EKU Distribution Meeting: interview with Stefano Mora of the LegnoLegno Consortium

We reached out via email to Stefano Mora, General Manager of the LegnoLegno Consortium, to look further into some of the themes of his speech at the meeting held on 30th November 2017.

What do you think of UNICMI’s “Posa Qualità Serramenti” project?

I think it is a very interesting project! What is certain and agreed upon is that our sector needs operational and common tools on the market, able to allow the entire supply chain to enhance its operation and the quality of the products and solutions.
In this context, the benefits offered by the installation systems are a particularly significant aspect and – if you like – even critical, since they are able to affect (in a negative or positive sense) the characteristics and performance of the products.

The qualitative development of a building’s windows and doors determines the need to pay increasing attention to installation systems, which are also subject to an intense operation of defining new specific technical standards. Hence, I believe that the market should appreciate and decisively “get onboard” with the Posa Qualità Serramenti brand, especially to the extent that this tool becomes an element of enhancement shared by the main players in the market.

A brand like Posa Qualità Serramenti can undoubtedly distinguish the offer of a door- and window-maker but generally speaking, it seems that the concept of positioning is not applied. Would more expertise in marketing and communication be needed? What is your opinion on this?

A quality brand – no matter how useful, well-known and effective it may be – cannot solve problems of competence alone. However, it can be a tool able to be utilised by window and door manufacturers and companies in the supply chain to more effectively communicate their positioning and distinctive characteristics.
If the tool exists and becomes a common asset, it will be up to each of us to use it as effectively as possible, as part of the positioning strategies specific to each company.

In your speech at the EKU Meeting, you stated that you were speaking not so much about training courses but about qualification courses. Is this a difference in terminology or also in substance?

I would say of substance. Training is all well and good but I would say that the time has come to stop thinking that “after one training course, I’m set for the rest of my life”. In a world in continuous and progressive acceleration, information, skills and tools change at an ever more intensive pace. Hence why I believe that it is necessary to design and create structured qualification courses, suited to the times and needs of the company, yet which continue over time. These qualification pathways are structured with training activities, experience in the field, operational tools, discussions with colleagues and competitors, and so on. The support and collaboration of industries in the supply chain is also very important.

You underlined the importance for a door and window manufacturer to be aware of the weight that the fixture has in the energy performance of the envelope. In your view, why is there such an underestimation? Is there more awareness today or is there still much to be done in this regard?

I am optimistic and believe that awareness is improving for us all. Equally, I believe there is a lot yet to be done. Even for historical reasons, this won’t be easy but I truly believe that it is the real turning point.
My personal experience is that when an operator in our sector acquires a strong and significant awareness of their role and the role of their product, they are immediately motivated to develop suitable technical and commercial strategies. An awareness of the importance of the role and its recognition by the market seem to me a sort of ‘springboard’ capable of launching virtuous and winning conduct. For the benefit of the entire supply chain, amongst other things.

Thanks to UNI 11673-1 Part 1 and the relative standards being developed, will we see a maturation of the entire sector in this field?

Well, we are also working towards this … I say “also” because the proper role of a standard is to standardise and to measure virtuous solutions. What is certain, however, is that the development and technical and technological adaptation will determine the growth of the entire supply chain. Yet, for this to work, standards are not enough. Companies must be trained and suitable communication tools are needed. Perhaps this is also the goal and role of the Posa Qualità Serramenti brand.