Diomedea was founded by Enrico Cietta, economist, creator of the international HCP® methodology (Hybrid Creative Product), and specialist in industrial poles  and hybrid creative industries (fashion and design), giving lectures at prestigious international events in Italy, Brazil, Portugal, Spain, Japan, India, Colombia and the United Arab Emirates. The HCP® methodology (Hybrid Creative Product) is the only management methodology specific to fashion and other sectors called “hybrid creatives” - which are both industrial and creative. It is common for these sectors to use adaptations from other management theories, but they do not work entirely because they are theories that do not consider the two value chains (material and immaterial) and their invisible costs. This methodology started to be disseminated in Brazil after the launch of the book "The Fast Fashion Revolution" (2012) and the book "The Economics of Fashion and Hybrid Creative Products" (2017). The HCP® methodology addresses management problems considering the entire value chain, both material and immaterial. It is a methodology that seeks best practices in each area through a circular (and non-linear) view of the value chain. Each decision (material or immaterial) is evaluated in relation to the benefits and costs of the chain as a whole. Our goal is to spread the culture of hybrid management in the fashion industry, teaching companies to reconcile the two value chains, material and immaterial.

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