The value of manufacturing is (again) a new topic within the research agenda worldwide. A wide set of studies described the massive international relocation of manufacturing activities from Western to low-cost countries, sustained also by the low value associated with manufacturing activities, where serviced-based activities such as R&D and marketing contribute to support firm’s competitive advantage.
Recent studies on backshoring shed further light on the implications that an international location of manufacturing activities could have and highlight the many reasons for a rethinking of the choices made in the past. Implications in terms of product quality and innovation, customization, made-in effect are only some of the reasons that can push companies to consider in a different way the role of
manufacturing in value creation and the location strategy. The aim of the study is to focus on the relevance of marketing aspects when companies decide where to produce and the opportunity to back-shore manufacturing. The research is done by analysing
case studies manufacturing companies in traditional industries located within industrial districts, where traditionally manufacturing expertise used to be at the base of the competitive firms’ advantage.
