Introduction to the country

The country that we have chosen to launch our product is Italy (Italia).

Geography
the country has an area of 301,225 sq. km. (116,303 sq. mi.); about the size of Georgia and
Florida combined.  Capital of Italy is Rome (pop. 2.8 million, 3.7 million metro). Other main
cities include Milan (1.3 million, 3.9 metro), Naples (975,000, 3 million metro), Turin (900,000,
2.1 million metro). The climate is generally mild Mediterranean; cold northern winters.

People
Nationality of people living in Italy is Italian(s). Total population (November 2009 est.) is 60.3
million.  Annual population growth rate (2008 est.): 0.07%, mostly due to immigration.
Population is primarily Italian, but there are small groups of German-, French-, Slovene-, and
Albanian-Italians. The major religion is Roman Catholic (majority) while the official language is
Italian. Sixteen years of education is compulsory while literacy rate is 98%. Total work force is
24.97 million in 2009. The Services sector is 67%, industry and commerce is 29% while
agriculture is 4%. Unemployment rate is 7.8%.

Government
government form is Republic since June 2, 1946. The major branches of government is
executive--president (chief of state), Council of Ministers (cabinet) headed by the president of the
council (prime minister). Legislative--bicameral parliament: 630-member Chamber of Deputies,
315-member Senate (plus a varying number of "life" Senators).Judicial--independent
constitutional court and lower magistracy. The country is divided in 94 provinces, 20
regions. The major political parties include People of Liberty, Democratic Party, Northern
League, Italy of Values, Union of the Center, Movement for Autonomy. 

Economy
GDP (purchasing power parity, 2009): $1.8 trillion.GDP per capita (purchasing power parity,
2009): $29,500. GDP growth: -5.0% (2009); -1.0% (2008); 1.5% (2007); 1.8% (2006); 0.5%
(2005); 1.5% (2004), 0.0% (2003 est.); 0.5% (2002); 1.8% (2001). Natural resources: Fish and
natural gas.  Agriculture: Products--wheat, rice, grapes, olives, citrus fruits, potatoes, sugar
beets, soybeans beef, dairy products. 

Industry: Types--tourism, machinery, iron and steel, chemicals, food processing, textiles, motor
vehicles, clothing, footwear, ceramics.  Trade: Exports (2009)--$402.9 billion f.o.b.: mechanical
products, textiles and apparel, transportation equipment, metal products, chemical products, food
and agricultural products. Partners (2008)--Germany 12.8%, France 11.8%, Spain 6.5%, U.S.
6.3%, U.K. 5.3%. Imports (2009)--$408.6 billion f.o.b.: machinery and transport equipment,
foodstuffs, ferrous and nonferrous metals, wool, cotton, energy products. Partners (2008)--
Germany 16.0%, France 8.6%, China 6.3%, Netherlands 5.4%, Russia 4.3%, Spain 3.9%,
Belgium 3.8%.

PEOPLE
Italy is largely homogeneous linguistically and religiously but is diverse culturally,
economically, and politically. Italy has the fifth-highest population density in Europe--about 200
persons per square kilometer (about 500 per sq. mi.). Minority groups are small, the largest being
the German-speaking people of Bolzano Province and the Slovenes around Trieste. There are
also small communities of Albanian, Greek, Ladino, and French origin. Immigration has
increased in recent years, however, while the Italian population is declining overall due to low
birth rates. Although Roman Catholicism is the majority religion--85% of native-born citizens
are nominally Catholic--all religious faiths are provided equal freedom before the law by the
constitution.

Culture of Italy:

From the 1st century BC (antiquity) until at least to all the 16th century, Italy was the central
place of Western culture, fulcrum or origin of universal phenomena as the Roman
Empire, Roman Catholic Church, Humanism and Renaissance. Dring these times, Italy produced
some of the greatest painters, sculptors, poets, musicians, mathematical and architects in history.
Italian painters, sculptors, composers, and architects also dominated the Baroque art movement
that began near the end of the Renaissance and ended in the 18th century. Both the internal and
external facets of Western Civilization were born on the Italian peninsula, whether one looks at
the history of the Christian faith, civil institutions (like the Senate),
modern astrology, philosophy,law,s art, science, nuclear energy or social customs and culture.

Italy did not exist as a political state until its unification in 1861. Due to this comparatively late
unification, and the historical autonomy of the regions that comprise the Italian peninsula, many
traditions and customs that are now recognized as distinctly Italian can be identified by their
regions of origin. Despite the political and social isolation of these regions, Italy's contributions
to the cultural and historical heritage of Europe remain immense. Elements which are famous of
the Italian culture are its opera and music, its iconic gastronomy and food, which are commonly
regarded amongst the most popular in the world (with famous dishes such
as pasta, pizza, lasagna, focaccia, espresso and Italian gelato), its cinema (with classic films such
as 8½,Bicycle Thieves, Cinema Paradiso, La Dolce Vita, Life is Beautiful, The Good, the Bad
and the Ugly etc.), its collections of priceless works of art and its fashion (Milan is regarded as
one of the fashion capitals of the world).

Italy is home to the greatest number of UNESCO World Heritage Sites (44) to date. From the
precepts of the Roman Catholic Church, the spirit of the Renaissance and the Enlightenment, are
events which greatly shaped Italy's architecture, culture and art. Italy also has the world's 8th
highest quality of life index, 2nd best healthcare system and 19th highest life expectancy.

Language

Italian is the official language of Italy, and 93% of population is native Italian speakers. Around
50% of population speaks a regional dialect as mother tongue. Many dialects are mutually
unintelligible and thus considered by linguists as separate languages, but are not officially
recognized. Friulian, one of these dialects, is spoken by 600,000 people in the north east of Italy,
which is 1% of the entire population. Other northern minority languages include Ladin, Slovene,
German, which enjoys equal recognition with Italian in the province of Alto-Adige, and French,
which is legally recognized in the Alpine region of the Val d'Aosta.

Albanian is spoken by 0.2% of the population, mainly in the southern part of Italy, as too are
Croatian and Greek.
Catalan is spoken in one city, Alghero, on the island of Sardinia, by around 0.07% of the
population. On the rest of the island, Sardinian is spoken by over 1m, which comes to 1.7% of
the Italian population.

