Purpose This study aims to expand the existing body of knowledge on crowdfunding (CF) motivational patterns with special reference to intangible factors, which most scholars assume to be the most important ones, especially in... more
Purpose This study aims to expand the existing body of knowledge on crowdfunding (CF) motivational patterns with special reference to intangible factors, which most scholars assume to be the most important ones, especially in non-investment-based CF. The purpose is to understand how the presence of an established brand in a CF campaign can affect backers’ funding choices and the reasons behind them. To this end, the authors combine principles from identification, brand relationship and self-determination theories. Design/methodology/approach The authors considered the (altruistic in nature) domain of CF for social causes as the most widespread type of branded CF and chose the relevant empirical setting of “research CF” run by universities which seem to be more and more interested in connecting branding and fundraising efforts through the active involvement of their “relational circles”. Accordingly, the authors surveyed an extensive sample of students as a primary stakeholder group ...
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Crowdfunding (CF) represents a new tool to support either entrepreneurial or non-for profit projects. This new phenomenon has received an increasing attention by academic scholars, mostly focussed on understanding the main features of CF.... more
Crowdfunding (CF) represents a new tool to support either entrepreneurial or non-for profit projects. This new phenomenon has received an increasing attention by academic scholars, mostly focussed on understanding the main features of CF. The goal of this paper is to explore more in depth the nature and relevance of CF in terms of resource access and development through the analysis of participation of start-up firms to more than one CF project, including both equity (ECF) and non-equity (NCF) crowdfunding. To achieve this objective this paper adopts as conceptual framework the resource interaction approach developed within the IMP perspective. This preliminary analysis shows that CF represents at first a contingent opportunity to be exploited in the start-up initial dynamic stages, then it emerges as a viable resource - however complex to be managed - more carefully assessed and used also thanks to learning processes and increasing commitment by start-up entrepreneurs, within a gro...
Experience in marketing has been the recipient of a good deal of attention over the years. However, while most studies have focused on “experiential marketing”, the marketing of those who create the experience has remained relatively... more
Experience in marketing has been the recipient of a good deal of attention over the years. However, while most studies have focused on “experiential marketing”, the marketing of those who create the experience has remained relatively neglected. This paper enquires into the particular aspects of experience offerings and the related marketing approach and focuses on the definition of a potential conceptual framework. Evidence has been obtained from the “Wish Days” case study, an up-and-coming firm which in just a few years has made a name for itself as the leader in the Italian experiential “gift market”
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Il tema della valorizzazione territoriale sta attirando sempre più l’attenzione di studiosi di diverse discipline. L’accresciuto interesse scienti-fico nasce dal fermento registrato negli ultimi anni nel “management dei luoghi”. Sono,... more
Il tema della valorizzazione territoriale sta attirando sempre più l’attenzione di studiosi di diverse discipline. L’accresciuto interesse scienti-fico nasce dal fermento registrato negli ultimi anni nel “management dei luoghi”. Sono, infatti, numerosi i progetti di qualificazione o riqualificazione del tessuto produttivo locale o dell’offerta di servizi e di esperienze (si pensi al turismo) realizzati per incrementare l’attrattività dei territori agli occhi di investitori esterni e turisti, ma anche di imprese locali e cittadini residenti (“marketing interno del territorio”). Non si tratta solo di uno sforzo di comunicazione o di vendita, bensì di progettazione, creazione, diffusione e misurazione del valore. In una fase di crescente competizione anche fra i territori, i policy maker sono chiamati a esaltare gli asset di cui dispongono, aggregando, stimolando, facendo emergere i migliori “talenti” e “saperi” del tessuto locale
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Il capitolo vuole fornire un quadro sintetico, ma completo, del framework concettuale del marketing applicato al territorio, con particolare enfasi posta sul marketing territoriale a carattere turistico
Il capitolo propone alcuni elementi di sintesi dell’indagine complessivamente realizzata, con l’obiettivo principale di fornire indicazioni puntuali in termini di marketing turistico del territorio, nell’ottica del supporto ai processi... more
