Heritage and craftsmanship in the luxury sector: Martina Vidal Venezia case study. The value of artisanal independence in an era of globalisation.

This thesis investigates how the independence and autonomy of a historical artisan enterprise can contribute to value creation in the luxury sector with regard to a possible takeover by a multinational. The research question explores whether maintaining artisan autonomy can represent a competitive advantage in an increasingly globalised market dominated by large groups. Made in Italy, product quality and craftsmanship have always been distinctive traits of our country and constitute its main element of recognition worldwide. Precisely for this reason, large multinational groups have for some time been trying to integrate into their supply chain small craft enterprises capable of providing unique technical skills and know-how that are indispensable for achieving production excellence. This study analyses the importance of craftsmanship in the definition of luxury and how this is perceived in a context where production is almost completely mass-produced. The research examines the challenges and opportunities that craft businesses face in a globalised market, highlighting the paradox between maintaining authenticity and the need to grow and innovate. The Martina Vidal Venezia case study, a family-run luxury atelier that has been producing lace in the heart of Burano for four generations, is an example of how small craft enterprises continue to preserve their independence, guaranteeing a strong link with the cultural heritage of the territory and differentiating themselves from the homologation typical of large groups.