Literature:

Italian literature began after the founding of Rome in 753 BCE. Roman, or Latin literature, was
and still is highly influential in the world, with numerous writers, poets, philosophers,
and historians, such as Pliny the Elder, Pliny the
Younger, Virgil, Horace, Propertius, Ovid and Livy. The Romans were also famous for their oral
tradition, poetry, drama and epigrams. Even though most of these were inspired or even copied
from the Ancient Greeks, Roman epigrams were usually far more satyrical, sometimes using
obscene language to give them an exciting effect. Most of the Roman epigrams were inscriptions
or graffiti.

Italy also has a rich oral tradition. Characters of Italian folklore purvey cultural expectations as
well as give credence to widespread beliefs. One such notable character is "Giufà" of the
southern Italian and Sicilian oral tradition.
Religions:

Roman Catholicism is by far the largest religion in the country, although the Catholic Church is
no longer officially the state religion. The proportion of Italians that identify themselves as
Roman Catholic is 87.8%, although only about one-third of these described themselves as active
members (36.8%).

Most Italians believe in God, or a form of a spiritual life force. According to the most
recent Eurobarometer Poll 2005: 74% of Italian citizens responded that 'they believe there is a
God', 16% answered that 'they believe there is some sort of spirit or life force' and 6% answered
that 'they do not believe there is any sort of spirit, God, or life force'.

Architecture:

Italy has a very broad and diverse architectural style, which cannot be simply classified by
period, but also by region, due to Italy's division into several city-states until 1861. However, this
has created a highly diverse and eclectic range in architectural designs. Italy is known for its
considerable architectural achievements, such as the construction of arches, domes and similar
structure during ancient Rome, the founding of the Renaissance architectural movement in the
late-14th to 16th century, and being the homeland of Palladianism, a style of construction which
inspired movements such as that of Neoclassical architecture, and influenced the designs which
noblemen built their country houses all over the world, notably in the UK, Australia and the US
during the late-17th to early 20th centuries. Several of the finest works in Western architecture,
such as the Colosseum, the Milan Cathedral and Florence cathedral, the Leaning Tower of Pisa
and the building designs of Venice are found in Italy. Italy has an estimated total of 100,000
monuments of all varieties (museums, palaces, buildings, statues, churches, art galleries, villas,
fountains, historic houses and archaeological remains).

Italian architecture has also widely influenced the architecture of the world. Italianate
architecture, popular abroad from the 16th to mid-20th century, was used to describe foreign
architecture which was built in an Italian style. British architect Inigo Jones, inspired by the
avant-garde designs of Italian buildings and cities, in the early-17th century, brought back these
ideas with him to London, and ever since, this Italianate architecture has been popular in
construction designs all over the world.

Along with pre-historic architecture, the first people in Italy to truly begin a sequence of designs
were the Greeks and the Etruscans. In Northern and Central Italy, it was the Etruscans who led
the way in architecture in that time. Etruscan buildings were made from brick and wood, thus
few Etruscan architectural sites are now in evidence in Italy, with the exception of a few in
Volterra, Tuscany. The Etruscans strongly influenced Roman architecture, as they too used to
build temples, fora, public streets and acqueducts. The heavy pillars and porches created by the
Etruscans, and their city gates were also a significant influence on Roman architecture
The Architecture of Ancient Rome adopted the external Greek architecture around 12th century
B.C. for their own purposes, creating a new architectural style. The two styles are often
considered one body of classical architecture. This approach is considered reproductive, and
sometimes it hinders scholars' understanding and ability to judge Roman buildings by Greek
standards, particularly when relying solely on external appearances. The Romans absorbed
Greek influence, apparent in many aspects closely related to architecture; for example, this can
be seen in the introduction and use of the Triclinium in Roman villas as a place and manner of
dining. The Romans, similarly, were indebted to their Etruscan neighbors and forefathers who
supplied them with a wealth of knowledge essential for future architectural solutions, such as
hydraulics and in the construction of arches.

Italy was widely affected by the Early Christian age, with Rome being the new seat of the pope.
The Byzantines also came to Italy, creating several buildings, palaces and churches in their own
style.

The Christian concept of a "Basilica" was invented in Rome. They were known for being long,
rectangular buildings, which were built in an almost ancient Roman style, often rich in mosaics
and decorations. The early Christians' art and architecture was also widely inspired by that of the
pagan Romans; statues, mosaics and paintings decorated all their churches. Late-Christian
frescos can be easily seen in some of the many catacombs in Rome.

In between the Byzantine period and the Gothic period was the Romanesque movement, which
went from approximately 800 AD to 1100 AD. This was one of the most fruitful and creative
periods in Italian architecture, with several masterpieces, such as the Leaning Tower of Pisa in
the Piazza dei Miracoli, and the Basilica of Sant'Ambrogio in Milan were built. It was called
"Roman"-esque because of its usage of the Roman arches, stained glass windows, and also its
curved columns which commonly featured in cloisters.

The Gothic architecture appeared in Italy in the 12th century. Italian Gothic always maintained
peculiar characteristic which differentiated its evolution from that in France, where it had
originated, and in other European countries. In particular, the architectural ardite solutions and
technical innovations of the French Gothic cathedrals never appeared: Italian architects preferred
to keep the construction tradition established in the previous countries. Aesthetically, in Italy the
vertical development was rarely important.

Italy of the 15th century, and the city of Florence in particular, was home to the Renaissance. It
is in Florence that the new architectural style had its beginning, not slowly evolving in the way
that Gothic grew out of Romanesque, but consciously brought to being by particular architects
who sought to revive the order of a past "Golden Age". The scholarly approach to the
architecture of the ancient coincided with the general revival of learning. A number of factors
were influential in bringing this about.
Italy, in the late 18th and early 19th centuries, was affected by the Neoclassical architectural
movement. Everything from villas, palaces, gardens, interiors and art began to be based on
Roman and Greek themes and buildings were also widely themed on the Villa Capra "La
Rotonda", the masterpiece by Andrea Palladio.

Rationalist-Fascist architecture was an Italian architectural style developed during the Fascist
regime and in particular starting from the late 1920s. It was promoted and practiced initially by
the Gruppo 7 group, whose architects included Luigi Figini, Guido Frette, Sebastiano Larco,
Gino Pollini, Carlo Enrico Rava, Giuseppe Terragni, Ubaldo Castagnola and Adalberto Libera.
Two branches have been identified, a modernist branch with Giuseppe Terragni being the most
prominent exponent, and a conservative branch of which Marcello Piacentini and the La Burbera
group were most influential.

