Search

Frutto dell’esperienza degli Autori nella ricerca scientifica e nel contesto manageriale in ambito nazionale e internazionale, il manuale si afferma come un testo di riferimento per creare e applicare, secondo linee guida chiare e pratiche, un efficace piano di marketing integrato. Il volume affonda le sue radici su solide basi di letteratura, grazie ai contributi scientifici più riconosciuti nella disciplina, per poi arricchirsi con le ricerche accademiche più aggiornate e assumere un approccio pratico e operativo grazie all’introduzione di prospettive manageriali, coerenti con le necessità del mercato odierno. Il contesto moderno è caratterizzato da alcuni mutamenti che devono essere considerati dai marketing manager attuali (professionisti) e futuri (studenti): nuovo profilo del consumatore, nuove esigenze del mercato, nuove opportunità e sfide sollecitate ed enfatizzate dal rapido ed esponenziale sviluppo della tecnologia. Al fine di cogliere e sistematizzare i diversi elementi, il manuale, con un nuovo approccio esplorativo, presenta gli aspetti necessari e imprescindibili per realizzare un piano di marketing integrato seguendo cinque semplici fasi. Il volume, inoltre, identifica due ottiche trasversali alla trattazione: da un lato, gli strumenti tradizionali e digitali utili ad un’efficace realizzazione di un piano di marketing vengono analizzati in ottica integrata; dall’altro, il piano di marketing viene presentato secondo una duplice prospettiva, business-to-consumer (B2C) e business-to-business (B2B), al fine di rendere il manuale utile ai marketing manager (attuali e futuri) che operano in un contesto orientato ai consumatori finali e in un ambiente business.

The chaotic conditions generated by COVID-19, the Ukrainian war, and the energetic crisis, require new paradigms for decision making. For a long time, strategic decisions have been associated with the personal characteristics of the decision makers, as well as the conditions related to the context. The uncertain and chaotic situation generated by recent world crisis, has required a new approach for decision making, through the investigation of the interconnections among heterogeneous actors and the kind of relationships able to face new trends such as sustainability, digital transformation and humanistic management. These new scenarios, that can be called new paradigms, may have an impact on the main activities developed in business relationships, and imply the entering also of new actors and new resources. In order to present preliminary considerations on those aspects, this paper presents the results of a research based on a Delphi methodology

The recent disruptions such as the Covid-19 pandemic and major social movements like Black Lives Matter have increased the relevance of strategic communication, which shapes how firms are perceived by publics and affect consumers’ behavior towards their offerings. Over the last decades, the academic literature has begun to focus on the topic of strategic communication (Argenti, 2017; Holtzhausen and Zerfass, 2015; Macnamara, 2018; Sandhu, 2009; Zerfass and Huck, 2007) as the omnidirectional diachronic ongoing process of meaning construction (van Ruler, 2018), emphasizing the role of communication departments in complex organizations and, in particular, the importance of communication alignment between organizational objectives, vision, brand and identity (Botan, 2018). Indeed, strategic communication is an “emerging field of knowledge bridging established research fields such as public relations, organizational communication and marketing communications” (Falkheimer and Heide, 2022, p. 15), also defined as an emerging interdisciplinary paradigm (Werder et al., 2018). In this vein, Heide et al. (2018) interpret strategic communication as a discipline that embraces complexity and interdisciplinarity with the aim of fully grasping the different nuances of the organization, without neglecting strategy, orientation, and organizational objectives. One of the first definitions of strategic communication by Hallahan et al. (2007) interprets the concept of strategic communication as the purposeful use of communication by an organization to fulfill its mission. However, this definition has been superseded by other interpretations of the concept, that focus in more detail on how strategic communication can support the organization in fulfilling its mission (Volk and Zerfass, 2018). In this vein, strategic communication has been defined as an overall strategy to improve the strategic positioning of the organization (Argenti et al., 2005). Zerfass et al. (2018, p. 493) define st

