MADE IN ITALY: GLOBAL TRENDS AND NEW CHALLENGES.

Italian agro-food is the third industry in Europe, after Germany and France. The connection between culture and territory has made the Mediterranean dieta a value for the whole humanity. The relevance of agro-food industry for Italian economy leads us to investigate geographical strategies to promote the 'Made in Italy' in the world. We present results of some cases studies of agro-food firms. Our article offers an innovative perspective for promoting Italian agro-food industry in the world. It reinforces the idea that both technological and non-technological innovations have to be realized to support geographical diversification of firms. [ABSTRACT FROM AUTHOR]