Some of the main architects working in Italy between the end of the 20th century and the
beginning of the 21st are Renzo Piano, Massimiliano Fuksas and Gae Aulenti. Piano's works
include Stadio San Nicola in Bari, Auditorium Parco della Musica in Rome, the renovation
works of the Old Port of Genoa, Padre Pio Pilgrimage Church in San Giovanni Rotondo; among
Fuksas' projects (As of January 2011) are Grattacielo della Regione Piemonte (skyscraper of
Piedmont Region) and Centro Congressi Italia Nuvola at EUR, Rome. Gae Aulenti's Italian
works feature the renovation works of Palazzo Grassi in Venice and the Stazione Museo
("Museum Station") of Naples Metro.

Media and sensor ship:

The first form of televised media in Italy was introduced in 1939, when the first experimental
broadcasting began. However, this lasted for a very short time: when fascist Italy entered World
War II in 1940 all the transmission were interrupted, and were resumed in earnest only nine
years after the end of the conflict, in 1954. There are two main national television networks
responsible for most viewing: state-owned RAI, funded by a yearly mandatory licence fee
and Media set, commercial network founded by current Italian Prime Minister Silvio Berlusconi.
While many other networks are also present, both nationally and locally, these two together
reach 80% of the TV ratings, as detailed further below.

As with all the other media of Italy, the Italian television industry is widely considered both
inside and outside the country to be overtly politicized. The public broadcaster RAI is, unlike
the BBC which is controlled by an independent trust, under direct control of the government; the
most important commercial stations in the country are, in turn, owned by the current prime
minister. According to a December 2008 poll, only 24% of Italians trust television news
programmes, compared unfavourably to the British rate of 38%, making Italy one of only three
examined countries where online sources are considered more reliable than television ones for
information. Also, along with Turkey, Italy has one of the lowest levels of press freedom in
Europe, even falling behind some ex-communist countries, such as Poland and the Czech
Republic.

Cultural Dimensions:

We analyze the cultural dimensions of Italy by analyzing the Hofstede's Cultural

Dimensions:

Power distance

Power distance, according to Hofstede, is the extent to which people expect and are
willing to accept that power is distributed unequally. Italy falls in the middle on the
index overall.

Italians seem to expect differences in power between people, yet they are often
cynical about persons in positions of authority. Italians love to ridicule authority and
people in positions of power. Breaking petty rules is a source of amusement for many
Italians.

Offices in Italy are ruled by formality. Subordinates are rarely allowed to call their
superiors by their first names.

In addition, personal titles are very important in Italy. Until you are invited to use
someone's first name, you should always say "Signore" or "Signora" followed by their
last name.

Individualism

Individualism is defined as societies in which ties between people are loose meaning
individuals are only responsible for themselves and their immediate family.
In collective cultures people are born into a group. They remain members of that
cohesive group for their entire lives. Their identity is shaped by their "in-group" and
throughout their lifetime belong to strong, cohesive in-groups.

Italians tend to take care of themselves and their immediate family first and foremost.
It is not uncommon for grown children to live with their parents for years.

Italian businesses are primarily owned by individuals and families. Business is

preferably done with people with which one is familiar. Italian decision-making is
done behind the scenes, among the in-group. Business meetings are then used to ratify
the decision and communicate it to others.

Unacquainted guests will not be invited into an Italian home. Coffee or dinner will be
taken with non-family members at a cafe or restaurant.

Masculinity

Masculine societies have clearly defined gender roles. Men are tough, assertive.
Women are modest, tender, nurturing. In feminine societies gender roles overlap.
Dominant values in masculine societies are material success and progress and
conflicts are resolved through fighting. Feminine societies value people and
relationships and resolve conflicts through compromise and negotiation.

Italy is a fairly masculine society and ranks slightly higher on this index than the
United States. Many Italian men still treat women with gallantry and value machismo.
Although women have entered the workforce, their numbers are still small and few
are in upper echelon positions. Italian household are the sole domain of women;
Italian women for the most part cook, clean and care for the children.

Italians place a prime importance on material possessions. It is very important to look

good in Italy. However, like a more feminine culture, Italians also know how to take
time to appreciate the good things in life. Italians work in order to live rather than
living to work. Ambition is not prevalent in Italian culture.

Italy is a paternalistic country with the father taking the authoritative role in family
matters.

Uncertainty Avoidance

Hofstede defines uncertainty avoidance as the extent to which people feel

threatened by uncertain or unknown situations.

Italy is a very old country that has survived numerous wars, political upheavals, and
economic changes. These changes seem to have bred in Italians a greater fear of the
unknown.

By and large Italians prefer to do business with people they know. In addition, Italians
prefer to know something about an individual before they speak with him/her on the
phone. Thus, in business one should send an introductory fax and follow-up with a
phone call.
Trompenaars' cultural dimensions:

Italy

Universalism vs. Particularism Universalistic

Individualism vs. Communitarianism More communitarian

Affective vs. Neutral More affective

Specific vs. Diffuse More diffuse

Achievement vs. Ascription More ascriptive

Locus of Control Internal

Time Orientation Past-Present/more synchronous

Universalism vs. Particularism

Universalistic cultures focus more on rules than relationships, have a preference for

legal contracts, and believe there is only one truth. In universalistic cultures a deal is
a deal. Trust is based on honoring your word or contract. Fairness is treating all
people the same. Particularistic cultures focus more on relationships, change legal
contracts easily and believe in several perspectives on reality. Particularists evolve
their relationships to suit the situations.

No matter what is said in business negotiations, in Italy the contract itself is what is
important. The legal written document is binds the parties involved.

Individualism vs. Communitarianism

Individualism is defined as societies where people ideally achieve alone, use "I"
frequently and take vacations singly or in pairs. Communitarian societies, on the
other hand, use "we" more often, achieve better in groups, and vacation in organized
groups. In individualistic cultures, decisions can be made quickly by representatives
at negotiations, while in collective cultures, the representatives must defer to the
organization.
The more collective nature of Italy can be seen in many ways. It is not uncommon for
grown children to live with their parents for years.

Italian businesses are primarily owned by individuals and families. Business is

preferably done with people with which one is familiar. Italian decision-making is
done behind the scenes, among the in-group. Business meetings are then used to ratify
the decision and communicate it to others.

Unacquainted guests will not be invited into an Italian home. Coffee or dinner will be
taken with non-family members at a cafe or restaurant.

