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3. Inclusive marketing and disability: value creation strategies for organisations and society in the toy industry.

Author

Masiello, Barbara, Garofano, Antonella, Izzo, Francesco, and Bonetti, Enrico

Subjects
INCLUSION (Disability rights), TOY industry, VALUE creation, MARKET value, SOCIAL marketing, CUSTOMER cocreation, DISABILITY studies, CUSTOMER loyalty
Abstract

Issues of diversity and inclusion increasingly influence the purchasing process and brand loyalty of new generations of customers. Additionally, scholars and policymakers are calling for a more inclusive society and advocating for the integration of people with disabilities. However, there is a lack of research investigating these issues from a marketing perspective. Using a strategy of inquiry regarding in-depth multiple case studies from different players of the toy industry, this paper highlights how to set marketing strategies that develop and communicate new offerings by promoting both Marketing and Social Value and fostering the social inclusion of children with a disability. The proposed model contributes to the emerging literature of Inclusive Marketing and will help marketers implement a socially inclusive approach. [ABSTRACT FROM AUTHOR]

Published
2024
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19. Mercati e competitività

Author

Aiello, Gaetano, Ancarani, Fabio, Barbarossa, Camilla, Bertoli, Giuseppe, Bonetti, Enrico, Borghini, Stefania, Buratti, Nicoletta, Busacca, Bruno, Cantone, Luigi, Cantù, Chiara, Caroli, Matteo, Casarin, Francesco, Castaldo, Sandro, Cedrola, Elena, Cercola, Raffaele, Cioppi, Marco, Colurcio, Maria, Corciolani, Matteo, Corvi, Elisabetta, Costabile, Michele, Cristini, Guido, Dalli, Daniele, De Luca, Patrizia, Della Corte, Valentina, De Nisco, Alessandro, Donvito, Raffaele, Ferrero, Giancarlo, Fiocca, Renato, Fornari, Daniele, Fortezza, Fulvio, Franch, Mariangela, Galvagno, Marco, Gambetti, Rossella, Grappi, Silvia, Gregori, Gianluca, Guercini, Simone, Iasevoli, Gennaro, Lanzara, Riccardo, Luceri, Beatrice, Maizza, Amedeo, Manaresi, Alberto, Martinelli, Elisa, Matarazzo, Michela, Mattiacci, Alberto, Mauri, Chiara, Mele, Cristina, Miceli, Gaetano, Moretti, Andrea, Rosa Napolitano, Maria, Nardin, Giuseppe, Nosi, Costanza, Orsingher, Chiara, Paiola, Marco, Pastore, Alberto, Pegan, Giovanna, Pellegrini, Luca, Pencarelli, Tonino, Piccaluga, Andrea, Alberto Pratesi, C., Ranfagni, Silvia, Resciniti, Riccardo, Romani, Simona, Sansone, Marcello, Scarpi, Daniele, Siano, Alfonso, Signori, Paola, Simoni, Michele, Tedeschi, Marcello, Vernuccio, Maria, Vescovi, Tiziano, Vianelli, Donata, Vona, Roberto, Ziliani, Cristina, and Zucchella, Antonella

Published
2019

30. Service Marketing

Author

BONETTI, Enrico, Mattiacci A, Pastore A, and Bonetti, Enrico

Published
2014

36. Marketing dei servizi

Author

ZEITHAML V. A, BITNER M. J, GREMLER D. D, BONETTI, Enrico, Zeithaml, V. A., Bitner, M. J., Gremler, D. D., and Bonetti, Enrico

Published
2012

40. Dotazione strutturale e processi di internazionalizzazione delle imprese del tessile-abbigliamento campano

Author

BONETTI, Enrico, ESPOSITO DE FALCO S, SIMONI M., Bonetti, Enrico, ESPOSITO DE FALCO, S, and Simoni, M.

Abstract

Il lavoro analizza i fattori alla base dello sviluppo internazionale delle imprese del tessile-abbigliamento in Campania. Proponendo un modello originale, denominato dotazione strutturale, attraverso un’analisi empirica, vengono individuati i principali elementi che facilitano l’ingresso nei nuovi mercati e quelli grazie ai quali le imprese possono crescere e consolidarsi in tali mercati. Le implicazioni più rilevanti emerse dall’analisi vengono discusse sia in riferimento alle imprese intenzionate a svilupparsi sui mercati internazionali, sia riguardo ai policy makers.

Published
2011

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