!0+,$-,-!*+))+!-/&'+.+7!,(&-%0-!(!%**-'-00#'%!+)%6('%0-!$+))%!?%66'-,%!
*%!,1-!(&+'%!.#)!&+99(4
2
!@!-$:+,+!-$0+'+..%$0+!,(/&-+'+!)8%$%)-.-!*+)!:%)('+!+!,(/&'+$*+'+!,(/+!)8(22+00(7!-$!;#%$0(!
0%)+7! $($! %66-%! &'%0-,%/+$0+! %),#$! :%)('+! .#)! /+',%0(7! :-,+:+'.%! ,(.0-0#-.,%! #$! &'(6)+/%!
*8-$;#-$%/+$0(!+!-$#0-)+!.(:'%66($*%$9%!.+!&'-:(!*-!#$!?('0+!.-2$-<,%0(!,%&%,+!*-!,($$+00+'+!)%!
'+)%9-($+!0'%!?('/%!+!?#$9-($+4!
3
Le culture del prodotto 11
T()-0+,$-,(!*-!O-)%$(7!%))('%7!;#%$*(!.-!&%')%:%!*-!(22+00-!.-!&%')%:%!*-!;#+))-!2(:+'$%0-!
*%))%! /+,,%$-,%7! *%-! &()-/+'-! +! &+'<$(! *%)! )+2$(7! (! *+-! 4*$#($! *+2)-! (22+00-! 0+,$-,-!
+)+00'-,-!+*!+)+00'($-,-7!*-!.+22-()+7!0%:()-7!'%*-(2'%//(?($-!+!*-$0('$-4!
Z%!]#-*%!*+))(!N0#*+$0+!*+)!,('.(!*-!D-.+2$(!-$*#.0'-%)+!*+))8%4%4!PQQ^_PQQ`!.-!%&'+!
,($!#$%!,-0%9-($+!0'%00%!*%!5.2('-%+.-)"2#$.*1(6+"-+$.(2*7(!*-!a(/b.!O%)*($%*(C
LT+'!*-.+2$(!-$*#.0'-%)+!.-!-$0+$*+7!*-!$('/%7!)%!&'(2+00%9-($+!*-!(22+00-!
?%66'-,%0-! -$*#.0'-%)/+$0+7! ,-("! 0'%/-0+! /%,,1-$+7! +! -$! .+'-+4! [#+.0%!
*+<$-9-($+7!0#00%:-%7!$($!"!*+)!0#00(!.(**-.?%,+$0+M4!
U!0+'/-$%!,($!)+!&%'()+C
LN+! )%! 2'%$*+! .<*%! *+)! HIII! .%'=7! $+! .-%/(! ,($:-$0-7! )%! $.4%-,($2.%-(+
*78.(-#*1(!*+2)-!%&&%'%0-7!*+-!&'(,+..-!+!*+-!&'(*(00-!-$*#.0'-%)-7!)8%00#%)+!
*-:%'-(! 0'%! &'(2+00(! +! '-,+',%! "! -)! &'-/(! (.0%,()(! *%! .#&+'%'+4! F($! ,8"!
*#66-(!,1+7!&+'!+..+'+!%))8%)0+99%!*-!0%)+!.<*%7!.%'=!$+,+..%'-%!#$%!?('0+!
,($:+'2+$9%!cde!0'%!&'(2+00(!+!'-,+',%M4
F+)!*(,#/+$0(!,($!-)!;#%)+!)%!f%,()0=!*-!E',1-0+00#'%!*+)!T()-0+,$-,(!*-!O-)%$(!GPQQXK!
-.0-0#-:%! -)! &'-/(! ,('.(! *-! .0#*-! -$! D-.+2$(! -$*#.0'-%)+! -0%)-%$(7! E)6+'0(! N+%..%'(!
*+,)-$%:%! ;#%00'(! &'(<)-! ,#)0#'%)-! +! &'(?+..-($%)-C! )%! &'(2+00%9-($+! *+-! &'(*(00-!
-$*#.0'-%)-g!)%!&'(2+00%9-($+!*+))+!,(/#$-,%9-($-!:-.-:+!+!/#)0-/+*-%)-g!)%!&'(2+00%9-($+!
*+))+!.0'%0+2-+!*-!&'(*(00(g!)%!&'(2+00%9-($+!*+2)-!%/6-+$0-4
F+)!*+.,'-:+'+!-)!&'-/(!&'(<)(!.&+,-<,%:%!,1+C
LZ%! &'(2+00%9-($+! *+-! &'(*(00-! -$*#.0'-%)-! ,($,+'$+! )+! ,%'%00+'-.0-,1+!
?#$9-($%)-7!+.0+0-,1+!+!&'(*#00-:+!*-!.&+,-<,-!%'0+?%00-!+!.-!%&&)-,%!%!*-:+'.+!
%'++!/+',+()(2-,1+C!*%-!6+$-!*-!,($.#/(!%-!6+$-!.0'#/+$0%)-7!*%-!/+99-!*-!
&'(*#9-($+!%-!/+99-!*-!0'%.&('0(7!*%-!&'(*(00-!*-!%''+*(!+!*-!%))+.0-/+$0(!
%))+! %00'+99%0#'+! &#66)-,1+! +! *-! .+':-9-(4! cde! T+'! ,-h! ,1+! '-2#%'*%!
)8-$$(:%9-($+!0+,$-,%!.-!-$*-:-*#%$(!)+!$#(:+!%'++!+!)+!$#(:+!0+,$()(2-+!
*+))%!&'(2+00%9-($+!,($$+..+!,($!)%!0'%.?('/%9-($+!-$!,('.(!$+-!&'(*(00-7!
$+-! /%0+'-%)-7! $+-! &'(,+..-! +! $+)! '%&&('0(! ,($! -)! /+',%0(C! &'(2+00%9-($+!
*+))+!-$0+'?%,,+!*+-!&'(*(00-!-$0+'%00-:-7!&'(2+00%9-($+!*+-!/%0+'-%)-!+!*+-!
.+/-)%:('%0-7! &'(2+00%9-($+! .-.0+/-,%! -$! '+)%9-($+! %! &'(,+..-! &'(*#00-:-!
+:()#0-7!&'(2+00%9-($+!*+-!.+':-9-M4
U'%!-$-9-%0%!-$!;#+)!/(/+$0(!#$8%::+$0#'%!%))8-$.+2$%!*-!;#+.0%!,($.%&+:()+!;#%$0(!
*-?<,-)+! /-..-($+! *-! %&+'0#'%C! 6%.0%! '-,('*%'+! )8-/&('0%$0+! +'+*-0=! *+))+! *-.,-&)-$+! *-!
&'(2+00%9-($+!%'0-.0-,%!&+'!)8-$*#.0'-%g!)%!?('9%!:-$,()-.0-,%!*+))%!0+'/-$()(2-%!%,,%*+/-,%!
&()-0+,$-,%7! 0#00%! '%&&'+.+$0%0%! *%))%! &(0+$9%! *+))%! &%'()%! ).2('-%+ .-)"2#$.*1(! :+'.#.!
)(2.'-g! )%! ,($,'+0+99%! /%..-:%! *+))8%',1-0+00#'%! +! *+))%! 0+,$()(2-%7! *%! ,#-! -)! *-.+2$(!
12 Capitolo 1
-$*#.0'-%)+! ,(/+! *-.,-&)-$%! <2)-%:%g! )%! *-?<,()0=! *+))%! ,(/&($+$0+! *-! -$2+2$+'-%! *+)!
T()-0+,$-,(!%*!%:+'+!%!,1+!?%'+!,($!)8-//%0+'-%)-0=!;#%)+!&(..-6-)+!+.-0(!*+)!&'(2+00(4!
U7!-$!;#+.0-!;#-$*-,-!%$$-7!/()0+!:()0+!)8-/&+2$(!$+))%!'-,+',%!+!$+)!*-6%00-0(!,#)0#'%)+!
*-!$(-!'-,+',%0('-!,(-$:()0-!-$!;#+.0(!&'(,+..(!?($*%0-:(!.-!"!.:-)#&&%0(!&'(&'-(!$+))%!