Affective vs. Neutral

Affective cultures readily express their thoughts and feelings. Expressing feelings

relieves tension. Emotions flow easily. Touching and gestures are common.
Statements are dramatic and fluent. Neutral cultures do not openly reveal thoughts
and feelings, admire self-possessed behavior and frown on physical contact.

Italians are more affective. They feel freer to express their emotions. Italians are
generally stereotyped as talking with their hands. Gesturing is indeed very common in
Italy. Italians can loudly quarrel with each other over a topic and still remain close
friends and colleagues after.

Specific vs. Diffuse

The specific vs. diffuse dimension explains the degree of people's involvement in
relationships. Specific cultures get to know people easily and maintain flexible
relationships; yet specific cultures make acquaintances for specific or limited
reasons. Diffuse cultures on the other hand, keep their distance from unknown
others. Individuals are slower to develop relationships, however, once an individual
has been accepted in a diffuse culture that person is in all the way.

Italy is a fairly diffuse culture. Italians take time to get to know people. They will
invite you for lunch before completing negotiations about a business contract. They
want to observe you and feel they know you. Once you are accepted though, you are
welcomed with open arms.

Italian culture however does display some features of specificity. For example,
Italians observe strict lines between work and home life. What an Italian does after
business hours is not and should not be of any interest to the company.
Italians can loudly quarrel with each other over a topic and still remain close friends
and colleagues after.

It is considered inappropriate for managers to own voting stock in the company which
employs them. This is official policy at Fiat, Italy's largest private company.

Achievement vs. Ascription

Achievement vs. Ascription dimensions deals with the ways a culture accords status
to people whether it is through what you achieve or through who you are
(ascription).

While not as ascriptive as other cultures like Japan, Italy is less ascriptive oriented.
Italians do not admit to being ambitious. In Italy authority travels with an individual
rather than with a title or position.

Locus of Control

Locus of Control describes the extent to which people in a culture feel that they have
control over and can impact their surroundings.

Italy is internally controlled on this dimension.

Time Orientation

Past/present cultures show respect for ancestors and elders and tend to view
current happenings with regard to past experiences. Past/present-oriented cultures
live in the here and now. Future cultures plan extensively for the future, respect
youth, and talk of prospects. Synchronic cultures do activities simultaneously and
appointment times are approximate. Relationships are more important than
schedules. Sequential cultures do tasks one at a time and respect plans and
timetables.

Italy is past/present and more synchronic. Italian's more synchronic nature can be seen
in their less strict time schedules. Americans may find the Italian time frame to be
more fluid. However, Italians seem to be moving to more strict punctuality,
particularly in the more industrialized north. Italians have learned to take the long
view, anticipating the unexpected and coping with surprises philosophically
Hall's Context Dimension
Hall defines high context communication as one in which most of the information is
either in the physical context or internalized in the person, while very little is in the
coded, transmitted part of the message. In low context communication almost all
information is contained in the code of the message.

Italian's extensive use of gestures is one indication of their higher context culture.

However, Italy also does not have many formal rules about behavior.

Red Tape

Italian bureaucracy is very complicated. Things that are taken for granted elsewhere
often involve endless paperwork and a lot of legwork. To buy a car in Italy, you must
produce a certificate of residence from your community. You must carry your
passport and driver’s license at all times for identification.
Touch
Italians touch more than do Anglo-Saxons and Asians. During conversation they may
touch your forearm. Touching the legs while sitting and conversing, however, shows
intimacy or the desire for it.

It is common to see two men or women walking arm in arm, a fraccetto. It shows
friendship. Holding hands or holding someone around the waist, shows intimacy.

In Italy shaking hands is common; hugs used to say hello or good-bye are common
but usually between friends. You may kiss each other lightly on the cheek.

Men do not pinch women on the buttocks anymore.

Introductions
Stand up if you are a man when someone is introduced to you. If you are a woman,
only stand up when you are meeting someone of great importance or prestige.
Women or elderly persons offer their hand, or give a small bow of the head.

Introduce

 The lesser person to the more important one.

 The man to the woman.
 The younger person to the older.
Mafia
The concept of family in Italy - patriarchy, unity, loyalty, solidarity - can be seen in
the Italian Mafia. The origins of the Mafia go back centuries to the time when Sicily
was invaded by the Arabs and the Normans. Foreign domination provoked the
inhabitants to set up a sort of underground government and legal system of their
own. In the second half of the 19th century Sicilian emigrants exported the concept
of cosa nostra to the eastern United States. There it became a romanticized criminal
organization, which spread back to Italy. The object of these groups is power and
money by means of violence and corruption. The Sicilian Cosa Nostra is made up of
about 180 families with 5,000 members; the Neapolitan Camorra has about 7,000
member; and the Calabrian 'Ndrangheta has about 5,000 members. In the 1980s
homicides in Mafia-controlled areas were an average of 5.91 a year per 100,000
inhabitants in Naples, 6.8 in Palermo and 18.67 in Reggio Calabria, compared with
only 1.37 in Milan.

The Mafia is not a centralized organization, but a territorial division of areas

controlled by a few powerful families. Mafia crimes range from those directly related
to its activities (drug trafficking, extortion) to those caused by inter-Mafia wars and
attacks against the forces of law and order, e.g. the assassination of General Dala
Chesa in 1982 and Judges Falcone and Borselino in the early 1990s. The Mafia makes
huge profits in drugs, controlling public works and laundering money into legal
activities in and outside Italy.

The Mafia is still strong in Italy. The Mafia has a long involvement and a strong
influence in the ruling class and politicians in power. The Mafia controls industry and
many Mafia members own large corporations. There has been some success in the
struggle against the Mafia.

Society:

Italy has been nominated 2009's sixth most internationally valued country, coming ninth in
export branding 2008, first in tourism branding, second in cultural branding, third in people
branding and ninth in immigration branding.

Healthcare spending in Italy has accounted for more the 9.0% of the country's GDP, slightly
above the OECD countries' average of 8.9%, however, this has resulted in Italy having the
world's 2nd best healthcare system, 19th highest life expectancy and the world's 3rd best
healthcare performance. Italy's life expectancy at birth was in 2004 80.9, two years above
the OECD average.

Nevertheless, in Italy, just like in virtually all OECD countries, there has been an increase in the
proportion of overweight and obese people. This figure rose from 7.0% in 1994 to 9.9% in the
year 2005. There are now also in hospital structures in Italy for this group of people.

