Made in Italy, Falcone: ““Aprirsi al diverso e aiutarlo a integrarsi in Italia”

adnkronos

(Adnkronos) - Martedì 2 maggio si è tenuto l’evento di presentazione del nuovo numero di “The Corporate Communication Magazine”, intitolato “Brand Italia, il Paese che si racconta”, a margine del quale è intervenuta Cristiana Falcone, Direttore non esecutivo, Board Tim

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00:00 What is the attraction of the World Bank?

00:03 The attraction is on the one hand the ability of Italy to send messages abroad, but also within Italy,

00:13 about its beauty, about traditions, we talked about heritage today, it is very strong,

00:19 in fact we are at the top of the rankings in this field.

00:22 Then there is the other part, which is the dimension of investments, where the World Bank also puts us in the 50th place,

00:28 because the ability to do business in our country is not so exceptional, we are not efficient,

00:36 we have a whole series of obstacles, from a problem of taxes, from a problem of capital attraction,

00:41 access to capital, which do not make us have a result as we hope,

00:48 so on the part of the attraction, perhaps a couple of years ago, this metaphor of the "Rauca" mermaid was used,

00:54 a beautiful woman who still likes and attracts, but she can't sing as she should sing,

01:03 so there is a whole question of narrative communication and of using channels,

01:08 then depending on the audience, if we think of young people, we think of attracting new talents,

01:12 or retaining new talents, if we think of attracting young people to come to Italy,

01:17 even just to eat pizza or travel, it is clear that we must use new channels,

01:21 which are not just Instagram, Augmented Reality, Adesso, AI and whoever else,

01:27 on the other hand, for investments it is a little more complicated, because it is a fact of almost,

01:34 I don't want to say hate, because it is not hate, but there is a problem of understanding,

01:41 of the fact that if an investment comes from abroad and the conditions are negotiated based on Italian values,

01:49 both on preserving a certain type of labor force and on preserving a certain type of values,

01:55 perhaps related to sustainability, the foreigner who comes down should not be afraid,

02:01 also because we became a country in 1862, so we have seen many foreigners come down,

02:07 the problem is to be able to manage them, we have examples in the past, also recently,

02:11 of foreign investors who came to Italy and did not have a good experience,

02:16 precisely because of this inability to understand how to collaborate,

02:20 so for me it is not just a problem of making a system and creating processes,

02:24 which I think this government is trying to make simpler, but it is also a question of opening up to the different,

02:31 and helping it to integrate in Italy, either as an investor, or we know this new reality of the flat tax,

02:39 where you can come to live in Italy paying a fixed level of taxes,

02:45 and that is also another tool to attract people who can live with certain capacities,

02:50 and then the induction goes to benefit local entrepreneurial realities.

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