Gummy Industries: RenDanHeYi in Italian Sauce

Can a business model developed by a Chinese home appliance giant be beneficial for a small Italian advertising and marketing agency? The answer is, surprisingly, yes. Indeed, the RDHY business model seems as suitable for professional and service practices as it is for industrial companies. This chapter details how Gummy Industries, an Italian advertising and marketing agency, has creatively adapted the business model to their own reality. The Micro-enterprise became the kitchen, its CEO the cook, and the team the kitchen brigade. This culinary metaphor resonated well with employees from the creative world, who were not as familiar with traditional business concepts. By framing the business model in familiar terms, Gummy Industries made the principles of RDHY more accessible and applicable to their team. While Gummy Industries took the liberty to tweak elements as needed to fit their specific context, they preserved the core values and the true spirit of RDHY. The creative adjustment of definitions, processes, and structures while maintaining adherence to the core principles of the model is key for their successful implementation of the model.