Il capitolo propone alcuni elementi di sintesi dell’indagine complessivamente realizzata, con l’obiettivo principale di fornire indicazioni puntuali in termini di marketing turistico del territorio, nell’ottica del supporto ai processi (sistemici) di valorizzazione degli asset locali, secondo logiche marketing-oriented
Il capitolo illustra i principali strumenti e aspetti di metodo della comunicazione d'impresa, delineando anche talune delle principali tendenze evolutive in att
Research Interests: Web and Comunicazione
Nata per merito della Società Italiana di Marketing questa Rivista vuole innanzitutto costituire una sede privilegiata della sua politica culturale e scientifica. Ciò tramite l’attivazione di tutte quelle sinergie e collaborazioni che... more
Nata per merito della Società Italiana di Marketing questa Rivista vuole innanzitutto costituire una sede privilegiata della sua politica culturale e scientifica. Ciò tramite l’attivazione di tutte quelle sinergie e collaborazioni che possano garantirci di farne una rivista espressione del meglio di ciò che in Italia, e non solo, si produce in fatto di conoscenza e applicazioni del marketing. È ambizione della Rivista acquisire oltre che contributi delle migliori Scuole di marketing italiane anche un crescente numero di lavori di ricerca sviluppatisi in campo internazionale grazie a collaborazioni scientifiche ed editoriali con alcuni dei centri di eccellenza esistenti in Europa, negli Stati Uniti ed in prospettiva nel mondo asiatico. Il confronto tra diverse Scuole di marketing è assai opportuno in una fase in cui i paradigmi tradizionali e più consolidati del marketing management di origine anglosassone sono messi in discussione da nuovi modelli e prospettive di analisi e di gesti...
Research Interests: Branding and Crowdfunding
Il contributo ha analizzato le caratteristiche strutturali e le più interessanti dinamiche di due anelli centrali della filiera agroalimentare italiana, ovvero produzione agricola e produzione industriale. Si tratta di un’area importante... more
Il contributo ha analizzato le caratteristiche strutturali e le più interessanti dinamiche di due anelli centrali della filiera agroalimentare italiana, ovvero produzione agricola e produzione industriale. Si tratta di un’area importante della nostra produzione nazionale, sia in relazione ai numeri che sviluppa (e a quelli che potrebbe sviluppare), sia rispetto ai punti di forza su cui molte imprese che ne fanno parte fanno leva nel confronto competitivo internazionale. Da questo punto di vista, l’agroalimentare è un contesto produttivo che rispecchia e sintetizza molti degli asset differenzianti del nostro sistema produttivo, così come le sue lacune, fra cui, in primis, la frammentazione, che connota soprattutto la produzione agricola, ma che non risparmia i produttori industriali, soprattutto al cospetto dei competitor europei
Il web 2.0, basato su condivisione e conversazioni, ridefinisce i rapporti fra domanda e offerta. Nel settore turistico determina nuovi processi di cambiamento, spingendo gli organi di governo delle destinazioni turistiche a rivedere gli... more
Il web 2.0, basato su condivisione e conversazioni, ridefinisce i rapporti fra domanda e offerta. Nel settore turistico determina nuovi processi di cambiamento, spingendo gli organi di governo delle destinazioni turistiche a rivedere gli schemi di valorizzazione dei propri asset. Il presente contributo approfondisce questo tema assumendo la prospettiva delle regioni, prendendo in riferimento il caso di studio “Turismo Emilia Romagna” (TER), ritenuto di particolare interesse dal punto di vista interpretativo
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Il capitolo, dopo aver tratteggiato i principali effetti sul marketing territoriale turistico dello sviluppo del web (partecipativo) 2.0, presenta i risultati di un’indagine qualitativa della domanda turistica ferrarese, realizzata... more
Il capitolo, dopo aver tratteggiato i principali effetti sul marketing territoriale turistico dello sviluppo del web (partecipativo) 2.0, presenta i risultati di un’indagine qualitativa della domanda turistica ferrarese, realizzata sfruttando i contenuti (sotto forma di recensioni e commenti) creati direttamente dagli utenti on-line (user generated content). Lo studio mette in evidenza aspettative e giudizi degli “ospiti del territorio”
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This chapter deals with a particular segment of the experience economy sector, i.e., experience gift box providers. The analysis is based on Wish Days, a former Italian company that, in 2016, was acquired by the international market... more
This chapter deals with a particular segment of the experience economy sector, i.e., experience gift box providers. The analysis is based on Wish Days, a former Italian company that, in 2016, was acquired by the international market leader Smartbox. This is an interesting field because such companies act as value net integrators that set up and offer a wide range of life experiences, which are then “packaged” and “put on a shelf” just like any other product. The marketing approach performed by these companies is mainly based on networking and emotional engagement.
