Hybridization and servitization processes in traditional industrial districts: The case of Asolo-Montebelluna Sportsystem district

The objective of this thesis is to examine the processes of servitization and hybridization within a traditional industrial district. The research focuses on the evolution and future prospects of the Asolo–Montebelluna Sportsystem District, internationally renowned for its specialization in sports footwear and equipment. Once a symbol of manufacturing excellence, the district now stands in a maturity phase, facing significant structural challenges. The analysis integrates theoretical perspectives on industrial districts with the concepts of servitization and hybridization, emphasizing how the integration of services, culture, and creativity can foster competitiveness and renewal. The empirical investigation draws on seven semi-structured interviews: four conducted with companies operating within the district and three with local institutions actively involved in its development. The aim was to capture how these actors perceive the district, its ongoing transformation, the ways in which servitization and hybridization processes are emerging, and the potential role of tourism in strengthening its visibility, particularly in connection with major events such as the Milano–Cortina 2026 Winter Olympics. ​