*-'+9-($+!*-!$+2%'+!-)!&'(*(00(!,(/+!#$-,(!?'($0+!*8-/&+2$(!*+)!&'(2+00(4!U'%!#'2+$0+!
,#)0#'%)/+$0+! %&'-'+! -! ,($<$-! *+))%! *-.,-&)-$%! +! )-6+'%'+! )+! +$+'2-+! .&+'-/+$0%$*(!
)8-//%0+'-%)+7!)%!,(/#$-,%9-($+7!)8+.&+'-+$9%7!-)!&'(,+..(7!-!.+':-9-!+!(2$-!&(0+$9-%)+!
-6'-*%9-($+!&+$.%6-)+4
N($(!.0%0-!%$$-!*-!?($*%9-($+!*-!#$!)#(2(!*+-!*+.-2$+'!$+))8>$-:+'.-0=!-0%)-%$%4!U!$($!
%66-%/(! '+.-.0-0(! %)! *%',-! ,($<$-! +.0+.-7! %)! ,(/&'+$*+'+! &-#00(.0(! ,1+! %))8+.,)#*+'+7!
%00'%00-!*%))8+.&)('%9-($+!*-!L#$!*+.-2$!,1+!&'-/%!$($!,8+'%M+GD+!f#.,(7!HIIJK!(!,1+!
&+')(/+$(! $($! .+/6'%:%! +..+'! .0%0(! &'+.(! -$! %*+2#%0%! ,($.-*+'%9-($+! *%)! .-.0+/%!
%,,%*+/-,(4!
5)! ,($0'-6#0(! *-! N+%..%'(i! %! ;#+.0(! &'(,+..(! "! .0%0(! *+0+'/-$%$0+7! %$,1+! &+'! ;#+)!
,1+! ,($,+'$+! )8+:()#9-($+! *%)! *-.+2$(! -$*#.0'-%)+! %)! *+.-2$! *+))8>$-:+'.-0=! -0%)-%$%4!
Z8+.+/&-(!.+2#-0(!$+)!T()-0+,$-,(!*-!O-)%$(!*-!.+2/+$0%'+!-)!,('&(!*+))8(??+'0%!#$-0%'-%!
*+)!*-.+2$(!-$*#.0'-%)+!+!*-!%'0-,()%')(7!'-,($(.,+$*(!-!<)($-!0+/%0-,-!*+)!&'(*(00(7!*+2)-!
-$0+'$-7! *+))%! ,(/#$-,%9-($+! +! *+))%! /(*%7! "! .0%0(! &'+.0(! .+2#-0(! -$! /()0+! %)0'+! .+*-!
#$-:+'.-0%'-+!,($?('/+/+$0+!%)!&'(,+..(!,1+7!-$!0#00(!-)!/($*(7!('/%-!*%!%$$-7!:+*+:%!
+.&)-,-0%'.-!-$!/(*(!,1-%'(!)+!%$-/+!*-:+'.+!*+)!*+.-2$4
a#00%:-%!"!#0-)+!'-,('*%'+!,1+7!<$(!%!;#+)!/(/+$0(7!*%!#$%!&%'0+!,8+'%!-)!/($*(!*+))+!
.+22-()+7!*+-!0%:()-7!*+2)-!%.&-'%&():+'+!+!*+))+!0+)+:-.-($-7!2-=!*+2$%/+$0+!,(&+'0(!*%!
#$(!.0#()(!*-!&'(?+..-($-.0-!+!,'+%0-:-!%00-:-!$+))%!,-00=!+!.#)!0+''-0('-(!*%!*+,+$$-7!*%))8%)0'%!
#$!/($*(!$%.,+$0+!*-!%)0'-!6+$-!0%$2-6-)-!+!-$0%$2-6-)-7!-)!,#-!-/&%00(!?+$(/+$()(2-,(!
'-.&+00(!%))%!:-0%!*+-!.-$2()-!.(22+00-!+!*+))+!,(/#$-0=!%&&%'-:%!-$0+'+..%$0+!+!%00'%+$0+7!
+!)(!+'%4!E??%.,-$%$0+7!/%!?%0-,(.-..-/(7!+'%!*#$;#+!-)!,(/&-0(!*-!/(*-<,%'+!-$!0+/&(!
'+%)+! )%! &'(2'%//%9-($+! *-*%00-,%^! &+'! %..('6-'$+! 2)-! +??+00-7! .+$9%! ,+*+'+! /%-! %))%!
,(*-<,%9-($+! %,,%*+/-,%4! @! .0%0(! #$! ,%//-$(7! $($! #$%! *+,-.-($+4! U! $($! "! .0%0%!
&(,%! )8+$+'2-%! *+.0-$%0%! %! ,(/&'+$*+'+7! $(/-$%'+7! ,)%..-<,%'+7! ,%0+2('-99%'+7! *%'.-!
,($(.,+$9%!+!.0'#/+$0-!%*+2#%0-!&+'!(&+'%'+!.#!,%0+2('-+!/+',+()(2-,1+!-$+.&)('%0+4
S-,('*(! ,1+7! %$,('%! $+)! PQQQ7! O%)*($%*(! +! S%-/($*%! S-,,-$-! .-! ,($.-*+'%:%$(!
'-,+',%0('-! 8%$)($+ 1.-(! ('2%$-99%$*(! %)! T()-0+,$-,(! *-! O-)%$(! #$! ,($:+2$(! .#))%!
!5$!;#%)-0=7!&'-/%7!*-!*+)+2%0(!*+)!T'+.-*+!*+))%!f%,()0=!*-!E',1-0+00#'%7!A+.%'+!N0+:%$7!*%)!PQQi!
*-!T'+.-*+$0+!*-!,('.(!*-!.0#*-!-$!D-.+2$(!-$*#.0'-%)+!+7!*%)!HIII7!*-!T'+.-*+!*+))%!f%,()0=!*+)!
D+.-2$!*+)!T()-0+,$-,(!*-!O-)%$(!+!.#,,+..-:%/+$0+!*-!A(('*-$%0('+!*+))%!N(,-+0=!50%)-%$%!*+)!
D+.-2$!+!T'+.-*+$0+!*+))%!A($?+'+$9%!$%9-($%)+!*+-!T'+.-*-!+!*+-!T'+.-*+$0-!*-!,('.(!*-!.0#*-!-$!
D+.-2$!$+))+!>$-:+'.-0=!-0%)-%$+4
4
!j%.0-!&+$.%'+!%))%!,'-0-,-0=!*+)!'-$$(:%/+$0(!,($0-$#(!*+)!,('&(!*(,+$0+!L$($!.0'#00#'%0(M!&+'!
'-('-+$0%'+!-!?('/%0('-!%))+!$#(:+!&'(6)+/%0-,1+!+7!$+)!,($0+/&(7!?('9%'+!)%!'-,+',%!-$0+'$%!:+'.(!
$#(:+!*-'+9-($-C!-!6+$-!,#)0#'%)-7!-)!0+''-0('-(!+!-)!,($,+00(!*-!/+*-0+''%$+-0=7!-)!.-.0+/%!*-.0'+00#%)+!
-0%)-%$(7!)%!.(.0+$-6-)-0=!*+-!&'(,+..-7!+,,4
5
Le culture del prodotto 13
'+)%9-($+!0'%!*+.-2$7!,('&(!+!/(*%4!N()(!*-+,-!%$$-!*(&(!*-%/(!&+'!.,($0%0(!,1+!$+))%!
.0+..%!.,#()%!+.-.0%!#$!,('.(!*-!)%#'+%!*-!.#,,+..(!-$!D+.-2$!*+))%!/(*%4!Z%!,(/&)+..-0=!
,1-%/%! .&+,-%)-99%9-($+7! -! ?+$(/+$-! %'0-,()%0-! .-! .,(/&($2($(! -$! .(00(?+$(/+$-! +!
.-!%''-,,1-.,+!)8(??+'0%!*-!.&+,-<,1+!*-'+9-($-!*-!.0#*-(!+!'-,+',%7!&+'<$(!2)-!.0#*+$0-!