Research Interests: Business and Experience
250 words) Crowdfunding (CF) platforms are emerging as new source of resources to support either business or not-for-profit entrepreneurial projects. This phenomenon has received increasing attention by academic scholars. One of the most... more
250 words) Crowdfunding (CF) platforms are emerging as new source of resources to support either business or not-for-profit entrepreneurial projects. This phenomenon has received increasing attention by academic scholars. One of the most important existing streams of literature is the one of backers’ motivations. To the best of our knowledge, no study has so far considered the possible role of brand constructs in backers’ funding decisions. This is due to the typical CF setting, where project proponents usually don’t have a strong brand to rely on and backers have no significant reason to feel emotionally connected to a given CF platform. However, the scenario is changing: companies and other organizations seem to be increasingly intrigued by the idea of using CF as a marketing tool. We aim to deepen our understanding of this very recent phenomenon by analyzing a special empirical setting, which is the one of CF platforms created by Universities to fund (above all) their scientific ...
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Negli ultimi anni la letteratura incentrata sul rapporto fra marketing e PMI si è notevolmente arricchita. In particolare, è emerso forte il concetto dei “fattori abilitanti”, ovvero quei fattori che possono consentire alle imprese minori... more
Negli ultimi anni la letteratura incentrata sul rapporto fra marketing e PMI si è notevolmente arricchita. In particolare, è emerso forte il concetto dei “fattori abilitanti”, ovvero quei fattori che possono consentire alle imprese minori di interconnettersi al meglio con il proprio mercato di sbocco. Il presente contributo vuole approfondire questo tema, considerando, in particolare, le possibili interazioni fra PMI e un tipo di attori emergenti, ovvero i centri di coworking, intesi come unità di analisi a se stanti. II concept di coworking che prenderemo in esame, mediante l’analisi di un caso studio, è quello dell’“hub di competenze e centro relazionale”, che può rappresentare un punto di riferimento non solo per i coworker, ma anche per le imprese che gravitano attorno ai coworking. Il paper vuole chiarire quali sono i principali benefici che l’interfaccia con un “hub” di questo tipo può generare a vantaggio delle PMI e secondo quali possibili dinamiche, nell’ambito di un più generale orientamento alla creazione di valore di tipo olistico e relazionale da parte di queste imprese
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In questo contributo ci siamo chiesti, in primis, quale sia il reale rapporto fra denaro e felicità. Ci siamo poi chiesti quanto possano contare rispetto alla felicità le scelte di consumo. Lo abbiamo fatto considerando anche un fenomeno... more
In questo contributo ci siamo chiesti, in primis, quale sia il reale rapporto fra denaro e felicità. Ci siamo poi chiesti quanto possano contare rispetto alla felicità le scelte di consumo. Lo abbiamo fatto considerando anche un fenomeno nuovo e rilevante, ovvero la diffusione del consumo collaborativo, che di solito viene grossolanamente identificato con lo sharing, concetto fra i più inflazionati degli ultimi tempi. Queste nuove pratiche, e i circuiti del consumo a esse collegati (prevalentemente web-based), sono particolarmente interessanti, perché escludono sostanzialmente dai giochi le imprese operanti nei “mercati tradizionali”, almeno in un primo momento
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Alcune specificità del comparto della nautica da diporto, che negli ultimi anni ha registrato consistenti tassi di sviluppo, accreditandosi come uno dei settori più vitali dell’economia nazionale. Nello specifico, la ricerca ricostruisce... more
Alcune specificità del comparto della nautica da diporto, che negli ultimi anni ha registrato consistenti tassi di sviluppo, accreditandosi come uno dei settori più vitali dell’economia nazionale. Nello specifico, la ricerca ricostruisce la mappa del tessuto produttivo dedicato alla nautica nella provincia di Pesaro-Urbino, ne misura le dimensioni (numero di imprese e di addetti, fatturato), approfondisce i profili e gli skills delle figure professionali del comparto, analizza criticità e sfide strategiche per imprese e policy maker locali
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This study focuses on small and medium enterprises (SME) marketing approach and in particular on intelligence and strategic kind of activities. The main assumption of our analysis is that today’s competition context urges SME to... more