Artification and sustainability are gaining momentum in the context and the studies of luxury brands and services: the two macro-themes are related to environmental, social, and economic issues. In recent years, moreover, there has also been increasing recognition of the value that art and culture generate for the economy and society. Given this, the aim of the paper is to understand how some of the experiences of artification have increased the cultural vibrancy of certain cities by enhancing local identity, sense of belonging, and individual and collective well-being. This study adopted a qualitative approach based on participatory longitudinal observations, interviews and secondary data analysis. The findings reveal the current link between artification and sustainability when considering the future of luxury brands and also the role that artification projects could have in urban development in the cities in which they have decided to invest.

L’emergenza che ha colpito tutto il mondo, legata al Covid-19, ha notevolmente accelerato la creazione di uno stretto legame tra i canali definiti classici e le nuove forme distributive. Per innovazioni nella distribuzione intendiamo i canali di distribuzione online (E-commerce) che hanno accompagnato la nostra vita durante i due anni di Lockdown.Nonostante la pandemia abbia notevolmente mutato le abitudini d’acquisto di ogni singolo consumatore, gli istituti di ricerca ci confermano che nel biennio 2021-2022 il desiderio dei clienti di frequentare i punti vendita e di interagire con il personale dei negozi fi sici è notevolmente aumentato. Parlando in particolar modo del mercato della cosmetica, ad esempio, oggi circa due acquisti su cinque14sono frutto del confronto tra consumatore e personale del punto vendita. Questo aspetto ribadisce la centralità delle relazioni non solo nel momento dell’acquisto, ma anche nel presidio del sell-in e conseguentemente del sell-out nella relazione tra industria di marca e distribuzione.In generale, una delle sfide chiave in questo contesto è quella di una corretta pianifi cazione delle strategie di trade marketing per massimizzare l’efficacia dell’implementazione dei veri e propri piani cliente-canale.

Purpose: The beauty industry, like most other industries, face sustainability challenges related to the transition towards a more sustainable service economy. The sustainability challenges have been described as wicked problems where a multidisciplinary and co-creating approach is needed, in order to create sustainable service ecosystems (Field et al., 2021). Furthermore, these challenges entail inherent contradictions, giving rise to tensions (e.g., Smith and Lewis, 2011; Hahn et al., 2015). Previous literature has identified generic organizational tensions (Smith and Lewis, 2011) whereof some particular for corporate sustainability (Hahn et al., 2015). However, there still exists a need to better understand, from a descriptive point of view, industry specific tensions and how they are managed, but particularly, from an instrumental standpoint, the relation between these tensions and the systemic sustainability outcomes they generate (Hahn et al., 2018). By taking a service view on corporate sustainability tensions as arising from multiple resource integrating actors in a service ecosystem (Vargo and Lusch, 2011), we aim to further such an understanding. The research fields on corporate sustainability tensions and sustainable service tend both have a distinct system view in common (e.g., Hahn et al., 2015; Field et al., 2021). As sustainability issues tend to be highly complex and intricate in nature, varying in temporal and spatial dimensions and spanning organizational boundaries, the systems imprint allows for a broader view and recognizing interconnections. Therefore, in this paper, we adopt a service ecosystem view to gain a deeper understanding of the tension in the beauty industry, how they are managed, and the corporate sustainability outcomes they give rise to. Study design/Methodology/Approach: The study adopts a qualitative methodology based on 24 in-depth interviews with several key informants in the beauty service ecosystem, later analyzed using an abd

