24/01/2023 – Speak about “innovation” e “regeneration” often brings us back to environmental issues, reuse issues, saving and protecting the environment.
Actually, there is another aspect that concerns the territory as a resource that hosts population and natural elements and is linked to the living and working conditions that inevitably characterize the state of health of the territorial context, exalting (mortifying him) development opportunities.
Therefore, the innovation of the same socio-economic environment and the regeneration of the natural context, building, productive, with which to be able to create modernity and therefore offer opportunities rather than discomfort or gap with respect to more developed areas.
Based on this premise, a territory can be made attractive thanks to an ideal combination of natural and climatic characteristics, infrastructural and social, until it becomes an interesting space to invest in, in the tourism sectors, of residential construction, of manufacturing plants.
This requires a good connection between the association system, public system and entrepreneurial system, certainly a complex scenario, but it is good to remember that the market is changing rapidly and we can no longer consider public and private as watertight compartments, not only at an organizational level and as methodologies, but also in terms of interest from investors.
Those who need to invest require a territory capable of offering ideal conditions for an investment and therefore also the presence of an induced production and services with which to make its business model work. This is where opportunities arise in terms of innovation and regeneration of a territory, from a planning that aims to create the conditions necessary to make a place attractive, una location, a company reality with which to develop a strategic action.
The innovation therefore lies in the ability to re-read places, create technologically adequate services and infrastructures, regeneration consists in regenerating spaces and environments, but also people and professionalism, with a pinch of vision that allows us to write a more modern and interesting future for the area, strategically and looking at opportunities.
There are several examples of territory open to innovation and regeneration understood in this sense, you can build very interesting and useful projects, above all, opportunities can be created for multiple stakeholders at the same time. th and ’ task of a municipality, a union of municipalities, a territorial development association or an institution of the business association system imagine a direction and make it concrete by meeting companies interested in creating strategic partnerships in a win-win logic.
Consortia for the promotion and territorial development, marketing and territorial development agency such as those of Cortina d'Ampezzo or Alta Val Badia for example, have developed interesting collaboration programs with national and international companies, which to offer places, services, communication, events, facilities and from which to receive in return the presence of a well-known brand in the area, the organization of sports or cultural activities, the management of some communication campaigns.
And then the training of adequate professionals, able first to glimpse this scenario of opportunities and then to ride them with the acquisition of skills and methodology. A task that falls to the training institutions and to the realities responsible for territorial development. And a tangible example is the Master in “Territorial Development Manager for Innovation, regeneration, future, sustainability and well-being” organized in Puglia and currently in progress.
Whether you are an institution or a company, it is important to look resolutely to the future, acting today with very innovative planning and sometimes “of breaking” compared to the ordinary and the current. Opportunities today are ahead of us, they travel on the new technologies of the information and digital society, are created on the basis of a systemic approach, on the net and profoundly different from what was previously meant by the generalist terms of “marketing” , “territorial marketing”, “development” and similar.
Today we have many more different dynamics, many economic and even organizational schemes have changed radically, the territorial reality has become very fragmented and there are very different business models, in which technology modifies times and rhythms of a commitment that the entrepreneur must consider as a continuous update and not as a point of arrival.
Working with these premises it is possible to glimpse different scenarios and find market spaces in which to satisfy one's ability.