This study focuses on small and medium enterprises (SME) marketing approach and in particular on intelligence and strategic kind of activities. The main assumption of our analysis is that today’s competition context urges SME to strengthen their market orientation. This goal can be reached above all through a stronger awareness of target-group defining process and by carrying out appropriate product and brand positioning strategies able to bring out SME’s core competences. In order to challenge these cultural and management changes, a more specific marketing approach and more suitable marketing tools are needed. The purpose of this study, inspired by an analysis carried out on a sample of small and medium firms operating in different industries in Reggio-Emilia, Bologna and Modena areas, is to provide some suggestions to turn the partial and empirical marketing approach of many SME (the so called “marketing all’italiana”) to a more aware and structured one. In this way SME’s traditi...
In the last few years the so-called sharing economy has been the subject of a great deal of attention, in tourism as well, with particular regard to: - the effects of the Airbnb model on the tourism industry and related drivers; - the... more
In the last few years the so-called sharing economy has been the subject of a great deal of attention, in tourism as well, with particular regard to: - the effects of the Airbnb model on the tourism industry and related drivers; - the transformative power of collaborative tourism experiences, especially Couchsurfing. We aim to enhance this body of knowledge by taking into consideration the combined effect of a hybrid set of collaborative practices (i.e., renting, bartering, and sharing) that goes along a continuum between market exchange and shared sociality. We purport to do that through a special project from Italy, i.e., a digital platform that aims to connect people who want to share their homes, working spaces, time, and skills with others and who strive to change their lives. The guests can either pay a fee for the various services or give their time, artistic skills or entrepreneurial ability in return. This case study portrays a new value creation model in tourism.
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Bartering is a type of moneyless market exchange in which persons interact in order to find mutual satisfaction through the exchange of goods for other goods. In given conditions, bartering platforms integrate discrete market transactions... more
Bartering is a type of moneyless market exchange in which persons interact in order to find mutual satisfaction through the exchange of goods for other goods. In given conditions, bartering platforms integrate discrete market transactions into a collective and dynamic process in which social exchange patterns emerge. While bartering is still a marginal exchange practice, it is becoming increasingly popular owing to significant changes in people’s values and lifestyles and owing to the digital revolution, which is dramatically increasing opportunities for strangers to interact, exchange, and collaborate. We present empirical evidence from an online bartering community in Italy whose characteristics allow members to follow different bartering styles, from more individualistic and market-oriented ones to more social and collectivistic ones. This confirms that new exchange practices exist (and can further thrive) alongside the dominant market exchange paradigm, and that they now go beyond the strict anti-consumption domain. They represent hybrid interaction types that possess elements from two distinct regimes of value (economic and social). This strongly affects the sphere of value, which should be conceived as a process that stems from significant interactions and is situated mid-way between the worlds of price and pricelessness
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This chapter investigates the main motivations that drive couples to celebrate their wedding ceremony outside their hometown as an emerging market segment of the future tourism industry. The findings of in-depth interviews with 37 couples... more
This chapter investigates the main motivations that drive couples to celebrate their wedding ceremony outside their hometown as an emerging market segment of the future tourism industry. The findings of in-depth interviews with 37 couples suggest that the theoretical lens of the experiential approach and consumer value can be applied usefully in order to interpret couples' decision making as driven by the motivation to seek functional, social, emotional and altruistic experiential values.