Purpose: The question of place – ‘where’ sustainability is performed – is a particularly interesting, but relatively unexplored theme in service research (Field et al. 2021). The current service ecosystem design (SED) research leaves the ‘where’ question relatively underexplored – and we posit that such spatial understanding is required for sustainable SED research to realize its full potential. The existing research posits that SED unfolds through collective processes, enabling various actors to shape institutional arrangements and their physical enactments (Koskela-Huotari et al. 2021; Vink et al. 2021). Thus, SED is doubly a spatial affair: it unfolds in a physical and social space, and the spatial elements themselves are also subject to design efforts. However, we still do not know how different physical and social spaces influence SED processes. Thus, we cannot say much about where sustainable service ecosystem design is – or should be – unfolding. In a similar vein, there is limited understanding of how the physical enactments of institutional arrangements should be designed in service ecosystems for improved sustainability outcomes. This is a crucial gap in understanding as ‘whom’ and ‘what’ a service ecosystem serves are questions firmly embedded in ‘where’: places and spaces (Holmes, Fernandes, and Palo 2021). the purpose of this paper is to examine the spatial aspects of sustainable SED. In particular, we seek to answer the following two research questions. First, what mechanisms occur in the places where sustainable SED unfolds? Second, what features characterize places where sustainable SED unfolds? Study design/Methodology/Approach:The present study uses a qualitative case study methodology (Stake 1995; Yin 2012). The empirical material comprises of three longitudinal, in- depth case studies. As the study is exploratory, the aim of the sampling was to illuminate the phenomenon under study as comprehensively as possible. In total, we conducted 30 semi- s

Multiple research efforts are currently unfolding to advance the wide-scale sustainability transformation of services and service ecosystems to address the United Nations Sustainable Development Goals (SDGs). While “how” to create service ecosystems and “whom” and “what” these service ecosystems serve have been receiving increasing scholarly attention, current research leaves the “where” question relatively underexplored. Thus, precise theoretical conceptualizations of the role of spaces and places in sustainable service ecosystem design (SED) are lacking. By longitudinally investigating two in-depth case studies, we illuminate the spatial aspects of sustainable SED. Our findings suggest five spatial mechanisms that enlighten how sustainable SED unfolds in relation to spaces and places. We also identify three tensions that affect the implementation of sustainable SED, each tension having both enabling and constraining manifestations. The study contributes to the service research on sustainability by illuminating the previously under-researched spatial aspects of sustainable SED. Results have implications for a broad set of actors involved in sustainable SED, providing advice on how to design new and utilize existing spaces and places to maximize their potential in addressing sustainability challenges.

The service ecosystem perspective provides a multi-level approach useful to represent the heterogeneous actors, the interdependence between them, and resource integration mechanisms. In the ecosystem, value co-creation is a cooperative, collaborative, and complex process that arises between different and heterogeneous actors (Vargo and Lusch, 2017). Given the dynamicity of the service ecosystem, it should adapt over time to changes in resource integration, shared worldviews, and outcomes; but in this evolution sometimes tensions amongst the different actors arise (McColl-Kennedy et al., 2020). The evolution of the service ecosystem may be influenced at least partially by the actors’ intended activities and practices (Vink et al., 2021; Mele et al., 2018) and impacted by the level of actors’ engagement. Actor engagement is defined as “an actor's voluntary resource contributions that focus on the engagement object [and] go beyond what is elementary to the exchange [...]” (Alexander et al., 2018, p. 336): all the actors are involved in exchange (Storbacka, 2019; Jaakkola & Alexander, 2014; Kumar et al., 2010) and the core of the engagement is resource contribution. Given this, the actors’ engagement is a continuous ongoing process (Storbacka, 2019). By adopting a service-dominant perspective and considering all the actors of the ecosystem as resource integrators, this study explores the role of actors’ engagement in cross-sector partnerships in the process of value co-creation towards cultural inclusion. Specifically, we analyze how these elements interact in a cultural festival that takes place in the northern part of Italy. The aim of the paper is threefold: (1) to investigate how actors in a specific context interact and integrate resources, (2) to investigate the evolution of cross-sector collaborations in pursuing inclusion and (social) sustainable objectives in a specific context, and (3) to recognize and address tensions arising among actors with different w

The sustainability issue in the Italian wine industry is increasingly gaining momentum. Wineries today leverage on sustainability in order to obtain a competitive advantage, efficiency, and brand image. The chapter aims to investigate how small and medium Italian wineries implement sustainable practices, the impact of omnichannel strategies on the communication of sustainability issues to consumers and if there is a link between these two issues. In order to pursue this aim we collected data through a survey and in-depth interviews. Findings suggest that the sustainability challenge is becoming a “must have” for Italian wineries and that their focus is on the relationship with the consumers in order to co-define and co-create value through integration of off-line and on-line strategies.

