Carla Rossi

ABSTRACT Il lavoro, fondendo diversi filoni di ricerca - di cui i più centrali sono quelli relativi alla consumer agency, alla collaborative e open innovation, alle comunità online e neo-tribù di consumo - legge e interpreta, anche alla luce dell'analisi di alcuni significativi casi empirici, le modalità attraverso le quali i consumatori sono coinvolti nei processi di creazione dei brand, delle esperienze ad essi associate, delle strategie di marketing e, talvolta, nello stesso processo di sviluppo di nuovi prodotti, cercando di evidenziare le implicazioni (le sfide manageriali) e i limiti della co-creazione online.

This study provides insights into young consumers’ responses to sustainable labels. Drawing on signaling theory, the article studies how third-party labels (TPLs) act and interact with company-level claims, trying to better understand their impact on young consumers’ perceptions and willingness to buy (pay for) a chocolate bar. A between-subjects factorial experiment—conducted by manipulating third-party sustainable labels (presence/absence of the labels) and self-declared claims (absence of the claim, formal claim, and friendly claim)—was used to test: (a) the effect of TPLs and self-declared claims on consumers’ perceptions, purchase intention, and willingness to pay, (b) whether this effect was mediated through the perceived credibility of the sustainability message, and (c) what kind of tone-of-voice adopted in the company’s claim was more effective. Data were collected via an online survey among a sample of 315 consumers (age range: 18–39 years) in South Italy. We found that th...

Il lavoro, fondendo diversi filoni di ricerca - di cui i più centrali sono quelli relativi alla consumer agency, alla collaborative e open innovation, alle comunità online e neo-tribù di consumo - legge e interpreta, anche alla luce dell'analisi di alcuni significativi casi empirici, le modalità attraverso le quali i consumatori sono coinvolti nei processi di creazione dei brand, delle esperienze ad essi associate, delle strategie di marketing e, talvolta, nello stesso processo di sviluppo di nuovi prodotti, cercando di evidenziare le implicazioni (le sfide manageriali) e i limiti della co-creazione online.

Even though safety and security have always been central concepts to tourism (and to the wider world), in the aftermath of the September, 11 2001 tragic event, these concepts (and their relationship with tourism) have gained substantial global interest. The paper aims to: discuss the concept of crisis management and its relevance to tourism at a 'macro' level (the destination); focus on the destination marketing management of prolonged crisis, caused by non-sporadic events, in particular those related to destination safety and security problems; assess, on the basis of international case-histories, the specific difficulties that arise when crisis management is 'embedded' in a fragmented and multi-faced industry as tourism is. How tourist destinations react to crisis? Which measures are taken and what impact do they have? When (under what circumstances ) these measures show greater effectiveness? How can a destinations accrue its readiness to face such crisis situatio...

Purpose-Focusing the attention on firm-hosted online consumers communities, this paper will analyze the managerial challenges that companies have to face to leverage consumers' creative talent involving them in innovative collaboration processes.

PurposeThe paper aims to outline the managerial challenges faced by the organizations interested in leveraging knowledge and creative talent embedded in online customers' communities to sustain innovation in b‐2‐c industries.Design/methodology/approachThrough a detailed case study analysis of a leading food producer who launched an online open collaborative platform to gather users' idea for new products the paper aims to highlight the transformational effort that firms have to make in order to leverage knowledge absorption from customers in the context of innovation.FindingsThe paper suggests potential strategies for conventional companies to engage consumers in knowledge (co‐creation) and collaborative innovation processes, formulating some hypothesis that could support an interpretative model of the capabilities needed to develop, maintain and increase customers' engagement in the exchange.Research limitations/implicationsThe paper presents the first results of an ong...

In a nutshell, co-creation is described as a way to open up a company to the outside world, helping to generate product innovations and to update brand meanings. Drawing on the online community and co-creation literature, this paper aims at contributing to exploring the main intra-organizational challenges of online customer co-creation for innovation, from the viewpoint of middle managers. The intent is to broaden the existing conceptual understanding of the main internal factors hindering customer co-creation but also of the practices that could be adopted to best manage the related challenges. The study adopts a qualitative approach and is based on the results of eight in-depth, semi-structured interviews with digital and marketing managers, working closely with co-creation initiatives in the Italian food industry, with the aim of exploring intra-organizational challenges perceived by those who are directly involved in co-creation implementation. The results complement existing l...