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Recent literature, as well as practice, highlights the growing importance assumed by new forms of access to consumption resources, such as renting, sharing, and swapping (Albinsson and Perera 2009, 2012; Bardhi and Eckhart 2012; Belk... more
Recent literature, as well as practice, highlights the growing importance assumed by new forms of access to consumption resources, such as renting, sharing, and swapping (Albinsson and Perera 2009, 2012; Bardhi and Eckhart 2012; Belk 2010). Free and upon payment systems grew and are integrating the consolidated buy and own approach: Zipcar, Airbnb, Couchsurfing, Bookcrossing. These forms differ from traditional market transactions in many respects (Humphreys and Giesler 2007). For example, consumers often access goods, services, and information without purchasing or possessing them. The development of the Internet made access based consumption systems viable and attractive.
1. Introduzione Il marketing esperienziale è un filone che negli ultimi anni ha acquisito un'importanza crescente, con la proliferazione di studi e di approfondimenti sul tema (Schmitt e Simonson, 1997; Pine e Gilmore, 1999; Schmitt,... more
1. Introduzione Il marketing esperienziale è un filone che negli ultimi anni ha acquisito un'importanza crescente, con la proliferazione di studi e di approfondimenti sul tema (Schmitt e Simonson, 1997; Pine e Gilmore, 1999; Schmitt, 1999, 2003; Filser, 2002; Hetzel, 2002; Cova, 2003; Carù e Cova, 2003; Carù e Cova, 2006; Viceconte, 2003; Resciniti, 2004; Addis, 2005; Ferraresi e Schmitt, 2006), anche in un'ottica critica (Rifkin, 2000; Ritzer, 2000; Brunetti, 2004). D'altra parte, il concetto di esperienza sta trovando massiccia applicazione anche in ambito economico-manageriale, con effetti talora sulle strategie di impresa (nuove opportunità di business, nuove aree di mercato), in altri casi sulle strategie di marketing 2 , in altri casi ancora sul marketing operativo e, in particolare, sul design di prodotto, sui codici e sulle tecniche di comunicazione, sulle scelte distributive. Si tratta di un ambito di studi ancora in profonda evoluzione, che si arricchisce di co...
Abstract Over the past two decades, wedding tourism has been booming. Despite this, very little research has investigated this phenomenon. This chapter discusses the findings of 15 in-depth interviews with Italian wedding planners, which... more
Abstract Over the past two decades, wedding tourism has been booming. Despite this, very little research has investigated this phenomenon. This chapter discusses the findings of 15 in-depth interviews with Italian wedding planners, which were carried out to analyse their views on what a destination wedding is, and how frequently they are able to influence the final choice of a site. Further, it discusses four case studies of the most important Italian wedding destinations in order to analyse their offer and related marketing strategy. Findings revealed that wedding destinations can be considered as a complex cluster of interrelated stakeholders; hence, a high degree of coordination and cooperation is needed for destination competitiveness. Further, results suggest that wedding destinations are currently opting for a product/service-oriented strategy with very little attention to a more appropriate experiential and emotional approach.
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In the current scenario, SMEs are facing a strong decline, both numerically and in terms of economic/financial difficulties that companies active have to beard. In order to Expansionary economic policies are not enough to re-establish the... more
In the current scenario, SMEs are facing a strong decline, both numerically and in terms of economic/financial difficulties that companies active have to beard. In order to Expansionary economic policies are not enough to re-establish the SMEs’ competitiveness. Structural changes are needed within SMEs, based on the transition from cost-saving strategies to differentiation strategies aimed at increasing the value created and the company’s ability to do it correctly perceive to customers. A deeper culture of marketing among SMEs seems to be necessary to this end, based on methods and practices consistent with the small size of these enterprises. The paper proposes a review of recent studies on small business marketing and discusses the "pre-conditions" to be created in order to develop a marketing-oriented approach among SMEs.
