{"id":19301,"date":"2015-04-27T00:00:00","date_gmt":"2015-04-26T22:00:00","guid":{"rendered":"https:\/\/www.xylon.it\/2015\/04\/27\/lindustria-delle-verniciinnovazione-e-visione-globale\/"},"modified":"2025-03-17T10:28:49","modified_gmt":"2025-03-17T09:28:49","slug":"lindustria-delle-verniciinnovazione-e-visione-globale","status":"publish","type":"post","link":"https:\/\/www.xylon.it\/en\/2015\/04\/27\/lindustria-delle-verniciinnovazione-e-visione-globale\/","title":{"rendered":"The paint industry: \ninnovation and global vision"},"content":{"rendered":"

The roundtable at the Teatro Imperiale in Montecatini Terme, organized by Verinlegno in occasion<\/b> of its 40th anniversari. <\/b><\/p>\n

Internationalization, research and development, eco-friendly products, economy and finance were<\/font><\/div>\n
the topics which gave life to the roundtable entitled “The Paint Industry, innovation and global<\/b><\/font><\/div>\n
vision”,<\/b> organized by Verinlegno<\/b> spa to celebrate its first 40 years of enterprise. The main<\/font><\/div>\n
participants which joined the Verinlegno Cda in the debate, held on February 20th, 2015, were:<\/font><\/div>\n
Vittorio Maglia, economic analyst and internationalization from Federchimica<\/b>; Matteo Aglio<\/font><\/div>\n
director at Avisa Federchimica<\/b>; Federica Landucci, president of the Industrial association of<\/b><\/font><\/div>\n
Pistoia<\/b>; the professor Mauro Marchetti, director at the Biomolecular Chemistry Institute of the Cnr<\/b><\/font><\/div>\n
in Sassari; the congressman Edoardo Fanucci<\/b>, of the Chamber of Deputies. The roundtable was<\/font><\/div>\n
presided by Andrea Biondi<\/b> journalist at “Il Sole 24Ore”.<\/font><\/div>\n
Forty years of attentive creation of our products, of product innovation research, of adjustment to<\/font><\/div>\n
the changed parameters of both the economy and the society. Verinlegno continues to bring its<\/font><\/div>\n
excellence to Italy and to the world since its founding in 1975, and today it looks with confidence<\/font><\/div>\n
and renewed commitment to the future challenges of the marketplace. With this roundtable the<\/font><\/div>\n
company aimed to open itself to the context in which it operates and make the over 300 participants<\/font><\/div>\n
of the event (employees, clients, suppliers, Italian and international collaborators, local authorities<\/font><\/div>\n
and administrators) fully aware of it.<\/font><\/div>\n
 <\/div>\n
THE CONTEXT<\/b><\/div>\n
Vittorio Maglia<\/b>, economist at Federchimica, cites John Donne in saying that: “If no man is an<\/i><\/font><\/div>\n
island entire of itself, but it’s a piece of the continent, a part of the main<\/i> – as written by the famous<\/font><\/div>\n
English poet – imagine a business enterprise<\/i>”. Every company is part of the scenario in which it<\/font><\/div>\n
operates. A context that finds its best interpreter in the highest representative of an over 2000 years<\/font><\/div>\n
old institution: “We are not living an era of changes, but rather a change of an era” as stated by<\/font><\/div>\n
Pope Francesco, making everyone aware that we are experiencing changes from which we can<\/font><\/div>\n
never turn back. It’s essential then, from the viewpoint of a company, to go beyond the geographic<\/font><\/div>\n
concept of globalization (the world as a marketplace) and thoroughly understand that:<\/font><\/div>\n
“Globalization has become an explosive phenomenon from the moment the time required for the<\/i><\/font><\/div>\n
exchange of information has been reduced. A chinese company today can have the same assets,<\/font><\/i><\/div>\n
information, technology and qualified manpower that we have<\/i>” That makes it necessary –<\/font><\/div>\n
maintains the economist – to go from imitation to innovation: “Because if the life cycle of the<\/i><\/font><\/div>\n