*+-! .-$2()-! ,('.-! *-! .0#*-! -$! D+.-2$! .-! .+$0($(! *-:+'.-! 0'%! )('(7! &'(:%0+! %! *%'+! *+)!
,(/#$-,%0('+!%*!#$!2-(:%$+!&'(2+00-.0%!*-!&'(*(00(k
N+!(22-!-)!,('.(!*-!)%#'+%!%#0($(/(!-$!D+.-2$!*+)!&'(*(00(!,($0-+$+!.()(!#$!;#-$0(!
*+2)-! .0#*+$0-! ,1+! +$0'%$(! $+))%! f%,()0=! *+)! D+.-2$! (2$-! %$$(7! .-2$-<,%! ,1+! ;#+.0%!
%'0-,()%9-($+!.-!"!,(/&-#0%!+!-$,+*+!,($!#$8%#0($(/-%!+!#$%!,%&%,-0=!*-!'-*+<$-9-($+!
,($0-$#%7! &+'<$(! -/6%'%99%$0+7! &+',1W! )%! .#%! :+)(,-0=! .#&+'%! -)! &(0+'+! *-2+.0-:(! *+)!
/+',%0(!.0+..(!*+-!$(.0'-!.0#*+$0-`4!S-/%$+!-$:+,+!)B7!%&&%$$%0(!*%)!.#(!+..+'+!/+$(!
*-!/(*%!+!%&&+.%$0-0(!*%))%!/%..%!,1+!)8+:(,%9-($+!*+))%!&%'()%!'-,1-%/%7!-)!*+.-2$!*+)!
&'(*(00(!,1+7!(22-!&-V!,1+!/%-7!'-,1-+*+!%00+$9-($+!%?<$,1W7!%$,1+!-$!;#+.0%!6'%$,%!*+)!
.%&+'+7!.-!,(/&-%!)8%#.&-,%0%!%$$#$,-%9-($+!/%)*($%*-%$%!*+))%!L?#.-($+!0'%!&'(2+00(!+!
'-,+',%M+,1+!2)-!%$$-!HIII!*(:+:%$(!&('0%'+4
T-V! :()0+! -$! ;#+.0-! %$$-! ;#+.0%! .,#()%! "! .0%0%! '-%..#$0%! ,(/+! L0'(&&(! ,(/&)+..%M7!
$(-!.0+..-7!,1+!$+!%66-%/(!,(.0'#-0(!%),#$+!&%'0-!,($.-.0+$0-7!%66-%/(!?'+;#+$0+/+$0+!
'-,+',%0(! ,1-%'+99%! /+0(*()(2-,%! &+'! #$! &'(,+..(7! ;#+))(! *+))%! ?('/%9-($+! *+)!
*+.-2$+'7! ,1+7! ,($0+/&('%$+%/+$0+! %)! .#(! *+)-$+%'.-! $+-! '-0#%)-! .0%0#0-! *-.,-&)-$%'-!
*+))8>$-:+'.-0=! -0%)-%$%7! &'+.+$0%:%! %),#$+! *-:+'.-0=7! #$-,-0=7! ,(/&)+..-0=! *-! *-?<,-)+!
,(/&(.-9-($+7! /%! ,#)0#'%)/+$0+! -$0+'+..%$0-4! U'%$(! )+! .+/6-%$9+! *-! #$! &'(,+..(!
*+.0-$%0(!%!,%/6-%'+!,($0-$#%/+$0+!&'-/%!*-!%:+'!%..+.0%0(!)%!.#%!.0'#00#'%!*-.,-&)-$%'+7!
(! &+'! /+2)-(! *-'+7! ,1+! .+/6'%:%! $%.,+'+! ,%$2-%$0+! +! -$! &'+.+$9%! *-! ,($0'%**-9-($-!
$($!-//+*-%0%/+$0+!'-,(/&($-6-)-!.+!$($!%!&'+99(!*-!#$%!.(.0%$9-%)+!#$-?('/%9-($+!
%-! ,%$($-! *+))8-$2+2$+'-%4! F+)! ,($0+/&(7! ;#+))(! ,1+! %&&%'-:%! +'%! #$! &'(,+..(! %..%-!
%'0-,()%0(7!#$!%',-&+)%2(!'-,,(!*-!,($0'-6#0-!+.0+'$-!G()0'+!iII!*(,+$0-!%!,($0'%00(!+.0+'$-!
(2$-!%$$(!$+-!:%'-!,('.-!%00-:%0-K4!
[#%.-! .+/&'+! ;#+.0%! ,1-%'+99%! "! .0%0%! .-$($-/(! *-! L.+/&)-<,%9-($+M7! -$0+$*+$*(!
%&&)-,%'+! %,'-0-,%/+$0+! -! /(*+))-! ?('/%0-:-! *+))8-$2+2$+'-%! .,%/6-%0%! ,(/+! /(*+))(!
#$-,(!*+))%!,#)0#'%!&()-0+,$-,%4
F($!*-!'%*(!#$8%)0'%!*+'-:%!"!.0%0%!.&+..(!-$:(,%0%!*%))8-$0+'$(7!,(/+!*%!#$!+.0+'$(!
('/%-! -''-/+*-%6-)/+$0+! -$! 6%)-%! *+))+! -$0+'&'+0%9-($-! 2-('$%)-.0-,1+! *+))%! '+%)0=7!
%)0'+00%$0(! .+/&)-<,%0('-+! +! 6%$%)-99%$0-C! )%! :()($0=! *-! *%'+! %)! ,('.(! *-! )%#'+%! -$!
D-.+2$(!-$*#.0'-%)+!*+)!T()-0+,$-,(!*-!O-)%$(!)%!?('0+!-/&'($0%!*-!#$!#$-,(!L/%+.0'(M4!
! A-! .($(! &%'+'-! *-.,('*-! -$! &'(&(.-0(C! *%! #$%! &%'0+7! )%! .+$.%9-($+! ,1+7! .(&'%00#00(! -$! &+'-(*-!
*-!,'-.-!,($2-#$0#'%)+!+!.0'#00#'%)+!,(/+!;#+))-!,1+!.0-%/(!:-:+$*(7!-)!/+',%0(!*+)!)%:('(!$($!
'-+.,%!%!,(/&'+$*+'+!#$!+)+:%0(!'-0/(!*-!%22-('$%/+$0(!,($0-$#(!*+))+!0+/%0-,1+7!*+-!&'(<)-!
+!*+-!&'(2'%//-!*-!.0#*-(g!*%))8%)0'(7!-)!&%'+'+!*-!,1-!'-0-+$+!,1+!)8>$-:+'.-0=7!&+'!*+<$-9-($+!
-.0-0#9-($%)+7!.-%!#$8('2%$-99%9-($+!.0%0-,%!,1+!$($!'-#.,-'=!/%-!%*!%*+2#%'.-!%)!'-0/(!.#?<,-+$0+!
%!'%&&'+.+$0%'+!#$!'#()(!&'(&#).-:(!.#))8+.0+'$(!&'(?+..-($%)+!+*!+,($(/-,(Y,#)0#'%)+7!*-!?%00(!
&'+&(0+$0+/+$0+!)%$,-%0(!%))8%#0(Y'-$$(:%/+$0(!,($0-$#(!+!:+)(,+4
6
14 Capitolo 1
>$8(&+'%9-($+!.(.0+$#0%!*%)!?%,-)+!&%'%))+)-./(!,($!)%!0'%*-9-($+!*+))+!.,#()+!&'-:%0+!+!
*+2)-!%0+)-+'!*-!*+.-2$!+!*-!%',1-0+00#'%!,1+!$%.,($(!-$0('$(!%))%!<2#'%!'-$%.,-/+$0%)+!*+)!
,%&(.,#()%4!5$!;#+.0(7!)%!0'%*-9-($+!&()-0+,$-,%7!,1+!$($!1%!/%-!.,+)0(!,(/+!*-'-2+$0-!