Investigating the broad concept of sustainability, also in light of Agenda 2030, results in a complex and multi-actor ecosystem made up of different actors, behaviors, institutions, and interactions. Sustainability implies the interdependence of economic, social, and environmental dimensions at different levels: this interdependence requires the focus not only on firms and producers but also on the whole ecosystem to consider who are the actors, how they interact and for what purpose, and the role of policymakers. In this context, cross-sector partnerships are key components of sustainable development involving different actors in sustainable market shaping. Adopting a service-dominant perspective and considering all the actors as resource integrators in this study we focus attention on the role of cross-sector partnerships in the development of a sustainable service ecosystem. The aim of the paper, that adopts a qualitative methodology, is twofold: (1) to investigate the evolution of the cross-sector partnerships in pursuing sustainable objectives and their role in the development of a sustainable service ecosystem; (2) to recognize tensions arising in the service ecosystem when actors with different worldviews and behaviors interact and to understand how actors try to solve the different tensions through institutional arrangements.

The pandemic, the Ukrainian war, and the energetic crisis have created a degree of disruption in most industries that is unprecedented also considering the potential for global situation. In this postnormal time, characterized by chaos, a new decision-making approach is required. Based on this premise, we adopted a Delphi approach to understand how managers are setting companies’ business priorities in the current increasingly complex environment. The paper analyses the relevant trends of digital transformation, circular economy, humanistic management, considering the key actors, resources, and activities required to take new business decisions.

COVID-19 has provided an opportunity to reset and reconsider sustainability as a mean to grow and develop considering the economic, environmental, and social/cultural implications that come with that (Sharma et al., 2021). Furthermore, tourism in the context of COVID-19 reveals how the local is a locus of change (Brouder et al., 2020). Given the dynamicity of service ecosystem it should adapt over time to changes in resource integration, shared worldviews and outcomes; but in this evolution sometimes tensions amongst the different actors (McColl-Kennedy et al., 2020; Frow et al., 2019; Banoun et al., 2016). Ecosystems have to manage tensions and possible forthcoming conflicts in particular after some shock event, as in this period COVID-19 pandemic: transformation, innovation and change could emerge from conflicting value creation strategies (Laamanen and Skalèn, 2015). Given these premises the aim of our study is to understand how have rural tourism realities been stimulated to evolve following the pandemic?

The pandemic has changed tourist needs and domestic rural tourism has boomed. People look for countryside destinations to avoid virus transmission and to satisfy the environmental, escapist, educational, and entertainment needs at the same time. Sustainable Rural Tourism has an impact on the local communities and on the enhancement of traditional culture and environment and these new habits impact all the sustainability dimensions. In this context, wineries give an important contribution to sustainable rural tourism and in the last years, they have acquired importance worldwide. Data from the most used app for tourism bookings has shown off that winery visits and wine tastings are the favourite touristic activities for consumers in Italy (TripAdvisor, 2022). Moreover, sustainability has become a fundamental asset for all business activities and wineries have started to implement sustainable strategies both in the production and in the creation of local networks to generate value for all the actors of their territory. Since the implementation of sustainable practices involves different actors and it shaped the co-creation activity, the service ecosystem perspective is needed to manage the overlapping of social, economic and environmental goals. Since small and medium wineries are facing the sustainable rural tourism transition, the network relationships between actors at different levels of the ecosystems are becoming crucial. The research aims to analyze the impact of actors at meso level in this transition of Italian wineries.