products becomes very short, we need to move faster and faster, even to just remain still.<\/i>” In this<\/font><\/div>\n
situation, as written by Michael Porter (“The competitive Advantage of nations<\/b>”) the competition is<\/font><\/div>\n
not just among firms, but among countries. Because: “If a Chinese company and a German one<\/i><\/font><\/div>\n
have the same abilities, what makes the difference in working in China, Germany or Italy is the<\/font><\/i><\/div>\n
system of a country, the cost of energy, the infrastructures, the regulations at the European, national<\/font><\/i><\/div>\n
and regional level”<\/i>…If you know what I mean.<\/font><\/div>\n
 <\/div>\n
 <\/div>\n
 <\/div>\n
ECONOMIC TRENDS<\/b><\/div>\n
Maglia<\/b> continues by clarifying the analysis: “Today, after the epochal crisis of 2009, the primary<\/i><\/font><\/div>\n
balance between income and cash outflow of the Italian government is in the black, and we are the<\/font><\/i><\/div>\n
second country in Europe with an active balance on the public scale. Unfortunately we have the<\/font><\/i><\/div>\n
burden of interest. The effort to obtain the trust from the international institutions has been<\/font><\/i><\/div>\n
enormous and therefore, at job done, we can suffer less restrictions. We are in a pretty good<\/font><\/i><\/div>\n
situation. Favorable conditions also derive from the monetary politics of the European Central<\/font><\/i><\/div>\n
Bank, which has put more currency in the system, thus decreasing the value of the Euro. Add to this<\/font><\/i><\/div>\n
the favorable situation resulting from the oil price slump. There are therefore the conditions for<\/font><\/i><\/div>\n
growth<\/i>”, as shown by the balance of the commercial scale, in the black by 83 billion, excluding the<\/font><\/div>\n
cost of energy. After Germany, there is us. Timely analyses say that even our exported products are<\/font><\/div>\n
of quality, innovative thanks to the great effort for innovation, an effort that is no longer on a day by<\/font><\/div>\n
day basis but rather increasingly founded on research. Therefore, concludes Maglia: “We are able to<\/i><\/font><\/div>\n
seize growth<\/i>” In this great challenge, he who has full awareness of the radical change of<\/font><\/div>\n
consumptions and consumers, wins. In concluding his analysis Maglia quotes Giorgio Squinzi<\/b>,<\/font><\/div>\n
current president of Confindustria: “We need to go farther to anticipate the clients’ needs. And<\/i><\/font><\/div>\n
chemistry is the ‘turbo’ of the ‘Made in Italy<\/i>‘” If method innovation is available to everyone, the<\/font><\/div>\n
industrial districts can only continue to grow with the innovation of products which comes from<\/font><\/div>\n
chemistry: varnishes, plastics, auxiliary products; this is why chemistry is the turbo of the Made in<\/font><\/div>\n
Italy.<\/font><\/div>\n
 <\/div>\n
RESEARCH AND PRODUCT INNOVATION<\/b><\/div>\n
If product innovation is the main key for the future, who better than the director of the Biomolecular<\/font><\/div>\n
Chemistry Institute of Cnr in Sassari can illustrate the state-of-the-art. “What’s the use of public<\/i><\/font><\/div>\n
research <\/i>– wonders in his premise the professor Mauro Marchetti <\/b>– if it doesn’t cooperate with the<\/font><\/div>\n
productive substratum?” And concludes: “It’s not of much use; unfortunately this collaboration is<\/i><\/font><\/div>\n
not an idyllic one and all too often different languages are spoken<\/i>” Instead it’s necessary to enter<\/font><\/div>\n
into a new reasoning and learn to take advantage of the available high competences, those of the<\/font><\/div>\n
Cnr as well as those of the University as demonstrated by the high recognitions from all over the<\/font><\/div>\n
world and from international publications: “We have, as Cnr, scientific competences, important<\/i><\/font><\/div>\n
equipment, branches all over Italy and about 20000 researchers (10000 of whom in training)”<\/i> It’s<\/font><\/div>\n
