The quaternary entrepreneur.

Gian Paolo Prandstraller

The quaternary entrepreneur.

The avant garde of non-material capitalism

What economic phase will follow on the postindustrial, in the new century? A non-material capitalism is burgeoning, based on sophisticated, personalized, philosophical services. Through bold mobilisation processes targeting potential users, this type of capitalism can offer creative services to great masses of people.

Leggi Anteprima

Pages: 144

ISBN: 9788856808179

Edizione:1a edizione 2009

Publisher code: 2000.1254

Can print: No

Can Copy: No

Can annotate: Sì

Format: PDF con DRM for Digital Editions

Info about e-books

For some time now, Gian Paolo Prandstraller, sociologist and writer, professor of sociology at the University of Bologna, has explored the "post-industrial" world through such works as Forze sociali emergenti: quali, perché? (Milan 1988) L'uomo senza certezze e le sue qualità (Rome-Bari 1991) and Il lavoro professionale e la civilizzazione del capitalismo. Il capitalismo cognitivo americano e la sfida economica cinese (Milan 2004).
Now, he asks: what economic phase will follow on the postindustrial, in the new century? In this book, he attempts to answer the question. A non-material capitalism is burgeoning, based on sophisticated, personalized, philosophical services. Through bold mobilisation processes targeting potential users, this type of capitalism can offer creative services to great masses of people. Such services can confer fame and wealth on those who offer them, thus ushering in an indestructibly powerful entrepreneurial
elite. The last two chapters, which discuss the Po cities as ideal cities, and the core problem of Northeastern Italy, demonstrate that Italy can be considered a testing ground for the new economic direction. The author examines a new type of leader, defined as a "populist non-ideological leader". In Europe, we find examples of this figure in Tony Blair and Nicolas Sarkozy.

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Presentation
What is the quaternary economy, and where is it leading us?
From the tertiary to the quaternary, an inevitable progression. History, philosophy, visual arts, architecture, music, cinema, technology and science enter into the productive process
User mobilization: a key phenomenon in the quaternary phase
The great movers in music (songwriters and singers, rock artists, record producers, orchestra conductors, etc.), in show business, television, literature. Case studies on Richard Branson, David Geffen, Elton John, Madonna, Vasco Rossi, Johnny Depp, Roberto Benigni
The great movers in fashion, fashion accessories and design. Case studies on Giorgio Armani, Dolce & Gabbana, Krizia, Prada, Ettore Sottsass, Ron Arad, Philippe Starck, Giorgetto Giugiaro
Mobilization linked to the perception of new social needs. Case studies on Google, Saes Getters, Grotto Gas, Lino Dainese, Morellato, Autogrill, Ikea, Finmeccanica, Ferrari
Mobilization in mass commercial distribution. A new leisure sector
Entrepreneurs and professionals of the quaternary. The "great" professionals
Social classes in the quaternary context
The non-ideological European populist leader: Tony Blair, Nicolas Sarkozy
The quaternary and Italy. Cities of the Po basin as ideal cities
The true problem of northern Italy
Bibliography

Serie: Varie

Subjects: Economic Sociology, Sociology of Work and Organizations

Level: Non-fiction

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