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Marotta has been affected by several outside influences.
Why has Giuseppe Marotta done what he's done this summer? Why has a transfer window that started out with such promise become so underwhelming?
The answer comes in several parts. The departure of Antonio Conte obviously changed things. His replacement, Massimiliano Allegri, likely does not inspire the confidence that Conte, one of the world's bright young coaching stars, does in a potential signing. The tactical tweaks Allegri may make probably make whatever list the team may have had obsolete. The coaching change forced the team to start from scratch.
Another ever-present factor is the Italian economic crisis.
Juventus has been insulated from the country's financial problems more than most clubs thanks to the Juventus Stadium. The palatial ground was Italy's first club-owned stadium, and the boost in matchday revenue and incomes from sources like the team's museum have certainly helped the team through the tough times.
But that doesn't mean that the club is exempt from the struggle. There is a limit to what Juve can pay in transfer fees and in wages—which are less visible but equally as important. Until the financial climate on the Italian peninsula gets better, Juve will always have a weight around their neck in the transfer market.
A third reason is a temporary hindrance that will eventually turn into a huge strength: the Continassa project.
Last June, Juve signed an agreement with the city of Turin turning over 180,000 square meters of land in the Continassa district for the club to develop. Last week, the club announced the details of the building plan. It will include a completely new headquarters and training ground, along with a park, shops, a school and a memorial to the victims of the Heysel disaster.
The project still has four months before the red tape is fully cleared for it to proceed, and once that's through it's estimated that it will take slightly less than two years for construction to be completed.
Once it is done, the benefits will be immense. The income from the completed project will go a long way toward making up the shortfall between Juve and some of Europe's bigger players. The new headquarters and training ground will leave the team's current home at Vinovo to the club's youth system. The instant upgrade would lay the groundwork for what could become one of the better youth facilities around.
The problem is that that's all in the future—and to get there the club will have to spend several hundred million Euros.
Until Continassa is a finished product, it will be a financial millstone around the club's neck and may require a few fallow transfer windows before Juve can truly reap the benefits.
Juve wants to be a buying club. One day again they will be on a level with Real Madrid or Chelsea in terms of spending power.
Until that is a reality, they need to improve the team with under-the-radar signings, highlighted by larger ones like Morata. They also need to build with young talent—something they have done well in recent years.
Berardi, Zaza, Manolo Gabbiadini, Daniele Rugani, Nicola Leali and Alberto Masi are all talented youngsters whom Juve snapped up early and farmed out for development in order to eventually reap the benefits from their relatively small investments later on.
Juve's fans were expecting more, but this window—and likely a few more—are pointed towards the future. Fans can only wonder what it holds.