INAUGURAL LECTURE 23rd JUNE
Prof CLAUDIO.VIGNALI. PHD
‘FROM CLAUDIUS TO MACHIAVELLI TO
GARIBALDI: RETELLING RETAILING’
From an early age I associated myself with change and powerful figureheads that
were in Italian history. This was due to the fact that parental guidance gave me no
option. My 3 Italian ‘change agents’, in their time would have been excellent
Retailing Gurus.
Claudius, Roman emperor between 41-54, seemed weak but by integrating Gallic
nobles into the Senate and developing trade with Britannia [smacks of EU policy]
created a way forward for consumers.
Machiavelli is known for his cunning and justification of power [the fear principle in
management]. However his academic works and research expand on the theory of
uncorrupted actions with a vigorous moral approach which are the qualities that
modern retailers need to demonstrate.
Garibaldi, the Father of modern day Italy, had a love for fighting, unifying and
motivating supporters, but was always let down by superiors.
In reality Retailers can take various attributes from these ‘change agents’.
The lecture will expand on the evolution of Retailing, the development of retailer
power and the control of the retail mix - Garibaldian in perspective.
The lecture will also examine the developments in technology and the theories of
retail change - Claudian in its approach.
Whilst analysing the wheel of retailing and its environment a Machiavellian attitude
will be developed
Finally the lecture will develop recent retailing principles to lead commerce into the
21st. century.