A decision by management of the Ginori porcelain tableware company near Florence, Italy, to compete at the low end leads to its bankruptcy. Ginori was considered a prestigious maker of porcelain tableware since 1735, and hired top designers. The decline in formal dining led to a decline in demand. The decision to move to the low end is considered by workers to have been a mistake as low end Chinese imports have dominated the market in Italy. The difficulty of competing at the low end and the need to come up with a product and technological advantage that commands a higher price is a challenge facing Italy's manufacturing industry.