<2#'+! *-! &'+*(/-$-(! ,#)0#'%)+! .,1-%,,-%$0+! G&#'! %:+$*($+! (.&-0%0+! *-:+'.+K7! ,-! 1%! -$!
#$%!,+'0%!/-.#'%!?%:('-0(7!,(.B!,(/+!,-!1%!?%:('-0(!#$!.-.0+/%!*-!L%&&'(::-2-($%/+$0(!
*+))%! *(,+$9%! ,(/&)+..(! ;#%$0(! %2+$0+! .#! 6%,-$-! -$0+'$-! +*! +.0+'$-! *-??+'+$9-%0-!
G&'(?+..-($-.0-7! ,#)0('-7! #(/-$-! *-! -/&'+.%7! *(,+$0-! *-! .+00('-! .,-+$0-<,-! *-! *-??+'+$0+!
0'%*-9-($+! +! ,#)0#'%7! +,,4KM4! 5$! ;#+.0(! ,%.(! .,+2)-+'+! *-! 2+.0-'+! )%! ,(/&)+..-0=! ,-! 1%!
.%):%2#%'*%0(! *%)! '-.,1-(! *-! ?%'! ,(-$,-*+'+! )%! ?('/%9-($+! %)! *+.-2$! -$! #$%! *+))+! &-V!
-/&('0%$0-!+!2'%$*-!.,#()+!&#66)-,1+!*+)!/($*(!,($!#$%!.,#()%!%!L/%+.0'(!#$-,(M4
1.3
Progetto e prodotto
]#-!j($.-+&+7!S+$%0(!D+!f#.,(7!O%)*($%*(!+!%)0'-!-))#.0'-!*+<$-0('-!*+)!*+.-2$!+!*+-!.#(-!
(6-+00-:-!1%$$(!-$.-.0-0(!.#))%!?#$9-($+!/+*-%0('-%!0'%!2)-!-$0+'+..-!+!-!,($*-9-($%/+$0-!
-/&(.0-! *%)! &'(*#00('+! +! ;#+))-! *+)! ?'#-0('+4! 5! 0'+! %#0('-! .-! '-?+'-:%$(! %))8%9-($+! *+)!
*+.-2$+'!$+))%!&'(?+..-($+4![#%$*(!&+'h!)%!*+<$-9-($+!+.,+!*%)!'+,-$0(!&'(?+..-($%)+!+!
.-!,($?'($0%!,($!)%!.#%!.,($<$%0%!:%.0-0=!*-!%&&)-,%9-($+7!*-:+$0%!$+,+..%'-(!$($!)-/-0%'+!
)8%2-'+!*+)!*+.-2$+'!%))%!'+)%9-($+!0'%!&'(*#00('+!+!,($.#/%0('+7!/%!*-.&-+2%'+!-)!'#()(!
.(,-(Y,#)0#'%)+! *+)! 0+'/-$+4! Z%! <)-+'%! 0'%*-9-($%)+! .-.0+/%! *-! &'(*#9-($+Y.-.0+/%! *-!
/+*-%9-($+Y.-.0+/%!*-!,($.#/(!$($!.+/6'%!&-V!'+22+'+!,(/+!,%/&(!*-!+.&)('%9-($+!
-$!,#-!.0#*-%'+!+!,(/&'+$*+'+!-)!*+.-2$!,($0+/&('%$+(4!a#00(!.-!-$0'+,,-%!+!.-!,(/&)-,%!
+!-!'#()-!$($!.($(!&-V!-!/+*+.-/-4
@!/#0%0(!-)!&%'%*-2/%!*+))%!&'(*#9-($+!+7!$+)!?'%00+/&(7!%$,1+!)+!/+',-!.($(!,%/6-%0+C!
6%.0%! &+$.%'+! %)! /($*(! *+))%! ,(/#$-,%9-($+! *-2-0%)+! &+'! '+$*+'.-! ,($0(! *-! ,(/+! -)!
&'(2+00-.0%!&(..%!,'+%'+!*-'+00%/+$0+!-)!&'(*(00(!.+$9%!'-,(''+'+!%*!#$%!?%66'-,%!+.0+'$%!
+!.#,,+..-:%!%)!.#(!-$0+':+$0(4!a'(&&-!.($(!-!.+00('-!,1+!&'(*#,($(!6+$-!*-!.,%/6-(7!
.+':-9-7! +.&+'-+$9+7! '-,($(.,-#0-! +! :%)('-99%0-! *%)! /+',%0(! .+$9%! ,1+! )8-$*#.0'-%7! $+)!
.+$.(!,%$($-,(!*+)!0+'/-$+7!.-%!%00'%:+'.%0%!*%)!&'(,+..(!&'(*#00-:(!,1+!)-!1%!2+$+'%0-4
5$!;#%$0(!(&+'%0('-!*+)!*+.-2$!$($!'-#.,-%/(!?%,-)/+$0+!%*!%))($0%$%',-!$+//+$(!*%)!
&%'%*-2/%!&'(2+00(Y&'(*(00(C!L,-!.-%/(!0%)/+$0+!%6-0#%0-!%))8-*+%!,1+!-)!*+.-2$!.-%!?%00(!
*-!(22+00-!,1+!.&+..(!*-/+$0-,1-%/(!-)!'#()(!*+-!&'(2+00-7!*+))%!,#)0#'%!*+)!&'(2+00(!+!
*+))%!.#%!%,,+9-($+!&-V!%/&-%!+!)-6+'%M!GS%/&+))(7!HIIJK4!5)!&%'%*-2/%!*+)-$+%0(!$+))+!
&%'()+!,-0%0+!,-!%&&%'+!,(/+!#$%!'-*#9-($+!*+)!.-2$-<,%0(!+!*+)!&(0+$9-%)+!*+)!&$%'(##%g!
0#00%:-%7!$+)!*-.,('.(!,1+!;#-!,8-$0+'+..%7!"7!$+)!,($0+/&(!+!%)!,($0'%'-(7!#$%!'+.0'-9-($+!
*+))8%''(##%7+(::+'(!*+)+&$%)%##%7!*+$0'(!)+!,%0+2('-+!*+))8(22+00(!*-.+2$%0(7!%&&#$0(!
*+))8(22+00(!*%!/#.+(4!U!$($!"!#$!,%.(!,1+7!$+)!HIIR7!0'%!-!&'(6)+/-!*+))%!,(.0'#9-($+!
*+)!D+.-2$!O#.+#/!*+))%!a'-+$$%)+!*-!O-)%$(!-)!'%&&('0(!0'%!&$%'(##%+G'%&&'+.+$0%'+!
-)!:+'6(K!+!&$%)%##%!G'%&&'+.+$0%'+!-)!.(.0%$0-:(K!?(..+!#$!0+/%!,(,+$0+!+!*+)-,%0(!*%!
'-.():+'+4!
U&&#'+7!%$,('%!(22-7!/()0(!.&+..(7!-)!$($!,(.,-+$0+!,())+00-:(!+.0+'$(!%))%!*-.,-&)-$%!
&%')%!,($!*-.-$:()0#'%!*-!&'(*(00(!-$0+$*+$*(!)8(22+00(7!,-("!#$%!,(.%!&'(2+00%0%!&+'!
Le culture del prodotto 15
+..+'+! ?'#-0%! %$,1+! +.0+0-,%/+$0+7! #$! 6+$+! .()-*(! *-.+2$%0(7! #$! 1%'*l%'+! ?'#00(! *-!
.0-)-./(4!U7!%!)#$2(7!/()0-!*+-!$(.0'-!.?('9-!*-!(&+'%0('-!*+))%!,#)0#'%!*+)!*+.-2$!.($(!
%$*%0-!$+))%!*-'+9-($+!*-!&'+,-.%'+!;#+.0(!,(/+!)-/-0+7!,(/+!&'(6)+/%7!,(/+!'-*#9-($+!
*-!#$!&(0+$9-%)+!*+)!:+'6(!+!*+)!'-.#)0%0(!*+))8%9-($+!-$!,#-!,-!.+/6'%:%!,1+!-)!/($*(!