On addition to this, the proportion of daily smokers fell in the same period from 1990 to 2005
from 27.8% to 22.3% (OECD: 24.3%). Since 10 January 2005, there is also a general smoke ban
on all public buildings. Anyone who violates this law must pay a fine from €27.5 to €275.

Italian society is often divided into different ranks of social class. The Romans' society was
largely as hierarchical, with slaves (servi) at the bottom, freedmen (liberti) above them, and free-
born citizens (cives) at the top. Free citizens were themselves also divided by class. The broadest,
and earliest, division was between the patricians, who could trace their ancestry to one of the
100 Patriarchs at the founding of the city, and the plebeians, who could not. Today, Italian
society is divided between the Bourgeosie, the white collar middle class, the petit urban
bourgeosie, the petit rural bourgeosie, the urban working class and the rural working class.

The treatment of women has changed dramatically in Italy over the ages. Women in Ancient
Rome who were nobles were citizens, but could not run for political office or vote. Down to the
1950s and 60s, women had far fewer rights than men, since Italian society until the mid-20th
century was mainly patriarchal. There were some distinguished women in Italy before the fifties,
such as Elena Piscopia (the world's first female laureate),Maria Gaetana Agnesi (scholar,
mathematician and philosopher) and Maria Montessori (educator), but women in Italy were
rarely well-educated and were typically housewives, or nuns. Today Italian women have rights
equal with men, and enjoy employment, business, and educational opportunities. However, the
attitude towards equality also varies depending on the region; the south is often more traditional,
thus more patriarchal. It is also important to consider that in 2010, Italy's ranking in the Global
Gender Gap Report worsened further from 72 in 2009 to 74 in 2010, compared to for example,
Nordic countries at the top, the United States at 19, France at 46, and China at 61.

Italy legally accepts homosexuals and transgendered individuals, however these people may face
legal challenges not experienced by non-LGBT residents. Same-sex sexual activity is legal in
Italy, but same-sex couples and households headed by same-sex couples are not eligible for the
same legal protections available to opposite-sex couples.

Italian opinions are changing and people now tend to be more supportive and liberal towards
lesbian, gay, bisexual, and transgender (LGBT) rights, though Italy is still more repressive than
other European nations. Tolerance is seen in a peculiar way due to the religious influence of
the Roman Catholic Church, which has been ingrained in Italian society for 1,700 years.
Conservative Italian politicians such as Silvio Berlusconi have often been opposed to expanding
gay rights.[61]A Eurobarometer survey published in December 2006 showed that 31% of Italians
surveyed supported same-sex marriage and 24% recognized a same-sex couple's right to adopt
(theEU-wide average was 44% and 33%, respectively). [62] A 2007 poll asked whether Italians
supported a civil partnership law for gays: support for the measure was 45%, with 47% opposing
it (8% said they were unsure). Homosexuals are also fully allowed to serve in military service.

Over the centuries, Italy has boasted numerous people of excellence in many fields, including

some of the most renowned geniuses, architects, actors, polymaths, artists, personalities,
entrepreneurs, and politicians of all time.

Italians' social customs and daily lives have profoundly changed since World War II,
transforming the nation from a highly traditional, agricultural-based society, into a progressive
and modernized one. This is especially reflected in the fact that women play a far greater role
today in politics and higher education than they did before.

Most Italians currently favor activities such as going to the cinema, reading newspapers,
watching television, and listening to the radio; reading books and playing sports has proven to be
less popular. According to some surveys, Italians are generally highly satisfied with social
relations and family, healthcare, daily life and friendship relations; however, Italians find
economic status and job opportunities generally less satisfying, especially with the fact
that Southern Italy still suffers from relatively high unemployment. Also, meeting up and
socializing with piazzas, bars, discos, pizzerias and restaurants remains popular with Italians,
especially the younger generation. Automobiles are still a large part of Italian daily life, though
this results in many cities being congested.

Art:

Italian art describes the visual arts in Italy from ancient times to the present. Ancient Rome was a
major contributor to Italian and European art and architecture in classical times. There were
many Italian artists during the Gothic and Medieval periods, and the arts flourished during the
Italian Renaissance. Later styles in Italy included Mannerism, Baroque, Rococo, and I
Macchiaioli. Futurism developed in Italy in the 20th century. Florence is a well known city in
Italy for its museums of art.

Italy did not exist as a state until the country's unification in 1861. Due to this comparatively late
unification, and the historical autonomy of the regions that comprise the Italian Peninsula, many
traditions and customs that are now recognized as distinctly Italian can be identified by their
regions of origin. Despite the political and social isolation of these regions, Italy's contributions
to the cultural and historical heritage of Europe remain immense. Italy is home to the greatest
number of UNESCO World Heritage Site to date, and is believed to contain over 70% of the
world's art and architecture.

The Roman period, as we know it, begins after the Punic Wars and the subsequent invasion of
the Greek cities of the Mediterranean. The Hellenistic styles then current in Greek civilization
were adopted.

The cultic and decorative use of sculpture and pictorial mosaic survive in the ruins of both
temples and villas.

As the empire matured, other less naturalistic, sometimes more dramatic, sometimes more
severe, styles were developed—especially as the center of empire moved to eastern Italy and
then to Constantinople.

The Gothic period marks a transition from the medieval to the Renaissance and is characterised
by the styles and attitudes nurtured by the influence of the Dominican and Franciscan order of
monks, founded by Saint Dominic (1170 to 1221) and Saint Francis of Assisi (1181 to 1226)
respectively.

It was a time of religious disputes within the church. The Franciscans and Dominicans were
founded as an attempt to address these disputes and bring the Roman Catholic church back to
basics. The early days of the Franciscans are remembered especially for the compassion of Saint
Francis, while the Dominicans are remembered as the order most responsible for the beginnings
of the Inquisition.

Gothic architecture began in northern Europe and spread southward to Italy.

From Mannerism onward there are more and more art movements representing tides of opinion
pushing in various different directions, causing art philosophy over the centuries from about the
16th century onward to gradually fragment into the characteristic isms of Modern art.

The work of Caravaggio (1571–1610), stands as one of the most original and influential
contributions to 16th century European painting. He did something completely controversial and
new. He painted figures, even those of classical or religious themes, in contemporary clothing or
as ordinary living men and women. This in stark opposition to the usual trend of the time to
idealise the religious or classical figure. Caravaggio set the style for many years to come,
although not everyone followed his example. Some, like Agostino Carracci (or Caracci) (1557 to
1602) and his brothers were all influenced by Caravaggio but leaned toward the idealism and
spirituality from which Caravaggio was perceived to have strayed.

