Entrepreneurial image of demand in the Italian yarn firms

This paper presents an exploratory study on the activities undertaken by the top decision‐makers of the Italian yarn firms to define an image of demand in this sector for the next collections. The ability to construct an image of demand, which has been shown in the past to be effective, is hypothesised to represent a factor of power acting in favour of one or the other party within the framework of the relationship with the direct customer. This explorative study was conducted using statistical data gathered by means of a multimethodological base, which includes secondary research (statistical data on the Italian yarn industry and trade, previous research) and first results from a survey analysis of a sample of Italian yarn firms.