Titolo Rivista:  MEMORIA E RICERCA

Autori/Curatori: Thomas Brandt

Anno di pubblicazione: 2006 Fascicolo: 23 Lingua: IT
Numero pagine: 12 Dimensione file: 378 KB

Presentazione:
The Vespa in the United States: the cultural transfer of an Italian product In the 1950s and ’60s the Piaggio company attempted to export the Vespa into the American market, but met with relatively little success. The author suggests that differences in the urban transport environment, as well as those in the sociocultural context between Europe and America account for this failure, as well as structural problems with distribution and service networks. Although the Vespa was highly successful in becoming a symbolic icon of an Italian lifestyle, this was not regarded as appropriate to the USA.