Books in the Bocconi on Management series

Vittorio Coda's discussion of the goals and purpose of the business enterprise illuminates the long-running debate over the goals of the firm.

Money is an important instrument of calculation: as a unit of account and means of payment, it serves the purpose of exchange. Yet, it is increasingly becoming itself an object of exchange and calculation on financial markets, which tend less to the production and exchange of real goods. The question therefore is: has the economy lost its measure?

This book proposes a new framework to effectively manage both offensive and defensive marketing strategies. It reinterprets the competitive challenge as a circular journey, that is, an endless sequence of three competitive "seasons." The authors call them the games of movement, imitation, and position.

Money is an important instrument of calculation: as a unit of account and means of payment, it serves the purpose of exchange. Yet, it is increasingly becoming itself an object of exchange and calculation on financial markets, which tend less to the production and exchange of real goods. The question therefore is: has the economy lost its measure?

The strategic concepts and tools illustrated in this book provide a framework for devising and implementing strategies favouring longevity of family-controlled business entities. The authors illustrate their arguments with examples drawn from their direct knowledge of representative Italian and European family firms.

Models of Scenario Building and Planning offers a unique and innovative exploration of the scenario approach. The book focuses on the analysis of the competitors' behavior; the analysis of risk and uncertainty; and the link between scenarios and strategies.