A stakeholder engagement case for rusting away the university-territory link: engineering local sustainable Car Body Shops

Nothing could seem more at odds than to think of a connection between a prestigious university institution, what was once critically labelled as an ivory tower and a car body shop. What could have in common an institution of high culture, and, those places, which, according to the collective imagination are associated with rust, burnt oil, and perhaps, a little spreading level of ignorance? This is undoubtedly the case of rethinking stakeholder engagement of a public university (Politecnico di Torino) at its margin through a project intensively tighten with the local territory. Conducted by the Research Group “Competitiveness and Business Value”, the case herein explored involves a multi-stakeholder network of local actors operating in the business sector of car body shops. The exogenous variables affecting the local area are crucial, especially for the historical background of the local economy grounded in the automotive sector. In this research, the multistakeholder network is composed by ten local Car Body Shops, a few dozen of their suppliers as well as, two Regional Chapter of Italian associations of handcrafts and Small and Medium Enterprises. The research project aims to drive the sector of car body shops towards the adoption of a sustainable business model among a real competitive leap with new keys to accessing the competitive-strategic, social and environmental, and economic-financial balance. Recurring to a case study (Yazan, 2015; Yin, 2003), the dialogue between the Politecnico and the car body shops is investigated using the lens of their sustainable business model. Key performance indicators are identified. Therefore it allows to apply the most appropriate statistical analysis models and to identify the market trends, the areas of managerial tension, the structure of investments and loans, the level of professional skills, the employment dynamics, the best practices, etc. and to disseminate, also through managerial and technical-professional training courses, information and knowledge to the entire national system of car body shops.