:()+..+7!.+/&)-,-.0-,%/+$0+!(!-$!/(*(!*-.0'%00(7!'-$,1-#*+'+!-)!?+$(/+$(!*+)!*+.-2$9!
T(,1-..-/-! %$$-! .($(! 0'%.,('.-! *%))8-$-9-(! *+))8+.&+'-+$9%! %,,%*+/-,%! *+)! *+.-2$!
-0%)-%$(!+!,-!0'(:-%/(!(22-!%*!%:+'+!%!,1+!?%'+!,($!#$%!/%0#'%9-($+!+!#$8%'0-,()%9-($+!
0%)+!*+)!0+'/-$+!&$%)%##%+,1+7!&-V!(!/+$(!*-!,()&(7!,-!.+$0-%/(!-$!*(:+'+!*-!0('$%'+!%)!
&#$0(!*-!&%'0+$9%4!\22-!&(..-%/(!%&&)%#*-'+!,($!('2(2)-(!)+!/%2$-<,1+!+!&'(2'+..-:+!
.('0-! *+)! *+.-2$! *+))8+.&+'-+$9%! +! *+-! .+':-9-7! *+)! *+.-2$! .0'%0+2-,(7! *+)! *+.-2$! *+))%!
,(/#$-,%9-($+7!*+))8.-#($.%$+)(2.'-7!*+)!)(2.'-+(-'.-(($.-'7!*+)!*+.-2$!&+'!)%!/(*%g!
/+$0'+7! ;#+))(! ,1+! .+/6'%! '-/%$+'+! /%0+'-%! *8-/&('0%$0+! '-*+<$-9-($+! +! -$0+'+..+!
&+'/%$+$0+7!&+'!#$%!.,#()%!,(/+!)%!$(.0'%!+!&+'!#$%!*+))+!&-V!%#0('+:()-!>$-:+'.-0=7!"C!
,(.%!'-/%$+!*+)!'%&&('0(!0'%!&$%'(##%!+!&$%)%##%m
@!.-,#'%/+$0+!'-*#00-:(!,($<$%'+!#$!:+'6(!&(0+$0+!,(/+!-)!&$%'(##*$(!%*!#$!0+''-0('-(!
0#00(!.(//%0(!/(*+.0(!;#%)+!;#+))(!*+2)-!(22+00-!*+.0-$%0-!%!*-:+$0%'+!6+$-!*-!.,%/6-(4!
O%! -! &'(*(00-! $($! .,(/&%-($(! +7! ,(/+! )+! ?%66'-,1+7! .-! 0'%.?('/%$(7! .-! $%.,($*($(7!
/#0%$(4!Z8-&(0+.-!,1+!,-!-$0+'+..%!.0#*-%'+!"!,1+!,%/6-$(!+!,($!+..-!,%/6-!)%!'+)%9-($+!
0'%! /%0+'-%! +! -//%0+'-%)+7! 0'%! &'(2+00(! %#0('-%)+! +! &'(2+00(! *-??#.(7! 0'%! &'(&'-+0=!
+! ?'#-9-($+7! 0'%! ?+0-,,-(! +! &'(0+.-7! 0'%! '-,+',%! +! &'(2+00(4! N()(! ,1+! ,()#-! ,1+! *-.+2$%!
2)-! (22+00-! .+/6'%! '%&-*%/+$0+! &%..%0(! *%))8+..+'+! #$! ?%$0%.0-,(! +! 0+/#0(! ,'+%0-:(!
%))8+..+'+!#$!,(/#$+!0+,$-,(!*-.+2$%0('+!*-!4%77%).#.(24
N,'-:+:%!N+%..%'(!GPQQJKC!
Lcde! )+! &(..-6-)-0=! *8-$0+':+$0(! &'(2+00#%)+! *+)! *-.+2$%0('+! -$*#.0'-%)+!
$+)! &'(,+..(! *-! *+<$-9-($+! *+))8-$*-:-*#(! 0+,$-,(! $($! .($(! )-/-0%0+!
%))8%$2#.0(! '#()(! *-! ,1-! .-! (,,#&%! .()%/+$0+! *+-! .#(-! %.&+00-! +.0+0-,(Y
?('/%)-! /%! %)! ,($0'%'-(! *-! ,1-! &(..-+*+! 2)-! .0'#/+$0-! /+0(*()(2-,-! +!
(&+'%0-:-! $+,+..%'-! &+'! ,(/&'+$*+'+! +! 2+.0-'+! #$%! &)#'%)-0=! *-! ?%00('-C!
.-%! ;#+))-! '+)%0-:-! %))%! &'(*#9-($+! G?%00('-! 0+,$-,(Y+,($(/-,-7! 0+,$-,(Y
&'(*#00-:-7! 0+,$-,(Y*-.0'-6#0-:-K7! .-%! ;#+))-! '+)%0-:-! %))8#.(! +*! %))%! .#%!
?'#-9-($+!G?%00('-!.-/6()-,-7!,(/#$-,%0-:-!+7!-$!2+$+'%)+7!.(,-(Y,#)0#'%)-K4!
c444e!5$!;#+.0(!.+$.(!-)!,('.(!*-!)%#'+%!-$!D-.+2$(!5$*#.0'-%)+!1%!-)!,(/&-0(!
&'+,-&#(!*-!?('/%'+!#$!Y!&'(2+00-.0%!,()0(!Y7!,($.%&+:()+!,1+!-)!'#()(!,1+!
"!,1-%/%0(!%!.:()2+'+!$($!"!.+/&)-,+/+$0+!;#+))(!*-!&'(6)+/!.():+'!Y!
,($(.,-0('+! *+))+! '+2()+! +! *+))+! 0+,$-,1+! ,1+! *(/-$%$(! -)! &'(,+..(! *-!
&'(2+00%9-($+7! *-! &'(*#9-($+7! *-! ,(//+',-%)-99%9-($+! +! *8#.(! *+-! 6+$-!
&'(*(00-7!/%!%$,1+!+!.(&'%00#00(!;#+))(!*-!(&+'%0('+!.(,-%)+!Y!-$*-:-*#%)+!
/%!&-V!?'+;#+$0+/+$0+!,())+00-:(M4
N()(!#$!*+,+$$-(!?%7!-$!#$%!*+))+!.,#()+!*-!*+.-2$!&-V!%#0('+:()-!%!)-:+))(!-$0+'$%9-($%)+!
+'%! %$,('%! -$*-.&+$.%6-)+! .(00()-$+%'+! ;#+.0-! ,($,+00-! ,1+7! (22-7! $($! .()(! .+/6'%$(!
.,($0%0-! *%)! .#,,+..(! ,#)0#'%)+! +! .(,-%)+! ,1+! -)! '#()(! *+)! *+.-2$+'! 1%! %..#$0(! $+))%!
16 Capitolo 1
.(,-+0=! ,($0+/&('%$+%7! /%! %**-'-00#'%! &'+(,,#&%$0-! $+))%! &+':%.-:-0=! *+)! .#(! &'(<)(!
,1+! %&&%'+! +.&%$.(! *%))(! .0%0(! .()-*(! %! ;#+))(! 2%..(.(! 0'%.,#'%$*(! *-! <..%'+! %),#$-!
:-$,()-!.#)!&'(&'-(!.0%0#0(!('-2-$%'-(!+!?('.+!%$,('%!&-+$%/+$0+!:%)-*(4
1.4
Prodotto e cultura materiale
E! &'(&(.-0(! *+)! ,%/&(! *+)! *-.+2$(! -$*#.0'-%)+! -$*-,%0(! ,(/+! L*+.-2$! *+)! &'(*(00(M!
n-o-&+*-%!*-,+C
LN-!0'%00%!*+)!.+00('+!&-V!:%.0(!c*+)!*+.-2$e!&(-,1W!.-!(,,#&%!*-!;#%).-%.-!
(22+00(!<.-,(!G/%!%!:()0+!)-/-0%0(!.()(!%))%!?%.+!,($,+00#%)+7!%*!#$!&'(0(0-&(!
