Vesuvius, pizza, coffee and...innovation: Is a new paradigm possible for the creative “Vesuvius Valley”, Naples, Italy?

To approach, in a scientific form, the issue of the analysis of the innovative character of the city of Naples, is a delicate and risky operation: positive and negative consolidated city representation paradigms represent a cumbersome burden which physiologically should be taken in charge. Any approach to the “Naples” issue, from the landscape, historical, artistic, cultural, economic, social, up to sports, has a boundless and ever growing evolution upon previous literature. In this article, there is neither presumption nor the aim of wanting one; in fact it provides an overview of the many different features of the Neapolitan territory that are as a result of an algorithm starting from assumptions, determined by the statement of the theorem that Naples is an innovative city. The aim, in a particularly happy and creative time for Naples, (Apple and Deloit have settled in the east area of Naples, while Cisco might invest in the area as well; Dolce & Gabbana recently organized a global event), is to try to check the validity of the “Florida's theorem” for this city, leaving, however, the reader the chance, the opportunity, and perhaps the pleasure, to judge the true and complete paradigm that governs the “Vesuvius Valley” and so answer this question: Are the famous folk icons of the city of Naples, such as Vesuvius, pizza and coffee, urban factors that help to create and to facilitate the urban creativity and innovation, or hinder them, because they obscure the part of science and scientific culture of the city? This aim will be reached, less as a scientific theorem and more as a proposal supported by objective elements to be “delivered” to the reader, through the following statement complex: I) it is true that in the Vesuvius valley people live in a creative climate; II) the creative climate of the Vesuvius valley is not generated “by necessity” caused by the absence of industries because Naples, in the past, was a Fordist city; III) Vesuvius valley is a post-Fordist urban area where a major effort is being made to enhance the knowledge economy and where Florida's third T, or Technology, is very present within Universities, research centers and the most technological companies in the world (Apple's settlement is an example).