The sustainability issue in the Italian wine industry is increasingly gaining momentum. Wineries today leverage on sustainability in order to obtain a competitive advantage, efficiency, and brand image. The chapter aims to investigate how small and medium Italian wineries implement sustainable practices, the impact of omnichannel strategies on the communication of sustainability issues to consumers and if there is a link between these two issues. In order to pursue this aim we collected data through a survey and in-depth interviews. Findings suggest that the sustainability challenge is becoming a “must have” for Italian wineries and that their focus is on the relationship with the consumers in order to co-define and co-create value through integration of off-line and on-line strategies.

Purpose: In beauty industry sustainability issues are gaining momentum also in light of Sustainable Development Goals. Sustainability is being increasingly and constantly recognized as source of competitive advantage in terms of brand image and profit. Consumers, in particular Millennials and Gen Z are very interested in having a quality product with sustainable and bio characteristics, and are very sensitive to sustainable packaging (Švecová et al., 2020; PwC 2020; Cosmetica Italia, 2021). Dealing with sustainability issues in beauty industry results in a complex and multi-actor ecosystem made up by different elements, behaviors, and interactions, so in this paper this industry has been considered, according to Service Dominant logic, as a service ecosystem in which actors interact at micro, meso and macro level and in which tensions could arise (Vargo and Lusch, 2017; Hahn et al., 2015; Smith and Lewis, 2011) Considering sustainability in the beauty industry requires to address multiple environmental, economic and social goals at different levels of the services ecosystem (Elkington, 1997). The aim of this paper is to recognize current tensions arising at the different levels of this service ecosystem when actors characterized by different worldviews interact and integrate resources and to address tensions and paradoxes between economic, environmental and social goals. Design, methodology, approach: In order to achieve the aims of the paper and coherently with the complexity of the issue, the study adopts a qualitative methodology: the study has been conducted in a real context through face-to-face interviews with multi-level actors of the beauty industry. It consists of 29 semi-structured interviews with key informants at different levels of the service ecosystem. Interviews were carried out between April 2021 and November 2021. Data from interviews have been triangulated with those deriving analysis of secondary data and with data deriving from partic

COVID-19 pandemic has raised significant challenges for health services targeted at patients with chronic diseases: hospitals and medical clinics had to find new and practical solutions to address the impacts on individual and collective well-being. The paper aims to investigate the evolution of the Italian eHealth service ecosystem during and after the pandemic for chronic patients and to recognize tensions arising in the service ecosystem when actors with different worldviews interact and to understand how actors resolve the different tensions through the development of new institutional arrangements.

Digital technologies based remote care solutions (i.e. smart devices) emerge as disruptive and transformative technologies that foster the development of new and innovative healthcare services (i.e. remote health monitoring, smart track and analyze health data: Ostrom et al., 2015; Free et al., 2013) and drive the emergence of a more effective and cost-efficient service ecosystem (i.e. self and personalized healthcare; Caulfield, Donnelly, 2013). In such emerging healthcare ecosystems, smart devices effectively connect the emotional, social and physical needs of the actors (patients and their families, physicians, other service providers, etc.) to transform the patient into an active actor who integrates resources and co-creates value (Anderson et al., 2013; Danaher, Gallan, 2016; Anderson et al., 2018). Therefore, this paper aims to investigate the combinatorial processes of resource integration transforming patients in a resources integrator (Vargo, 2008) and leading new and emerging service ecosystems (e.g., Meynhardt et al., 2016; Peters, 2016; Taillard et al., 2016).