imperative, according to Marchetti, to go beyond a logic that tends to copy the know-how studied<\/font><\/div>\n
and applied by others. “If we want to run twice as fast, know-how has to be created and applied at<\/i><\/font><\/div>\n
home, in order to grow in competitiveness. And above all, it’s necessary to do it moving toward an<\/font><\/i><\/div>\n
eco-friendly chemistry<\/i>. In this direction: “Now is the time to look into the paints<\/i> – Marchetti<\/font><\/div>\n
continues – of the so-called chemical boxes capable of opening on command, measuring their<\/i><\/font><\/div>\n
release by time control, to improve the performance of the products, especially in terms of their<\/font><\/i><\/div>\n
noncorrosive capacity, but not only that. Some paints of this type, based on nanotechnology, are<\/font><\/i><\/div>\n
already known and in use, but many others are just waiting for somebody willing to realize them<\/i>”<\/font><\/div>\n
 <\/div>\n
AVISA’S ROLE<\/b><\/div>\n
Matteo Aglio<\/b>, director of Avisa, an association of paint firms, has identified, in the current<\/font><\/div>\n
context, what Avisa’s contribution could be. “We set out from an established assumption<\/i>” Aglio<\/font><\/div>\n
says: “Running a chemical company is not easy. We need to be able to tackle over 2000 rules and<\/i><\/font><\/div>\n
also guidelines, regulations, decrees, newsletters. We need to be able to understand legislative<\/font><\/i><\/div>\n
recommendations, not always clear, often contradictory, that change from region to region, from<\/font><\/i><\/div>\n
nation to nation<\/i>” All of this happens in local contexts in which “Negative preconceptions persist.<\/i><\/font><\/div>\n
The chemical plant is often seen as a mysterious place, where it’s not clear what exactly is being<\/font><\/i><\/div>\n
produced<\/i>.” Chemistry is negatively tagged even though, as Aglio says: “The chemical industry has<\/i><\/font><\/div>\n
had the least number of accidents in both 2014 and 2013… and has been the safest industry in<\/font><\/i><\/div>\n
years<\/i>.” Federchimica, which represents 1400 firms, with about 90000 agents and its 17 trade<\/font><\/div>\n
associations, such as Avisa, “is and wants to be, first of all, a team which safeguards all the<\/i><\/font><\/div>\n
associates’ common interests, but it’s also a place where one can find instant replies. This shows an<\/font><\/i><\/div>\n
ability to recognize critical situations that can be shared even with competitors because facing the<\/font><\/i><\/div>\n
same problems<\/i>.” And so Avisa becomes, according to Aglio, a point of reference able to offer<\/font><\/div>\n
innovative ideas and opportunities fitting the new era.<\/font><\/div>\n
 <\/div>\n
VERINLEGNO<\/b><\/div>\n
Incentives, analyses and solutions offered at the roundtable are part of Verilegno’s history, proof of<\/font><\/div>\n
a desire for innovation that was set up, in fact, since the beginning, as the company president and<\/font><\/div>\n
co-founder Antonio Bartoli <\/b>says: “Verinlegno has never followed the road of mass production, but<\/i><\/font><\/div>\n
has always had a niche approach, with sales that tended to find solutions to its clients’ problems, in<\/font><\/i><\/div>\n
wood painting. A choice<\/i> – Piero Marchetti <\/b>added – rewarded by the fact that we have always<\/i><\/font><\/div>\n
known paints very well, and still do; in fact we were born stained with paint and because of this the<\/font><\/i><\/div>\n
competition has regarded us with respect since the beginning, despite our small size. We couldn’t<\/font><\/i><\/div>\n
put ourselves at the multinational level, they would have eaten us up in three days, and so we<\/font><\/i><\/div>\n
always moved toward very innovative products and custom-made paints for our clients. Because<\/font><\/i><\/div>\n
