Chapter 8: teaching notes [The case of Marlegno]

Marlegno is an Italian small to medium-sized family firmata that operates in the green building construction industry, designing and manufacturing customized timber houses, buildings, and structures. The case can illustrate the importance of digitalization as a driver for process innovation, servitization of the business model, and organizational change by analyzing the adoption of digital innovations by a company in a traditional industry. In addition, the case demonstrates how open innovation approaches can boost the innovation process. Finally, it is a learning resource that helps understand the evolution of the green building construction industry and real estate from the financial crises in 2008 to the advent of smart homes.