In last years, some key business, social and technological trends, such as Digital transformation, Humanistic management, New customers, Ageing population, and Circular economy, emerged as particularly impactful on management practices. This paper is part of a broader research project aimed at exploring managers’ awareness of and sensitivities toward these trends, their perceived current stage of development, and their expected impact on business, markets, and firms in the medium term (3-5 years). More specifically we are conducting a Delphi study in order to elicit and aggregate experts’ opinions (managers and consultants with sound experience in innovation and management practices across different sectors) on the trends under investigation. In this working paper we present the conceptual background of our research project by illustrating the definition of each macro trend and the by identifying the key aspects associated to each trends based on the preliminary findings that emerged from our Delphi study.

Purpose This paper aims to investigate the eHealth ecosystem’s evolution during the coronavirus disease 2019 (COVID-19) pandemic and its effects on the progression of care for patients with chronic cardiovascular disease. Design/methodology/approach To attain the aim of the study, this study chose to adopt a qualitative method that matches the complexity of the issue. The study was conducted in a real context through 44 face-to-face semi-structured interviews of key informants at different levels of the Italian eHealth service ecosystem, via Microsoft Teams. The interviews were carried out from June 2020 to January 2021. In this research, we adopted an abductive approach that enabled a process where the theoretical framework and the data analysis evolved at the same time. Findings The study results were used to develop a conceptual framework that considers the key factors enabling and constraining the evolutionary process of the eHealth service ecosystem. In particular, the drivers that emerged from the study were actor role empowerment, actor–network engagement and resource reconfiguration while the inhibitors were inter- and intra-actor misalignment, resource myopia and the platformisation gap. The findings also revealed the pivotal role of the meso level in the development of the eHealth service ecosystem, boosted by the COVID-19 pandemic. Originality/value By adopting a service ecosystem perspective, this paper contributes, at both a theoretical and a managerial level, to a better understanding of the dynamics related to the diffusion of eHealth. The study identifies the main issues that researchers, managers and policymakers should address to support the evolution of the eHealth service ecosystem, with particular regard to chronic cardiovascular disease.

Practising sustainable business in the wine industry requires addressing social, economic and environmental goals. This paper focuses on the process of addressing tensions and paradoxes amongst these goals at the different levels of the service ecosystem in the Italian sustainable wine industry and on the platformisation role at the meso level. The study adopts a qualitative approach based on 23 in-depth interviews with associates of Le Donne del Vino. The collected data were triangulated with those derived from participatory observations and the analysis of secondary data. The study’s findings reveal that the presence of an organisation at the meso level activates the harmonisation of value co-creation within the service ecosystem. This is achieved by intervening in the four different paradoxes, namely, belonging, learning, organising and performing, which emerge from the adoption of a sustainable approach.

In recent years, the context of B2B relationships has changed rapidly with the advent of new technologies that are reshaping the space dimension of business interactions and the time frame in which they occur. Notwithstanding the magnitude of this evolution, the literature only partially captures the implications of value creation in the B2B digital context, leaving the contextual nature of value to remain vague and described mainly at an abstract level. This lack of a micro-foundation of value creation in context also makes its management exceedingly difficult. This study proposes a conceptual model that explains value creation in the digitally interconnected B2B business environment. Our analysis of 34 qualitative interviews with B2B managers showed the importance of a granular examination of value creation in context by identifying its dimensions and processes. At the same time, we showed the need to combine a micro theoretical focus with the transition to a more holistic and systemic view.

This book is geared towards providing insights and stimulating new thinking about the changing nature of services, service work and workers, and service experiences during and after the COVID-19 pandemic in 2020, particularly focusing on digital service technology. This book serves as a useful resource for business practitioners and academics in the areas of service and human resource management. Each chapter deals with specific current issues within these industries due to COVID-19 and issues that will come up post-pandemic. As COVID-19 is expected introduce novel methods to the service sector, such as untact service, telecommuting, alternative work arrangements, job crafting, and new work skills, digital technology is becoming more important than ever before. This books provides a range of examples and cases to elaborate on the effective application of digital service technology in order for businesses to stay relevant in the current climate.