every client works in a different way.<\/i>” This evolution was not at all certain, in the face of<\/font><\/div>\n
increasingly pressing norms. Experimental quality, born and applied on the field, has become over<\/font><\/div>\n
the years, with the contributions of many young collaborators, chemical analysts, researchers and<\/font><\/div>\n
external contributions, the contemporary excellence that opens itself to the world. “In the year 2000<\/i><\/font><\/div>\n
– says Sante Zandò <\/b>– Verinlegno began to study and produce innovative water-based and<\/i><\/font><\/div>\n
environmentally advanced products. The decision to go abroad arises from the evolution of the<\/font><\/i><\/div>\n
market and from the awareness that research done here in Italy was producing an added value that<\/font><\/i><\/div>\n
we could export, at first to countries in the Mediterranean area, then to Eastern Europe etc. Today<\/font><\/i><\/div>\n
we are present in over 40 countries, bringing forth our innovations, which result from a synergy of<\/font><\/i><\/div>\n
lab-work and commercial strategy. A virtuous network made possible by the fact that our paints<\/font><\/i><\/div>\n
dress furniture, an Italian excellence, first and foremost in the world. This has allowed us to face<\/font><\/i><\/div>\n
any market with quality products of great value<\/i>.” Claudio Lelli <\/b>descends into the basic everyday<\/font><\/div>\n
needs: “The reality of each day<\/i> – says Lelli, a Cda member – shows that we have lost a method of<\/i><\/font><\/div>\n
payment, checks. Basilea, regulations for anti-laundering and traceability, while understandable,<\/font><\/i><\/div>\n
have unfortunately deprived the economy of normal methods of payment, without providing any<\/font><\/i><\/div>\n
new ones. In 2008 46-47 percent of the Gdp circulated through checks, the majority of which were<\/font><\/i><\/div>\n
postdated (Source Sole 24Ore). It was a sort of credit line. Today our clients are in need, and the<\/font><\/i><\/div>\n
economy feels the need of new forms of payment, of something in between the ancient promissory<\/font><\/i><\/div>\n
note and the check.<\/i>” Between innovation and economic trends, Lelli went on: “We can truly say<\/i><\/font><\/div>\n
that our politicians haven’t had a global vision, at least so far<\/i>.” “Verinlegno’s global vision<\/i> –<\/font><\/div>\n
concluded Lelli – resides in having first dreamed, and then wanted, a manufacturing firm and an<\/i><\/font><\/div>\n
ever-growing industry. Decisions, strength, strategies and energy were combined with constant<\/font><\/i><\/div>\n
team work and ‘ant’ logic, and it all worked out. Let’s hope, I’m convinced that the future is the one<\/font><\/i><\/div>\n
suggested at this roundtable and we are ready to face the challenges that await us, but the<\/font><\/i><\/div>\n
institutional, administrative and legislative context must also play its part.”<\/font><\/i><\/div>\n
 <\/div>\n","protected":false},"excerpt":{"rendered":"

The roundtable at the Teatro Imperiale in Montecatini Terme, organized by Verinlegno in occasion of its 40th anniversari. Internationalization, research and development, eco-friendly products, economy and finance were the topics […]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-19301","post","type-post","status-publish","format-standard","hentry","category-news"],"acf":[],"yoast_head":"\nThe paint industry: innovation and global vision - Xylon.it online daily newspaper<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.xylon.it\/en\/2015\/04\/27\/lindustria-delle-verniciinnovazione-e-visione-globale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The paint industry: innovation and global vision - Xylon.it online daily newspaper\" \/>\n<meta property=\"og:description\" content=\"The roundtable at the Teatro Imperiale in Montecatini Terme, organized by Verinlegno in occasion of its 40th anniversari. 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