From Mannerism onward there are more and more art movements representing tides of opinion
pushing in various different directions, causing art philosophy over the centuries from about the
16th century onward to gradually fragment into the characteristic isms of Modern art.

The work of Caravaggio (1571–1610), stands as one of the most original and influential
contributions to 16th century European painting. He did something completely controversial and
new. He painted figures, even those of classical or religious themes, in contemporary clothing or
as ordinary living men and women. This in stark opposition to the usual trend of the time to
idealise the religious or classical figure. Caravaggio set the style for many years to come,
although not everyone followed his example. Some, like Agostino Carracci (or Caracci) (1557 to
1602) and his brothers were all influenced by Caravaggio but leaned toward the idealism and
spirituality from which Caravaggio was perceived to have strayed.

The Venice Art Biennal stands as one of the most important international art events in the world.
Main artists: Maurizio Cattelan, Fabrizio Plessi, Gaspare Manos Francesco Vezzoli, Vanessa
Beecroft.

Lifestyles

Social Classes

Italians are less class-conscious than most Europeans. Social discrimination against
southerners living in the North is almost always based on the educational levels of
both parties. Snobbishness tends to be limited to the way people dress, for example,
or the quality of their furniture, their china, or the pictures on their walls. Education
has become an important channel for social mobility.

Quality of life

A survey in the late 1980s ranked the 95 provincial capitals according to their levels
of benessere (well-being in general, not just wealth). The top five were Trieste,
Bologna, Ravenna, Florence and Reggio Emilia. Most of a family's expenditure is
spent on food, drink, tobacco, and housing.

Leisure and entertainment

More money is spent on soccer tickets than any other spectacle. Basketball is also a
popular sport. Many Italians went to the cinema before TV; now they prefer to stay
home and watch videos. Theater and opera are very popular. Good concerts are sold
out. After the Spanish, Italians buy fewer books and newspapers than any other
Western Europeans, but everyone reads the many illustrated magazines available, and
comic books.

Food and drinks:

Italian cuisine as a national cuisine known today has evolved through centuries of social and
political changes, with its roots traced back to 4th century BC. Significant change occurred with
discovery of the New World which helped shape much of what is known as Italian cuisine today
with the introduction of items such as potatoes, tomatoes, bell pepper and maize, which are all
central parts of the cuisine but not introduced in scale until the 18th century.

Ingredients and dishes vary by region. There are many significant regional dishes that have
become both national and regional. Many dishes that were once regional, however, have
proliferated in different variations across the country in the present day. Cheese and wine are
also a major part of the cuisine, playing different roles both regionally and nationally with their
many variations and Denominazione di origine controllata (DOC) (regulated appellation) laws.

Italy's cuisine is widely regarded as amongst the most popular in the world and is mainly made
up of traditional dishes, meals and deserts, such as pasta,  spaghetti, pizza,  focaccia,  bruschette,
arancini,  granita, lasagna, risotto, gnocchi, polenta, and zampone, to name a
few. Basil, mozzarella, garlic, olive oil and tomatoes are examples of ingredients which are used
frequently in Italian cuisine.

A chocolate gelato ice cream dessert.

Also, Italy exports and produces the highest level of wine, exporting over 1,793 tonnes. Italy
currently is responsible for producing approximately one-fifth of world wine production in 2005.
Some parts of the country are home to some of the oldest wine-producing regions in the world. 
Etruscans and Greek settlers produced wine in the country long before the Romans started
developing their own vineyards in the 2nd century BC. Roman grape-growing and
winemaking was prolific and well-organized, pioneering large-scale production
and storage techniques like barrel-making and bottling.
An example of caffè macchiato or coffee with a slight addition of milk.

Famous and traditional Italian wines include Barolo, Barbaresco, Brunello di Montalcino, 

Barbera,  Dolcetto, Corvina, Nero d'Avola, Pinot Grigio and Moscato, to name a few.

Italy is also famous for its gelato, or traditional ice-cream often known as Italian ice
cream abroad. There aregelaterias or ice-cream vendors and shops all around Italian cities, and it
is a very popular dessert or snack, especially during the summer. Sicilian granitas, or a frozen
dessert of flavored crushed ice, more or less similar to a sorbet or a snow cone, are popular
desserts not only in Sicily or their native town of Catania, but all over Italy (even though the
Northern and Central Italian equivalent, the gratta checca, commonly found in Rome or Milan is
slightly different to the traditional granita Siciliana). Italy also boasts an assortion of several
different desserts. The Christmas cakes pandoro and panettone are popular in the North (pandoro
is from Verona, whilst panettone is Milanese), however, they have also become popular desserts
in other parts of Italy and abroad. The Colomba Pasquale, or the Italian Easter cake is eaten all
over the country on Easter day, and is a more traditional option to chocolate Easter
eggs. Tiramisu is, on addition, a very popular and symbolic Italian dessert from Veneto which
has become famous worldwide. Other Italian cakes and sweets include cannoli,
the cassata Siciliana, marzipan-shaped fruits and the panna cotta.

Tiramisù is a traditional Venetian dessert which has become internationally acclaimed.

Coffee, and more specifically espresso, has become highly important to the cultural cuisine of
Italy. Espresso is a highly drunk coffee-drink in Italy, and a good number of Italians drink it in
the morning before going to work, or starting the day in general. Espresso is served in small cups
and has a dark, almost black appearance, and a strong, sour taste. Cappucino is also a famous
Italian coffee drink, which is usually sweeter and less dark than espresso, and can be served with
foam or cream on top, in which chocolate powder and sugar is usually sprinkled. Cappucino is,
today, not only common in Italian cafes, or caffes, but also in restaurants and bars abroad.
Caffelatte coffee is a mixture of coffee and milk (latte= milk), and is usually drunk at breakfast
time (unlike most other Italian coffee-types, children and adults drink it alike, since it is lighter
and more milky than normal coffee). Caffè macchiato is a stronger form of caffelatte, which,
unlike caffelatte, which has an equal amount of coffee and milk, only contains a tiny portion of
milk or whipped cream (latte macchiato is the lighter version of caffè macchiato, which is often
drunk by children as well, which instead, only has a small addition of coffee or espresso to give
it a slight coffee-like taste). TheBicerin is Turin's own coffee. It is a mix between cappucino and
normal hot chocolate, and is made with equal amounts of drinking chocolate, coffee and a slight
addition of milk and creamy foam.

