The Italian co-operative enterprises have prospered in the last thirty years in various sectors. In this essay we analyze the role played by managerilization in allowing Italian co-ops to compete nationally and internationally with capitalist enterprises. On the basis of a substantial set of...

1. Introduction -- 2. Understanding the bicycle as a product -- 3. Understanding the market through bicycle statistics -- 4. Marketing the bicycle -- 5. Twenty years of variety marketing in the Italian market: Cannondale 1998–2017 -- 6. Conclusion.