Doing business in the United States means navigating one of the most dynamic, competitive and results-driven economic ecosystems in the world. A landscape made even more complex for Italian companies facing the uncertainty caused by tariffs recently imposed by the White House.
Those who had the foresight to establish a production base in the U.S. will not face serious consequences. Their courage has been rewarded.
The American economy has always stood out for its flexibility and openness to innovation, supported by an entrepreneurial culture that drives fast solutions, sudden changes and an obsessive focus on customer satisfaction.
But what does it mean, in practice, to compete in this business environment? And how can Italian distinctiveness be turned into added value that wins over the “American customer”?
The American mindset: speed and results
The economic mentality in the United States is built on a few core principles:
- Quick decision-making: The ability to quickly change course, make decisions and implement them in very short timeframes is a hallmark of doing business in the U.S. There is no room for delays or complexity that could undermine productivity.
- Operational simplicity: Procedures must be intuitive and straightforward; any delay results in lost productivity and customer dissatisfaction.
- Customer obsession: Customer satisfaction is the “golden rule” of the American market, as demonstrated by giants like Amazon, Apple and Netflix, which have built their success on continuous innovation and personalized service.
A strategic location close to customers and partners, supported by permanent staff, a steady flow of spare parts and equipment, and trusted partnerships with local and international suppliers.
American success
U.S. economic growth is rooted in the colonial era, when the new frontier offered unprecedented opportunities: vast territories, new rules and operating models, and cutting-edge machinery for its time. The colonies launched innovative agricultural, manufacturing and naval production: up to 45% of ships built in America were already being sold to Europe during the colonial period. This openness to production, including in advanced sectors such as steel and shipbuilding, marked the start of a revolution that continued through the industrialization of the 19th and 20th centuries, earning the United States a leading position across numerous industries.
Immigration: the driver of American growth
One of the key factors behind U.S. development has been the strong pull of the “New World”. The arrival of millions of migrants brought a young, dynamic and flexible workforce, directly impacting economic growth.
In recent years, this trend has been confirmed: “From January 2023 to January 2024, about 50% of the labor market’s extraordinary growth came from foreign-born workers” (Economic Policy Institute, 2024).
What the future holds remains to be seen. In the meantime, a study by the Federal Reserve Bank of Dallas has confirmed that immigrant workers contributed to post-pandemic economic growth by boosting employment and keeping inflation low.
Many industries will continue to rely on migrant labor well into the 21st century, as a growing number of American-born workers retire and birth rates decline.
Banks, insurance and a spirit of independence
The arrival of banks and insurance companies in the “New World” also introduced new rules and tools that supported economic development. The push for independence from the British motherland culminated in the American Revolution, which established the right to a unified domestic market free of internal tariffs and laid the foundation for a mindset rooted in freedom, initiative and the ability to adapt quickly.
That mindset remains evident today: drastic decisions can be implemented in a matter of days (layoffs, sector relaunches, the opening of new facilities), and the ability to rebound after a crisis is just as swift. The propensity to “lift one’s head” and start over again (the so-called economic patriotism) remains a distinctive feature of the country.
A few examples:
- Amazon: Small autonomous teams make quick decisions to stay one step ahead of market demand.
- Apple: Leadership and innovation continue to drive company culture toward tangible results and an unmatched customer experience.
- Ford: Agility in adjusting production to meet market needs, even in the face of global crises.
Mozzanica USA: meeting the needs of the American market
In this context, Mozzanica chose Florida as the base for Mozzanica USA and, over ten years in operation here, has developed an effective response tailored to the American customer. This decision stemmed from the need to:
- Establish a strategic and functional logistical location near clients and partners
- Have permanent staff able to respond promptly to urgent requests
- Manage a steady flow of spare parts and equipment with no downtime
- Build strong, lasting relationships with both local and international suppliers
Having a direct presence in the United States has allowed Mozzanica to combine the signature Italian creativity and flexibility with fast problem-solving, providing reassurance even to the most demanding clients and delivering timely, professional solutions.
The goal is clear: to always stay one step ahead, combining Italian best practices with the specific needs of the U.S. market.
Looking ahead: a lesson for Italian fire protection exporters
Mozzanica USA looks to the future, focusing on innovation, service and the ability to respond to a constantly evolving market.
Understanding and adapting to the American mindset — characterized by speed, results, total customer focus and a strong competitive drive — will continue to be the key to competing and succeeding in an increasingly complex and demanding global landscape.
Moreover, the experience of Mozzanica USA offers valuable lessons for Italian companies that want to compete in the American fire protection systems market:
- On-the-ground presence: Investing in local facilities ensures responsiveness and credibility
- Cultural adaptation: Understanding and aligning with the American mindset without losing one’s Italian identity
- Operational excellence: Maintaining high quality standards while delivering the efficiency required by the American market
- Long-term vision: Building lasting relationships and investing in continuous innovation
The story of Mozzanica USA shows that growth comes from the ability to evolve, attract talent and quickly learn from change.
These are values that the company has been able to embrace, bringing Italian excellence in fire safety to meet American challenges, proving that Made in Italy can thrive in even the most competitive markets when backed by strategy, quality and determination.