(! %*! #$! .+/&)-,+! +.+',-9-(! *-! .0-)+K! ,1+! ,-',($*%! (2$-! +..+'+! #/%$(! +!
:+.0+!(2$-!.&%9-(!%',1-0+00($-,(!(!#'6%$(4!5$!+..(!:+$2($(!'%,,1-#.+!0#00+!
)+!*-.,-&)-$+!-$+'+$0-!%))%!&'(2+00%9-($+!*-!#$!(22+00(!?'%!,#-!'-,('*-%/(!
;#+))+! ,($! &-V! /+',%0(C! D+.-2$! *+))8%''+*(! G,1+! ,(/&'+$*+! %$,1+! -)!
Z-210-$2!*+.-2$Kg!D+.-2$!%#0(/(6-)-.0-,(g!D+.-2$!$%:%)+!$%#0-,(g!D+.-2$!
*+))%!/(*%g!T%,o%2-$2!*+.-2$MR4
@! #$%! *+<$-9-($+! ,1+! ,($0-+$+! .:%'-%0-! )-:+))-! *8-/&'+,-.-($+7! /%! ,1+! %..(/-2)-%! &+'!
/()0-!:+'.-!%!;#+))%!,1+!$#/+'(.-!.(22+00-!$($!+.&+'0-!*+))%!;#+.0-($+!.-!.+$0-'+66+'(!*-!
.(00(.,'-:+'+4
A1+!-)!&$%)"4#+)(2.'-+.-%!(22-!)%!&('9-($+!/%22-('+!*+)!*+.-2$!"!0#00(!*%!*-/(.0'%'+C!
.+!#0-)-99-%/(7!%*!+.+/&-(7!-)!?%00#'%0(!*+-!&'(*#00('-!*-!&'(2+00(!,1+!.+!$+!(,,#&%$(!(!-)!
:%)('+!%//-$-.0'%0(!*%)!&'(2+00-.0%7!"!.-,#'%/+$0+!)%!,(/#$-,%9-($+!-)!,(/&%'0(!/%22-('+4!
[#+.0(! *%0(! $($! .%'+66+! :+'(! $+//+$(! *%$*(! ,'+*-0(! %))8%??+'/%9-($+! .#,,+..-:%!
,($0+$#0%!-$!;#+.0%!2+$+'-,%!*+<$-9-($+!+.+/&)%'+C!;#+))%!,1+!-)!&$%)"4#+)(2.'-!.-!(,,#&-!
*-!;#%).-%.-!(22+00(!<.-,(!+.-.0+$0+!.#))%!?%,,-%!*+))%!0+''%7!-$.(//%!)8-$0+'%!0+,$(.?+'%!(!
&(0'+//(!*-'+!0#00(!)8%'0-<,-%)+7!)8-$.-+/+!*+2)-!%'0+?%00-4!N%'+66+!,(/+!*-'+!,1+!"!.0%0(!
.-,#'%/+$0+!#$!&$%)"4#+)(2.'-($!%!*-.+2$%'+!)8-$2'%$%22-(7!/%!%$,1+!)8%00'+99(!&+'!)%!
3+6(,)-.-7!,(.B!,(/+!-)!/(0('+!*-!#$%!$%:+7!#$!/%00($+!*%!,(.0'#9-($+7!#$!&(0+$9-(/+0'(!
&+'! )%! /-.#'%9-($+! *+))%! &'+..-($+! *-! #$%! ,%)*%-%! (! %$,1+! )%! &'+..%! &+'! )%! &-+2%0#'%!
*+))8%,,-%-(!*-!#$!)%/-$%0(-(4!
N+!'-3+00-%/(!.#2)-!+??+00-!,1+!)%!.(&'%::%)#0%9-($+!<$%$9-%'-%!*+)!'-.,1-(!*-!,(&+'0#'%!*-!
.0'#/+$0-!*-!*+6-0(!*+-!,-00%*-$-!.0%0#$-0+$.-!"!'-#.,-0%!%!&'(:(,%'+7!(..-%!#$%!,'-.-!2)(6%)+!
)+!,#-!&'(&('9-($-!.($(!0#00('%!*-?<,-)-!*%!,($0+/&)%'+7!,-!'+$*-%/(!,($0(!,1+7!-$!;#+.0(!
+$('/+!&'(6)+/%7!)8#$-,%!,+'0+99%!"!,1+!6%.0%!-$(,#)%'+!-)!.+$0-/+$0(!*-!.<*#,-%!-$!#$%!
/%..%!.#?<,-+$0+/+$0+!:%.0%!+!0'%$.$%9-($%)+!*-!,($.#/%0('-!&(0+$9-%)-!&+'!-$2'-&&%'+!
)8+,($(/-%!'+%)+7!;#+))%!*+-!6+$-7!*+2)-!(22+00-!0'%.?+'-0-!$+-!,($0%-$+'7!*+))+!?%66'-,1+!,1+!
,(.0'#-.,($(!+!*+-!$+2(9-!,1+!:+$*($(4
!T+'!)%!*+<$-9-($+!,(/&)+0%7!,?'4!lll4-04l-o-&+*-%4('2_l-o-_T('0%)+CD+.-2$4
7
Le culture del prodotto 17
a#00-!2)-!(22+00-!*+)!/+',%0(!.($(!&'(*(00-!+*!+.-.0+!.-,#'%/+$0+!#$!&'(*#00('+!,1+!)-!1%!
'+%)-99%0-7!$($!$+,+..%'-%/+$0+!#$!*+.-2$+'4!a#00-!-!*+.-2$+'!.0#*-%$(7!-*+%$(!+!&'(2+00%$(!
&'(*(00-7!/%!$($!0#00-!;#+.0-!&'(*(00-!.($(!(22+00-!+*!+.,($(!*%))+!/%$-!*-!#$!&'(*#00('+4
[#+))(!,1+!;#-!*(66-%/(!&'(:%'+!%!-.()%'+!"!#$!,%/&(!+.0'+/%/+$0+!&-V!&-,,()(!,1+!
.0%!$+))%!'+)%9-($+!0'%!*+.-2$7!&'(,+..(!+!&'(*(00(4!@!;#+.0(!-)!?+$(/+$(!,1+!,%/6-%!
,($!#$%!0%)+!?('9%!*%!'-,1-+*+'+!#$%!'-3+..-($+!.0'#00#'%)+!.#)!*+.-2$!*+)!&'(*(00(4
5)! &$%)"4#+ )(2.'-! $%.,+! +! .-! .:-)#&&%! %))8-$0+'$(! *+)! *-.+2$(! -$*#.0'-%)+7! ,1+! 1%!
#$%! ,($$+..-($+! ?('0+! +! ('-2-$%'-%! ,($! )%! ,#)0#'%! /%0+'-%)+7! (..-%! ;#+))8%&&'(,,-(!
*-.,-&)-$%'+!,1+!,($.-*+'%!-!6+$-!,(/+!#$-:+'.%)-!+!)%!,#-!*-/+$.-($+!,($,'+0%!+!<.-,%!
"!.0('-,%/+$0+!*+0+'/-$%0%!-$!#$%!?('/%!*-!'+)%9-($+!0'%!,#)0#'%Y&'(,+..(Y'-.#)0%0(!*+)!
&'(,+..(!*-!0-&(!&(.0Y.0'#00#'%)-.0%!+!?('0+/+$0+!,($$+..(!%))+!)(2-,1+!*+))%!&'(*#9-($+7!
-$.(//%!-$!'+)%9-($+!%))%!/%$7*+&$%)%##*4
Z8U$,-,)(&+*-%! ($! )-$+! *+)! O-$-.0+'(! *+))85.0'#9-($+7! *+))8>$-:+'.-0=! +! S-,+',%!
50%)-,($!'-&('0%!;#+.0%!-$0+'+..%$0+!*+<$-9-($+!*-!L,#)0#'%!/%0+'-%)+MC!
LA#)0#'%! /%0+'-%)+! "! #$8+.&'+..-($+! ,($-%0%! *%2)-! .0#*-(.-! /%'p-.0-!