L’osservazione e l’analisi dei comportamenti di consumo degli immigrati e il confronto con quelli della popolazione ospite rappresentano un riferimento importante per comprendere il livello di integrazione degli immigrati e di reciproca acculturation, inteso come il processo di cambiamento e di avvicinamento culturale e psicologico generato da un contatto duraturo con comunità appartenenti a culture differenti. Questo libro sintetizza i risultati di un progetto di ricerca promosso dall’Università Cattolica del Sacro Cuore di Milano che ha voluto indagare i comportamenti d’acquisto e di consumo dei nuovi consumatori di origine straniera. Il focus della ricerca si è concentrato sulla popola-zione stabilmente residente in Italia e non sugli aspetti emergenziali del fenomeno migratorio. La ricerca si è orientata sui consumi riferiti a una pluralità di settori (prodotti alimentari, abbigliamento e moda, prodotti tecnologici, servizi commerciali, servizi sanitari e consumi culturali) e, sul lato dell’offerta, sulle politiche delle imprese rivolte al target degli immigrati e sulle attività imprenditoriali svolte dalle popolazioni immigrate. L’analisi comparativa dei diversi mercati sui quali si è concentrata la ricerca empirica ha fatto emergere alcune convergenze degli atteggiamenti in particolare delle seconde generazioni, la relazione significativa “consumi-generazione di appartenenza”, il ruolo della provenienza geografica e dell’identità di origine nel processo di acquisto e consumo. Dalla ricerca emerge con chiarezza che i consumi possono effettivamente rappresentare un momento fondamentale di contatto, di acculturazione e di integrazione nel rapporto tra popolazione immigrata e autoctona. Tali fattori sono affiancati da alcune sfide sia per la formulazione delle strategie aziendali, sia per il contesto istituzionale in termini di policy

L’osservazione e l’analisi dei comportamenti di consumo degli immigrati e il confronto con quelli della popolazione ospite rappresentano un riferimento importante per comprendere il livello di integrazione degli immigrati e di reciproca acculturation, inteso come il processo di cambiamento e di avvicinamento culturale e psicologico generato da un contatto duraturo con comunità appartenenti a culture differenti. Questo libro sintetizza i risultati di un progetto di ricerca promosso dall’Università Cattolica del Sacro Cuore di Milano che ha voluto indagare i comportamenti d’acquisto e di consumo dei nuovi consumatori di origine straniera. Il focus della ricerca si è concentrato sulla popola-zione stabilmente residente in Italia e non sugli aspetti emergenziali del fenomeno migratorio. La ricerca si è orientata sui consumi riferiti a una pluralità di settori (prodotti alimentari, abbigliamento e moda, prodotti tecnologici, servizi commerciali, servizi sanitari e consumi culturali) e, sul lato dell’offerta, sulle politiche delle imprese rivolte al target degli immigrati e sulle attività imprenditoriali svolte dalle popolazioni immigrate. L’analisi comparativa dei diversi mercati sui quali si è concentrata la ricerca empirica ha fatto emergere alcune convergenze degli atteggiamenti in particolare delle seconde generazioni, la relazione significativa “consumi-generazione di appartenenza”, il ruolo della provenienza geografica e dell’identità di origine nel processo di acquisto e consumo. Dalla ricerca emerge con chiarezza che i consumi possono effettivamente rappresentare un momento fondamentale di contatto, di acculturazione e di integrazione nel rapporto tra popolazione immigrata e autoctona. Tali fattori sono affiancati da alcune sfide sia per la formulazione delle strategie aziendali, sia per il contesto istituzionale in termini di policy

The relationship between art and luxury is not a simple coincidence (Chailan, 2018). Indeed, art arguably can enhance both the symbolic and the aesthetic aspects of brand perceptions and may help overcome the problems associated with the industrialization of luxury (Chailan, 2018; Lee et al., 2015; Kapferer, 2014). Among the companies attempting to invest in their relationship with art, Gucci presents a focused, innovative example. This case study shows how a company constituting a significant part of a global group has grown in a fragmented global luxury market characterized by a few large multi-brand groups and small independent players competing in different segments. In particular, Gucci’s artistic directors have tried to bring together ethics and aesthetics and to use art to create exclusive experiences linked to the brand also drawing attention to the brand’s heritage trough contamination.