Festivals:

Superstitions:
Italian Hand Gestures:

Italians use body language and hand gestures to punctuate an expression and give it a shading
that the word or phrase itself lacks. The Italian hand gestures illustrated here are some of the
more common gestures that are recognized in the country. Be aware that, like dialects, certain
hand signals can mean different things within different regions—and can have completely
different interpretations in other cultures. Practice these gestures on your Italian friends first to
be sure you've got the right movement, otherwise a potentially embarrassing situation could
develop.

Andiamo a dormire.

English translation: Let's go to sleep.

C'è da fare o no?...

English translation: Yes or no?

Mi dà un passaggio?

English translation: Can you give me a ride?

Scongiuro.

English translation: Gesturer wants to ward off bad luck.

Un momento!

English translation: One moment please! or May I speak?

Mah!
English translation: Perplexed. Gesturer is undecided.

Ho fame.

English translation: I'm hungry.

Ehi tu, vieni qui! (Ascolta!)

English translation: Hey! Come here, you! (Listen!)

Come?

English translation: What?

Vieni fra le mie braccia!

English translation: Come to me!

Che puzza!

English translation: What a smell!

Silenzio

English translation: Silence (keep quiet).

Che barba...

English translation: How annoying...

Che peso! (Mi sta qua!)

English translation: I cannot stand this situation/person/thing any longer.

Ora ricordo!

English translation: Now I remember!

Che sbadato!

English translation: How could I have forgotten?!

Idea!

English translation: I've got an idea!

Perfetto.
English translation: Perfect.

Me lo sono lavorato di sopra e di sotto.

English translation: Indicates manipulation, cunning.

Intesa.

English translation: (Remember our agreement.)

Chissà che è?!

English translation: Who knows what it is?!

Mettersi il paraocchi.
English translation: To put on blinders. (just to see things one way)

È un po' toccato.

English translation: He's a little crazy.

Giuro.

English translation: I swear it.

Fumare.

English translation: Got a smoke?

Me ne frego.
English translation: I don't give a damn.

Scusi, devo andare al bagno.

English translation: I have to go to the bathroom.

OK!

English translation: OK!

Che curve!

English translation: What a body!

[Mangia, mangia!] No grazie!

English translation: No thank you, I'm full/not hungry/sick.

Rubare.

English translation: He's a robber.

Se l'intendono.

English translation: They're in this together; they understand each other.

Italian Family Values

The family is the centre of the social structure and provides a stabilizing influence for its
members. In the north, generally only the nuclear family lives together; while in the south, the
extended family often resides together in one house. The family provides both emotional and
financial support to its members.

Italian Style

.Appearances matter in Italy. The way you dress can indicate your social status, your family's
background, and your education level. First impressions are lasting impressions in Italy. The
concept of 'bella figura' or good image is important to Italians.  They unconsciously assess
another person's age and social standing in the first few seconds of meeting them, often before
any words are exchanged.  Clothes are important to Italians. They are extremely fashion
conscious and judge people on their appearance. You will be judged on your clothes, shoes,
accessories and the way you carry yourself. Bella figura is more than dressing well. It extends to
the aura your project too - i.e. confidence, style, demeanour, etc.
Etiquette & Customs in Italy

Meeting Etiquette

Greetings are enthusiastic yet rather formal. The usual handshake with direct eye contact and a
smile suffices between strangers. Once a relationship develops, air-kissing on both cheeks,
starting with the left is often added as well as a pat on the back between men.  Wait until invited
to move to a first name basis. Italians are guided by first impressions, so it is important that you
demonstrate propriety and respect when greeting people, especially when meeting them for the
first time. Many Italians use calling cards in social situations. These are slightly larger than
traditional business cards and include the person's name, address, title or academic honours, and
their telephone number. If you are staying in Italy for an extended period of time, it is a good
idea to have calling cards made. Never give your business card in lieu of a calling card in a social
situation.

Gift Giving Etiquette

 Do not give chrysanthemums as they are used at funerals. 

 Do not give red flowers as they indicate secrecy.
 Do not give yellow flowers as they indicate jealousy.
 If you bring wine, make sure it is a good vintage.
 Quality, rather than quantity, is important.
 Do not wrap gifts in black, as is traditionally a mourning colour.
 Do not wrap gifts in purple, as it is a symbol of bad luck. 
 Gifts are usually opened when received.

Dining Etiquette

If invited to an Italian house: 

 If an invitation says the dress is informal, wear stylish clothes that are still rather formal,
i.e., jacket and tie for men and an elegant dress for women. 
 Punctuality is not mandatory. You may arrive between 15 minutes late if invited to dinner
and up to 30 minutes late if invited to a party. 
 If you are invited to a meal, bring gift-wrapped such as wine or chocolates. 
 If you are invited for dinner and want to send flowers, have them delivered that day.

Table manners

Remain standing until invited to sit down. You may be shown to a particular seat. 

Table manners are Continental -- the fork is held in the left hand and the knife in the right while
eating. 
Follow the lead of the hostess - she sits at the table first, starts eating first, and is the first to get
up at the end of the meal. 

The host gives the first toast. 

An honoured guest should return the toast later in the meal. 

Women may offer a toast. 

Always take a small amount at first so you can be cajoled into accepting a second helping. 

Do not keep your hands in your lap during the meal; however, do not rest your elbows on the
table either. 

It is acceptable to leave a small amount of food on your plate. 

Pick up cheese with your knife rather than your fingers. 

If you do not want more wine, leave your wineglass nearly full.

Business Etiquette and Protocol in Italy:

Doing business abroad introduces international business people to differences in approaches to

business, business etiquette and protocol. Although these may not be crucial to business
proceedings they should not be dismissed as unnecessary.

Cross cultural awareness can enhance the potential of the international business person's trip
considerably. Let us look at a brief example:

There are two business people each planning on doing business in Italy. Both have similar
proposals. One ignores the possible impact of culture and concentrates their efforts on the
business proposal. The other also invests time and energy in the proposal but in addition realises
that doing business in Italy is a lot different to doing business in the UK or USA. They look into
the business etiquette of Italy, the way in which meetings are conducted and negotiation styles.