*+))8U#'(&%! ('-+$0%)+! +! *+<$-.,+! )8-$.-+/+! *+))+! ,($(.,+$9+! +! *+))+!
&'%0-,1+! '+)%0-:+! %-! 6-.(2$-! +! %-! ,(/&('0%/+$0-! /%0+'-%)-! *+))8#(/(4! N-!
-*+$0-<,%!,($!#$!.%&+'+!,1+!.-!,($0'%&&($+!%))%!,#)0#'%!-$0+.%!-$!/(*(!
0'%*-9-($%)+4! F+)! PQ^X! :-+$+! ?($*%0(! %! q%'.%:-%! )85.0-0#0(! &+'! )%! .0('-%!
*+))%!,#)0#'%!/%0+'-%)+7!)#(2(!-$!,#-!:+$2($(!,(-$:()0-7!$+)!:%.0(!*-6%00-0(!
-*+()(2-,(!+!/+0(*()(2-,(!$%0(!.#!;#+.0-!0+/-7!%$,1+!.0#*-(.-!*+))8%'+%!
(,,-*+$0%)+4! >$%! *+))+! *-.,#..-($-! &'-/%'-+! .-! 6%.%! .#))%! &(..-6-)-0=! (!
/+$(! ,1+! )%! ,#)0#'%! /%0+'-%)+! &(..%! -$0+$*+'.-! ,(/+! #$%! *-.,-&)-$%!
%#0($(/%!(!$($!&-#00(.0(!,(/+!#$8%'+%!*-!'-,+',%!,(/#$+!-$!,#-!&(..%$(!
,($:+'2+'+!*-:+'.+!*-.,-&)-$+!+!*-:+'.+!,(/&+0+$9+7!,())+2%0+!%))+!*-:+'.+!
?($0-! ,1+! &(..($(! +..+'+! #0-)-99%0+! &+'! ;#+.0(! 2+$+'+! *-! -$*%2-$-C! ?($0-!
*(,#/+$0%'-+7!?($0-!%',1+()(2-,1+!+!?($0-!-,($(2'%<,1+MJ4
\,,#&%'.-! *-! *+.-2$! *+)! &'(*(00(! (22-! &#h! ,($0-$#%'+! %*! +..+'+! .-2$-<,%0-:(! $+))%!
*-/+$.-($+!-$!,#-!$($!.-!./+00%!*-!,($.-*+'%'+!-!6-.(2$-!+!-!,(/&('0%/+$0-!/%0+'-%)-!
*+))8#(/(! ,(/+! ?($*%/+$0%)+! &#$0(! *-! &%'0+$9%4! A(/+! *+.-2$+'! .-%/(! -$0+'+..%0-!
%! &'%0-,%'+! -)! 0+''-0('-(! /#)0-*-.,-&)-$%'+! +! ,(/#$+! *+))%! ,#)0#'%! /%0+'-%)+! -$! /(*(!
-$0+2'%0(! %*! %)0'-! .%&+'-! ,(/+! )8%'0+7! )8+,($(/-%7! )%! 0+,$()(2-%! +! )+! *-.,-&)-$+!
#/%$-.0-,1+7!,1+!.-!(,,#&%$(7!%!)('(!:()0%7!*-!%)0'-!%.&+00-!*+)!,(/&)+..(!'%&&('0(!0'%!
6-.(2$-!+!,(/&('0%/+$0-!/%0+'-%)-!*+))8#(/(4
A8-$0+'+..%!;#-$*-!%??+'/%'+!,1+7!$+))%!,1-%:+!*+))%!,#)0#'%!/%0+'-%)+7!)8-$0+'+..+!*+)!
*+.-2$+'! &+'! -)! &'(*(00(! "! &('$(2'%<,(! .+! $+)! ?#(,(! *+))8(6-+00-:(! $($! :-+$+! /+..(!
)8#(/(!,(/+!*+.0-$%0%'-(!+!-)!&'(*(00(!,(/+!&'+0+.0(!*-!'+)%9-($+4!
5)!&$%)"4#+)(2.'-!.#!,#-!-$0+$*-%/(!-$*%2%'+!"!0#00(!,-h!,1+!)+!,#)0#'+!*+)!&'(2+00(!
!T+'!)%!*+<$-9-($+!,(/&)+0%7!,?'4!lll4-0%)-,($4-0_+$,-,)(&+*-%_UIIRP^410/4
8
18 Capitolo 1
&(..($(!%-#0%'+!%!.:-)#&&%'+!+!,%/6-%'+!0'%!)8#(/(!,(/+!.(22+00(!+!-)!.#(!,($0('$(!
'+)%9-($%'+!&+'!-)!0'%/-0+!*+-!6-.(2$-!+!*+-!,(/&('0%/+$0-!/%0+'-%)-4!
5$! ;#+.0(! ,%/&(! *-! '-3+..-($+! )8(22+00(! *-:+$0%! .(22+00(! +! &'(*#00('+! *-! '+)%9-($-!
+.&)-,-0%/+$0+! (! -$:()($0%'-%/+$0+! &'(:(,%0+! .-%! $+)! .(22+00(! ,($.#/%0('+! ,1+! $+-!
'%&&('0-!0'%!)+!0'+!,%0+2('-+!,1+!&-V!-$0+'+..%$(!-)!&'(*(00(C!-)!,($.#/%0('+7!-)!/+*-%0('+!
G0'%!,#-!-)!*+.-2$+'K!+!-)!&'(*#00('+4
1.5
L’advanced design e il Front End of Innovation
E66-%/(!,+',%0(!*-!-$*-:-*#%'+7!$+))%!'-,+',%!#0-)+!%))8+:()#9-($+!*+)!&$%)"4#+)(2.'-!
,($0+/&('%$+(7! %),#$-! ?'($0-! ,1+! '-.#)0%$(7! %! $(.0'(! %::-.(7! $($! #)0+'-('/+$0+!
.-$0+0-99%6-)-!(!/%'2-$%)-99%6-)-C
r! >$8-/&'+.%! (! #$8('2%$-99%9-($+! ,1+! .%! ;#+))(! ,1+! *+:+! ?%'+! +! 1%! -! /+99-! &+'!
?%')(! $+,+..-0%! *+)! ,($0'-6#0(! *+)! *+.-2$7! $+)! .+$.(! ,1+! )+! (,,(''+! #$! .(22+00(!
,%&%,+!*-!*%'+!?('/%!%!;#+.0+!,+'0+99+!+!&('0%'+!%!.-$0+.-7!$($,1W!/%0+'-%)-99%'+!-$!
&'+.0%9-($-!#$!-$.-+/+!*-!:-$,()-!6+$!*+<$-0-!%))8-$0+'$(!*-!#$!;#%*'(!+.-2+$9-%)+!
$(0(! +! ,($*-:-.(4! N0-%/(! &%')%$*(! *+)! :+'(! +! &'(&'-(! *-.+2$(! *+)! &'(*(00(! ,1+7!
%))8-$0+'$(!*-!#$%!'(#0-$+!(&+'%9-($%)+7!&#h!/-2)-('%'+7!,+',%$*(!*-!(00-/-99%'+7!)+!
'-.('.+!-$!2-(,(g
r!>$8-/&'+.%!(!#$8('2%$-99%9-($+!&(0'+66+!%:+'+!)+!-*++!/()0(!,1-%'+!.#!,(.%!*+:+!
?%'+7! /%! $($! 2(:+'$%'+! ,($! ,+'0+99%! )+! '+*-$-! *+))%! '-.&+00-:%! ?%00-6-)-0=! ,($,'+0%!
+*! +,($(/-,%/+$0+! #0-)+4! 5$! ;#+.0(! ,%.(7! -)! 0-&(! *-! '-,+',%! )(2.'-+ )$.,($! ,1+!
(,,(''+!/+00+'+!-$!,%/&(!"!;#+))%!,1+!.()-0%/+$0+!&%..%!.(00(!-)!$(/+!*-!.:-)#&&(!