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Obiettivi . Questo studio analizza il wedding-based tourism, ossia lo sviluppo di flussi turistici incoming nazionali e internazionali generati dall’organizzazione di matrimoni in luoghi diversi da quelli di residenza. Sviluppare capacita... more
Obiettivi . Questo studio analizza il wedding-based tourism, ossia lo sviluppo di flussi turistici incoming nazionali e internazionali generati dall’organizzazione di matrimoni in luoghi diversi da quelli di residenza. Sviluppare capacita attrattiva di flussi turistici di questo tipo (verso la clientela e verso operatori specializzati di questo settore) si presenta come un’interessante opportunita per molte destinazioni. Metodologia . Lo studio ha natura esplorativa ed e basato sull’analisi di dati secondari e su interviste semi-strutturate con wedding planner e policy maker di localita italiane ad oggi piu attrattive rispetto a questo segmento di turisti. Risultati . Il presente lavoro si propone di definire le caratteristiche specifiche del prodotto matrimonio adottando una prospettiva esperienziale, che pone in evidenza la necessita di concettualizzare una destinazione matrimoniale come un network relazionale che puo coinvolgere una pletora di operatori pubblici e privati. Limiti della ricerca e implicazioni pratiche . Il contributo presenta i limiti propri di un’analisi esplorativa e quelli relativi al fatto di basarsi solo sull’analisi di soli tre casi studio e su un numero ristretto di interviste con wedding planner . Il lavoro intende fornire prime indicazioni manageriali sulla valorizzazione delle destinazioni matrimoniali. Originalita del lavoro . Lo studio analizza un tema, quello del wedding-induced tourism, che ha ricevuto scarsa, se non addirittura nessuna, attenzione nell’ambito della letteratura di marketing e suggerisce talune linee di ricerca future, rispetto ad un fenomeno ancora in fase evolutiva.
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... Foglia, Tavoleto, San Giovanni in Marignano, Montefiore Conca). Inoltre, sono stati contattati Alberghi (3 stelle) nelle loca-lità di Gabicce Mare, Cattolica e Morciano di Romagna. 6. Secondo la definizione de Lo Zingarelli (1999 ...
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Il capitolo illustra le nuove modalità di creazione del valore per le imprese, cercando di evidenziare i reali fattori di innovatività rispetto al marketing tradizional
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Questo paper analizza il rapporto tra proprietà e condivisione dal punto di vista dei consumatori, ovvero se esista (e quale sia) una tendenza a spostarsi dalla prima verso la seconda. La letteratura presenta diverse spiegazioni o... more
Questo paper analizza il rapporto tra proprietà e condivisione dal punto di vista dei consumatori, ovvero se esista (e quale sia) una tendenza a spostarsi dalla prima verso la seconda. La letteratura presenta diverse spiegazioni o motivazioni per la crescente disponibilità dei consumatori a utilizzare modalità di accesso ai beni di consumo diverse dall’acquisto e dalla proprietà. Nel paper queste spiegazioni saranno analizzate e osservate in dettaglio nell’ambito di un caso di studio: Zerorelativo.it, ovvero la comunità di baratto on-line più grande d’Italia
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The main purpose of this paper is to analyse the role of crowdfunding (CF) in cultural entrepreneurship processes by adopting a Business Network perspective. The literature on Cultural Entrepreneurship emphasises the distinctive features... more
The main purpose of this paper is to analyse the role of crowdfunding (CF) in cultural entrepreneurship processes by adopting a Business Network perspective. The literature on Cultural Entrepreneurship emphasises the distinctive features of such ventures and portrays an entirely different entrepreneurial journey. Concurrently, CF is emerging as a key topic in management research and an innovative and ‘clever’ solution for start-up ventures. However, thus far, the analysis of the role of CF in cultural start-up processes is limited. Moreover, from our perspective, existing literature on CF lacks the ability to understand the actual complexity of the “networked” nature of such contexts. Therefore, we have adopted the Business Network perspective of the Industrial Marketing and Purchasing Group (IMP) to study two highly revelatory cultural projects (i.e., RATATÀ Festival and BRUTI card game) backed by the rewardbased CF platform Ulule. We believe that studying the role of CF in cultural entrepreneurship through the lens of the Business Network perspective provides a fine-grained analysis of the development paths of cultural ventures in terms of key actors and related resources, as well as in terms of interconnected activities
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Nowadays scholars tend to agree on the fact that marketing can strongly support the competitiveness of SMEs. Extant literature highlights the concept of “enabling factors”, which can help SMEs to act in a market-oriented fashion. This... more