Nine times out of ten the latter of the two will have the advantage. They will be able to tailor
their proposal and demeanour to gel better with the Italian way. In addition, they would endear
themselves to the Italian hosts.

This guide to doing business in Italy is designed as a brief introduction to areas business people
should take into consideration before travelling to Italy.

Doing Business - Etiquette

Good manners and courtesy are prized qualities in Italy. When doing business in Italy ensure
your conduct is always polished. There are etiquettes and protocols for many social and business
situations, however, it is important to remember that Italians rate considerateness above
behavioural formulas.

When meeting and departing always shake hands. This is valid for both individuals and groups.
After doing business in Italy for a period of time and building relationships do not be surprised if
you are embraced when being met. This indicates the relationship has reached an intimate level.

When doing business in Italy you will notice that little personal space is left between people
when interacting. In addition, Italians are a tactile people. Moving away or keeping your distance
may be interpreted as cold and unfriendly.

If you are familiar with Italian, use the polite 'lei' form until a relationship is established, then use
the more informal 'tu' form. When doing business in Italy, address people using 'Signor' (m) or
'Signora' (f) followed by their surname. 'Dottore' (m) or 'Dottoressa' (f) is used for those who
have graduated.

When doing business in Italy, dress to impress. It is no coincidence that Versace, Gucci, Prada
and Dolce & Gabbana are all Italian fashion houses. Italians like to make an impression with
their clothes. What you wear speaks volumes about the kind of person you are.

Doing Business - Punctuality

Italians are usually relaxed around issues relating to time. Being late with a good reason will not
have any negative consequences. However, deliberate lateness is considered sloppy and taking
people's time for granted is simply rude. When doing business in Italy err on the side of caution
and aim to be punctual.

Doing Business - Business Entertaining

Hospitality plays a key role in Italian business culture. Invitations to lunch and dinner are to be
expected when doing business there. At such occasions a small exclusive group will usually be
present. Each attendee will have a particular interest in your visit. If you plan to host a meal, ask
the most senior Italian contact who you should invite.

Dining does have certain protocol in Italy. However, do not place too much emphasis on this as
more time would be spent worrying about etiquette mistakes than enjoying the experience. Major
etiquette tips are that the most honoured guest sits at the middle of the table or on the right of the
host; the host always pays; pass dishes to the left; keep your knife in the right hand and fork in
the left and do not answer phone calls at the table.

Doing Business - Meeting and Negotiations

Italians prefer to do business with someone they know. When doing business in Italy, use
contacts and networks to introduce you before proceeding to set up meetings.
To arrange a meeting write, in Italian, first. Follow this up with a phone call, fax or e-mail. The
best time for meetings is between 10 - 11 a.m. and after 3 p.m. Avoid August as most businesses
will run on skeleton staff due to holidays.

Negotiations can be slow. Demonstrating a sense of urgency is seen as a sign of weakness. At the
beginning of a meeting avoid business and concentrate on some small talk. Topics of discussion
could include Italian culture, food, wine and football (soccer). Italians will take away proposals
and analyse them carefully. Be sure to offer as much information as possible in written form for
them to take away. A known Italian tactic is to dramatically change demands at the eleventh hour
to unsettle or test the flexibility of their counterparts. Remain firm.

Relationships & Communication

. Italians prefer to do business with people they know and trust.

. A third party introduction will go a long way in providing an initial platform from which to
work. 
. Italians much prefer face-to-face contact, so it is important to spend time in Italy developing the
relationship. 
. Your business colleagues will be eager to know something about you as a person before
conducting business with you. 
. Demeanour is important as Italians judge people on appearances and the first impression you
make will be a lasting one. 
. Italians are intuitive. Therefore, make an effort to ensure that your Italians colleagues like and
trust you. 
. Networking can be an almost full-time occupation in Italy. Personal contacts allow people to
get ahead. 
. Take the time to ask questions about your business colleagues family and personal interests, as
this helps build the relationship
. Italians are extremely expressive communicators. They tend to be wordy, eloquent, emotional,
and demonstrative, often using facial and hand gestures to prove their point.

Business Meeting Etiquette

. Appointments are mandatory and should be made in writing (in Italian) 2 to 3 weeks in
advance.
. Reconfirm the meeting by telephone or fax (again in Italian). 
. Many companies are closed in August, and if they are open many Italians take vacations at this
time, so it is best not to try to schedule meetings then.
. In the north, punctuality is viewed as a virtue and your business associates will most likely be
on time. 
. The goal of the initial meeting is to develop a sense of respect and trust with your Italian
business colleagues. 
. Have all your printed material available in both English and Italian. 
. Hire an interpreter if you are not fluent in Italian. 
. It is common to be interrupted while speaking or for several people to speak at once. 
. People often raise their voice to be heard over other speakers, not because they are angry. 
. Although written agendas are frequently provided, they may not be followed. They serve as a
jumping off point for further discussions. 
. Decisions are not reached in meetings. Meetings are meant for a free flow of ideas and to let
everyone have their say.

Business Negotiation

. In the north, people are direct, see time as money, and get down to business after only a brief
period of social talk. 
. In the south, people take a more leisurely approach to life and want to get to know the people
with whom they do business. 
. Allow your Italian business colleagues to set the pace for your negotiations. Follow their lead as
to when it is appropriate to move from social to business discussions. 
. Italians prefer to do business with high-ranking people. 
. Hierarchy is the cornerstone of Italian business. Italians respect power and age. 
. Negotiations are often protracted. 
. Never use high-pressure sales tactics. 
. Always adhere to your verbal agreements. Failing to follow through on a commitment will
destroy a business relationship. 
. Heated debates and arguments often erupt in meetings. This is simply a function of the free-
flow of ideas. 
. Haggling over price and delivery date is common. 
. Decisions are often based more on how you are viewed by the other party than on concrete
business objectives.

Dress Etiquette

. Dressing well is a priority in Italy. 

. Men should wear dark coloured, conservative business suits. 
. Women should wear either business suits or conservative dresses. 
. Elegant accessories are equally important for men and women.

Business Cards

. Business cards are exchanged after the formal introduction. 

. To demonstrate proper respect for the other person, look closely at their business card before
putting it in your card holder. 
. It is a good idea to have one side of your business card translated into Italian. 
. If you have a graduate degree, include it on your business card. 
. Make sure your title is on your card. Italians like knowing how you fit within your organization.