0+,$()(2-,(g! -)! ,($0'-6#0(! *+)! *+.-2$+'! *-:+$0%! ;#-$*-! ;#+))(! *-! -$0+'&'+0+! *+))+!
0+,$()(2-+!+!*-!,(.0'#00('+!*-!-$0+'?%,,+!%*+2#%0+!%))%!)('(!?'#-9-($+!,($0+/&('%$+%g
r! A-! .($(! &(-! ('2%$-99%9-($-! .#?<,-+$0+/+$0+! /%0#'+! +! *(0%0+! *-! #$! .(<.0-,%0(!
:-%;+ <%;7! #$8+)+:%0%! ,%&%,-0=! &'(*#00-:%! +! -$2+$0-! ,%&-0%)-7! ,1+! 1%$$(! 6-.(2$(!
*-! *%'+! ?('/%! %)! &'(&'-(! &'(,+..(! *-! ?('/%)-99%9-($+! G-)! &'(2+00(! *+)! &'(,+..(! *-!
&'(2+00%9-($+K4!>$!%2-'+!,1+!&(0'+//(!*+<$-'+!/+0%&'(2+00#%)+!%00'%:+'.(!-)!;#%)+!
'-.#)0%!&-V!,1-%'(!,(.%!?%'+!%))8-$0+'$(7!,(.%!%?<*%'+!%))8+.0+'$(7!,(/+!(00-/-99%'+!
-)! ,($0'-6#0(! *-! #$%! &)#'%)-0=! *-! %00('-! ,($:+'2+$0-! $+)! &'(,+..(! *-! ,%/6-%/+$0(!
*+)!&'(*(00(4!5$!;#+.0(!,%.(!-)!*+.-2$!"!#0-)+!.+!%-#0%!)8('2%$-99%9-($+!%!.:-)#&&%'+!
%)0+'$%0-:+!?('/%)-!+!&'(,+..#%)-!,1+!,($0'-6#-.,($(!%*!%''-,,1-'+!-)!&('0%?(2)-(!*+-!
&'(*(00-!-$!/(*(!,(+'+$0+!+!#0-)+g
r! U.-.0+! -$<$+! #$%! .-0#%9-($+! $+))%! ;#%)+! )8-/&'+.%! (! )8('2%$-99%9-($+! (&+'%!
%))8-$0+'$(! *+-! &'(&'-! ,%$%)-! 0'%*-9-($%)-! *-! -$$(:%9-($+! -$,'+/+$0%)+! G,($0-$#%! (!
+&-.(*-,%! ,1+! .-%K! +7! $+)! /+$0'+7! .-! %&'+7! $+))%! .+$.-6-)-0=! *+)! :+'0-,+! *+,-.-($%)+7!
)8-*+%! ,1+! )+! '-.('.+! *+))8('2%$-99%9-($+! .-! &(0'+66+'(! .?'#00%'+! -$! %)0'+! *-'+9-($-7!
.+$9%! 0#00%:-%! .%&+'+! ,(.%! ?%'+7! ;#%)+! &'(*(00(! &'(*#''+! *-:+'.%/+$0+! *%! ;#+))(!
%00#%)+!,($.()-*%0(7!+!.(&'%00#00(!,(/+!?%'+!%!-*+%'+!+!&(-!*%'+!,($,'+0+99%!%!;#+.0(!
?#0#'(!.?#/%0(!+!&(,(!,($0-$2+$0+4
Le culture del prodotto 19
f($*%$*(! #$! 2'#&&(! *-! '-,+',%! ,1+! -$0+$*+! (,,#&%'.-! *-! *),*-4()+ )(2.'-! %66-%/(!
-$0+.(!*%'+!,'+*-0(!%!;#+.08#)0-/%!.-0#%9-($+4!>$%!.-0#%9-($+!$+))%!;#%)+!-)!,%/&(!*+)!
&(..-6-)+!?+$(/+$()(2-,(!+!*+)!0+/&(Y'-.('.+!-/&-+2%6-)-!"!0%)/+$0+!.?#/%0(!+!&'-:(!
*-! %$,('%22-! ,($,'+0-! *%! )%.,-%'+! )%! /%22-('! &%'0+! *+))+! ('2%$-99%9-($-! -//(6-)-! +!
-$,%&%,-!*-!*+0+'/-$%'+!-)!&'(&'-(!?#0#'(!%!/+*-(!0+'/-$+4
[#+.0(!2+$+'+!*-!&'(6)+/-!$($!.-!,())(,%!$W!&'-/%!$W!*(&(!-!&-V!0'%*-9-($%)-!&'(6)+/-!
*-! F+l! T'(*#,0! D+:+)(&/+$0! N0'%0+2sC! .-! 0'%00%! *-! #$! %2-'+! ,($0-$#(7! $+)! .+$.(! ,1+!
(2$-!('2%$-99%9-($+!,1+!.-!'+$*+!,($0(!'%9-($%)/+$0+!*+))8-/&'+:+*-6-)-0=!*+)!?#0#'(!+!
*+))8-/&(..-6-)-0=!*-!'-('2%$-99%'.-!%!?'($0+!*-!#$%!,'-.-!+!*-!#$!+:+$0(!*+0+'/-$%$0+!2-=!
%,,%*#0(7!(&+'%!-$!,($0-$#(!+7!;#-$*-7!&%'%))+)%/+$0+!%))+!%)0'+!&'%0-,1+!,($$+..+!,($!-)!
*+.-2$!G4%-4(&#+'(-($*#.%-!+*!(-'.-(($.-'K7!%,,+00%!*-!-$-9-%'+!#$!&+',('.(!%))8-$0+'$(!
*+))(!.?#/%0(!0+''-0('-(!*+)!*-:+'.(!.&+'-/+$0%)+7!)%**(:+!'-.-+*($(!(&&('0#$-0=!%$,('%!
/()0(!*-.0%$0-!*%)!.+/6'%'+!%&&)-,%6-)-4
@!-)!0+''+$(!*+)!f#99s!f'($0!U$*!(?!5$$(:%0-($!GffU5K!.#!,#-!-!.%22-!,1+!.+2#($(!
.-!.(??+'/%$(!&+'!-$*-:-*#%'+!*(:+!-)!,($0'-6#0(!*+))%!,#)0#'%!*+)!*+.-2$!.-!,($?'($0%!
,($! )8%&&'(..-/%9-($+! -$0+.%! ,(/+! )-$2#%22-(! *+))8-$*+<$-0(4! Z8*),*-4()+ )(2.'-+ .-!
,($<2#'%!,(/+!#$!0-&(!*-!.%&+'+!,1+!0+$*+!%!?%'!+:%*+'+!)%!'-,+',%!*-!#$8('2%$-99%9-($+!
$+))%!*-'+9-($+!*+))(!.?#/%0(7!*+)!$($!,1-%'(7!*+))8-$*+<$-0(4!
Bibliografia
!""#!$#% &'% (%! ,#'%! *-)7! 5(2.'-+ 0-#($,.(;26+ =##%$(+ >%##2*227+ O#.+(! E)+..-_A(''%-$-7!
O%$0(:%!HIIR
*+!$,#%!'-%01+)(2.'-+.#*1.*-%+?@ABCDEEE7!U)+,0%7!O-)%$(!HIIJ
./%&0123%+'-%F-+)(2.'-+4<(+&$.7*+-%-+4G($*7!f'%$,(!E$2+)-7!O-)%$(!HIIJ
4!5.3$!.3%6'7!5.2('-%+.-)"2#$.*1(6+"-+$.(2*7(7!f+)0'-$+))-7!O-)%$(!HIIJ!G5!+*4!PQR`K
4!5.3$!.3%6'7!01+/"#"$%+)(11*+7%)($-.#H7!f+)0'-$+))-7!O-)%$(!PQJR
$3+4!$%.'!'-%01+)(2.'-+)(1+/"#"$%-%E&(2+(7!O-)%$(!HIIJ
1/!11!+3%!'-% 2/5!127#% &'-! 2#022!+/55#% "'-% =I(;(*$+ )(2.'-7! 5)! N()+! Hi! \SU7! O-)%$(!
PQQJ!