The sustainability issue in the Italian wine industry is increasingly gaining momentum. The general principles about sustainability, given by the Organisation of vine and Wine (OIV) in the 2016, are about environmental, social, economic and cultural stances. Indeed, sustainability is not only the respect of the environment, the reduction of wastes and pollution and the biodiversity, but it is also linked to social, cultural and economic dimensions. The intangible aspects such as the culture, the landscape, the history, the traditions and the human capital that is contained in a bottle of wine are the basis for sustainable quality, from the vineyards to the wine. Wineries today leverage on sustainability in order to obtain a competitive advantage, efficiency and brand image. However consumers are still not always aware about the characteristics of a sustainable product and thus they are not always willing to pay a higher price for it. The aim of the paper is to investigate how in particular small and medium Italian wineries implement sustainable practices and the impact of omnichannel strategies on the communication of sustainability issues to consumers. In order to pursue this aim we collected data through a survey involving more than 100 Italian small and medium wineries and 15 direct in-depth interviews to wineries’ managers and key informants. Findings suggest that the sustainability challenge is becoming a “must have” for small and medium Italian wineries and that their focus is increasingly on the relationship with the different stakeholders but in particular with the consumers in order to co-define and a co-create value. Wineries still prefer to communicate the nature of their products through the physical contact and for this reason they organize activities in the cellar and promote the discovery of the “terroir” with winery tours, wine 34 tastings and lunches with local products. Nevertheless, the most advanced ones have started to introduce the use of socia

Le piattaforme di crowdfunding sono un nuovo metodo di raccolta fondi che si sta espandendo, dimostrando di essere validi strumenti di finanziamento per sostenere iniziative e progetti, a livello nazionale e internazionale. La ricerca, alla base di questo libro, è il primo studio che analizza, attraverso un’analisi quantitativa relativa ad un campione di aziende non profit italiane, il fenomeno del crowdfunding donation based e del personal fundraising e identifica i meccanismi di funzionamento valutando i risultati e i relativi impatti sull’attività di raccolta fondi. L’obiettivo del libro è quello di delineare il profilo dell’organizzazione non profit che svolge crowdfunding e quello del personal fundraiser e di definire le modalità per condurre con successo una campagna di crowdfunding e personal fundraising, in cui la gestione della relazione tra azienda non profit e personal fundraiser deve essere condotta con flessibilità e fiducia. In questo contesto la piattaforma si configura come uno strumento di facilitazione per l’ampliamento della rete del fundraiser, in cui la comunicazione trasparente e la misurazione dei risultati in tempo reale sono i presupposti per poter attrarre donatori prospect laddove l’azienda non profit coinvolta è in grado di sviluppare un legame forte con la comunità di riferimento online ed offline. Il libro presenta, inoltre, alcuni esempi di imprese che hanno attivato azioni di corporate crowdfunding.

Il volume si propone di offrire una fotografia puntuale ed aggiornata del sistema trasfusionale italiano visto dal punto di vista di AVIS

Nel variegato mondo delle charities è possibile ritrovare linee comuni generali che consentono di cogliere le trasformazioni, la crescita e l’evoluzione nel tempo di questi soggetti, espressione di aggregazioni civili, istituzioni laiche, enti religiosi o singoli individui, che costituiscono il Terzo settore milanese. Il volume intende evidenziare non solo la continuità storica di questa realtà, ma anche gli elementi di specificità e innovazione che sono tipici di questo contesto.

Il volume si propone di offrire una fotografia puntuale ed aggiornata del sistema trasfusionale italiano visto dal punto di vista di AVIS