Territorial valorisation and marketing lab is established within the Department of Business Administration. The lab aims to valorise the territories as highly complex, viable systems, resulting from past natural and anthropological evolutions and from future plans. The lab activity consists of carrying out studies and research and developing ideas and plans to make a territory viable in its relationships with residents, tourists, and companies, following a perspective based on sustainability, harmony, and valorisation of cultural assets’ and local social-economic knowledge resources. The lab addresses places, people, territories and firms, nurtures beauty by making visible what is invisible, by weaving identity-based and innovation-based relationships within the community. It is intended as a subject to support territorial development.
The lab was established through a blend of two points of view, the economic-managerial one and the architectural one, drawing on the experience of the founders: Claudio Baccarani, full professor of management at the University of Verona, and Daniela Cavallo, licensed professional architect and adjunct professor of Territorial Marketing at the University of Verona. Professors and researchers of the Department of Business Administration and of the whole University as well as (near graduate) students take part to the lab.The lab carries out its activity in relation with other public and private actors who are involved in the development of territories.