Nowadays scholars tend to agree on the fact that marketing can strongly support the competitiveness of SMEs. Extant literature highlights the concept of “enabling factors”, which can help SMEs to act in a market-oriented fashion. This work aims to deepen the understanding of this field of study by taking into consideration the new and extremely interesting subject of coworking centers. In our view, the most interesting coworking centers are those which act as hubs built on relevant skills and strong relationships. We argue that this kind of organization can play a leading role for coworkers as well as for the companies connected to it. Our work aims to describe in what ways SMEs can benefit from interactions with such entities, within an overall relational approach to value
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Nello scenario competitivo odierno, sono venute meno per molte PMI le condizioni che ne hanno garantito finora la sopravvivenza. Nel contempo, vi sono nuove opportunità per imprese capaci di individuare traiettorie innovative di creazione... more
Nello scenario competitivo odierno, sono venute meno per molte PMI le condizioni che ne hanno garantito finora la sopravvivenza. Nel contempo, vi sono nuove opportunità per imprese capaci di individuare traiettorie innovative di creazione e comunicazione del valore. Il paper mira a fornire elementi di approfondimento sui fattori chiave per un efficace approccio al mercato da parte delle imprese minori nella nuova arena competitiva, prendendo a riferimento un caso studio di particolare interesse
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In the current scenario, SMEs are facing a strong decline, both numerically and in terms of economic/financial difficulties that companies active have to beard. Expansionary economic policies are not enough to re-establish the SMEs’... more
In the current scenario, SMEs are facing a strong decline, both numerically and in terms of economic/financial difficulties that companies active have to beard. Expansionary economic policies are not enough to re-establish the SMEs’ competitiveness. Structural changes are needed within SMEs, based on the transition from cost-saving strategies to differentiation strategies aimed at increasing the value created and the company’s ability to do it correctly perceive to customers. A deeper culture of marketing among SMEs seems to be necessary to this end, based on methods and practices consistent with the small size of these enterprises. The paper proposes a review of recent studies on small business marketing and discusses the "pre-conditions" to be created in order to develop a marketing-oriented approach among SMEs.
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Purpose Even though the crowdfunding (CF) literature is rapidly reaching its maturity phase, the topic of serial CF (i.e. the participation in more than one CF campaign) is as much promising as still largely under explored. This study... more
Purpose Even though the crowdfunding (CF) literature is rapidly reaching its maturity phase, the topic of serial CF (i.e. the participation in more than one CF campaign) is as much promising as still largely under explored. This study thus aims to offer a thorough view of the dynamic and complex processes characterizing the participation of the start-ups to more than one campaign adopting a business network perspective. Design/methodology/approach In line with an explorative research aim, a multiple case study analysis is performed by taking into consideration four start-ups engaged in more than one CF campaigns with different combinations of equity and non-equity CF, adopting the actor–resource–activity (ARA) model as theoretical framework. Findings Multiple CF campaigns are embedded in the overall changing startup’s network and are affected by the concurrent and overlapping startup’s development processes. From this standpoint, the adoption of the ARA model suggests to reconsider ...
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Research Interests: Motivazioni and valore
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Coworking is a recent phenomenon, but it is spreading and, even more importantly, it is evolving rapidly. It originated as a relatively simple way for freelancers to share work spaces, services and equipment in order to reduce individual... more
Coworking is a recent phenomenon, but it is spreading and, even more importantly, it is evolving rapidly. It originated as a relatively simple way for freelancers to share work spaces, services and equipment in order to reduce individual costs. In most advanced cases, coworking organizations are turning into organizational settings in which truly novel work arrangements provide interesting new ideas and inspirations about how to bring about not only innovation in job design and work organization, but also a new way to construct individual and organizational identity. In this paper we will briefly describe how most advanced coworking organizations function, and we will reflect on some key elements that characterize them. We will also discuss about whether, and at what conditions, traditional companies and organizations can learn from such experiences.