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Purpose: The purpose is to detect the nonlinearity wholesale rice price formation process in Italy in the 1995–2017 period. Design/methodology/approach: A nonlinear smooth transition autoregressive (STAR)-type dynamics model is used. Findings: Wholesale rice prices are significantly affected by variations in the international price of rice as well as variations in Arborio price. Research limitations/implications: The limitations include policy recommendations for the production and commercialization of rice in Italy. Practical implications: Understanding rice pricing dynamics and nonlinearity behavior is pivotal for the survival of the entire European and Italian rice supply chain. Originality/value: In the extant literature, no evidence exists on non-linearity of rice prices in Italy.

The widespread usage of social media has deeply transformed the mechanisms that e-retailers adopt to acquire customers’ information, interact and build relationships with them. In order to be successful in this new context, e-retailers need to integrate their customer relationship management (CRM) system with social media applications in order to develop new marketing capabilities, namely social CRM capabilities that are useful to achieve a superior competitive advantage. Hence, the aim of the study is to analyze the role and the impact of social CRM capabilities on customer relationship performance and financial performance, as outcomes. Data retrieved from 102 European e-retailers that actively use Facebook to engage customers have been processed with structural equation modelling technique. Findings contribute to marketing literature highlighting a strong relationship between social CRM capabilities and customer relationship performance and suggesting that only when those capabilities improve customer relationship performance, firms can significantly increase also financial performance.

A motorway bridge, the Morandi Bridge, built in the 1960s has collapsed during heavy rainfall in Genoa on August 14th 2018. Due to this tragedy, Autostrade per l’Italia undergoes a crisis that not only has caused an interruption in the company’s daily activities but also has generated negative social media conversations that have affected stakeholders’ perception of the company and put Autostrade’s reputation at risk. Reputation represents one of the most valuable intangible assets that companies can exploit to improve their performance, both financial and relational. Facilitating interactive communication and content exchange, social media play a crucial role in fostering companies’ reputation. However, in crisis context, such as the Morandi Bridge collapse, social media hold many challenges for reputation management, mainly because users’ interactions contribute to enhance crisis echo. In this perspective, the study uses a two-step analysis in order to analyze if and how social media conversations surrounding a crisis event effectively affect the users’ perception of a company’s reputation. In order to address this research aim, a total of 664 Facebook comments published on August 14th 2018 from users in reply to Autostrade 2 posts about Genoa’s Morandi Bridge collapse were analyzed through both content and sentiment analyses. Findings highlight that social media conversations can effectively affect companies’ reputation in a crisis management context, suggesting that online conversations in the era of socially mediated crisis communication are complex and tend to revolve around some peculiar topics that are not always strictly connected with the crisis event.

In the last decades, circular economy has become a key in the academic and managerial studies. While there are plenty of contributions on circular economy like environmental strategy, a less developed line of studies is that analyzing circular economy as a new way of doing business. In this context, Italy has initiated the necessary reforms for the transition to the circular economy in 1997, but it is only in 2017 that it has adopted a work plan on that. The chapter presents the evidence of a CAWI interview investigating if the Italian firms are adopting the principles of circular economy and if this affects their competitiveness and business performance. The research contributes to the understanding of this new paradigm by getting into detail with the motivations that drive Italian enterprise to adopt the principles of circular economy, the actions they are taking to be circular economy-oriented, and the possible relationship between the adoption of the circular economy principles and their business performance.

Il lavoro mira a: 1) definire il concetto di economia circolare nella percezione delle imprese; 2) individuare le motivazioni che spingono le imprese all’adozione dei principi dell’economia circolare; 3) rilevare eventuali opportunità di business che l’economia circolare offre alle imprese. Attraverso una cluster analysis, la presente indagine esplorativa analizza le risposte ad un questionario CAWI di 116 manager italiani. La ricerca individua tre cluster: Acerbi, Intermedi ed Avanzati con un livello progressivo e incrementale di recepimento dei principi di economia circolare nei rispettivi modelli di business. Il lavoro si inserisce nel filone dell’economia circolare studiando empiricamente se e come la transizione in atto rappresenti un’opportunità per le imprese italiane. Inoltre, la ricerca coinvolge simultaneamente molteplici settori e analizza l’impatto dell’economia circolare sulla performance aziendale

Professional refresher courses build decision makers’ self-knowledge, which can influence behaviours and choices. This work aims to illustrate the training needs of European professionals working in the raw materials sector, in order to identify any educational gap. A needs and target analysis is carried out within the context of the European project RefresCO – Professional Refresher Courses, funded by EIT Raw Materials. A sample of trade associations, entrepreneurs, and managers involved in raw materials was built using a bottom-up approach and a computer-assisted Web interview survey was conducted through the Limesurvey platform. Results show the existence of the “ROW (Return Over Waste) educa-tional cube”, which combines technological aspects of waste treatment and eco-nomic aspects helping professionals to identify related business opportunities. The research identifies similarities and differences in training needs in the Italian ver-sus the European context. The chapter provides an original contribution to the debate on lifelong learning, underlining some priorities in the raw materials indus-try. The methodological approach creates a new future research path since the work can be extended to other fields in order to plan and manage an overarching professional educational system in Europe.

This paper studies cross-sector social partnerships (CSSP), in particular, business-no-profit partnerships, with the objective to investigate the drivers at the basis of enterprises’ participation to these projects and their perception of the benefits obtained. Using a qualitative approach, the study examines the experience of different enterprises operating in food industry and involved in CSSP devoted to the fight against food waste. Interviews provided evidence of the coexistence of social and economic objectives at the basis of the participation of enterprises in CSSP, as well as heterogeneous benefits that are searched by enterprises, and which include reputation improvements, efficiency and efficacy of business processes, while all the interviewees agree on the positive outcome of the collaboration, regardless of their starting motivation.

In recent years, it has become necessary for retailers to manage and integrate a variety of channels in order to reach more customers and provide them with a seamless shopping experiences adding new opportunities and challenges to this evolving scenario. This study investigates how and why e-tailers adopt an omnichannel strategy, which roles and functions they assign to different channels and which effects derive from the adoption of an omnichannel strategy. This work seeks to contribute to the body of knowledge on omnichannel businesses thanks to an exploratory analysis based on 29 in-depth interviews with CEOs and managers of e-tailers firms. Results show that all interviewees adopt an omnichannel strategy, integrating and coordinating channels and customers’ touchpoints. It has emerged that financial and customer relationship performances are the main drivers that guide the adoption of an omnichannel strategy. Findings also reveal that e-commerce, social networks and mobile are strategic channels to engage with customers. In addition, firms synergistically integrate online and offline channels in order to achieve complementary effects and thus create additional value for customers. Two are the main challenges that arise from this scenario: marketing and organizational ones. The former involves the reconfiguration of firms marketing strategies, by harmonizing their marketing and communication mix, and their brands. The latter refers to the overcoming of the traditional silos organizational structure in favor of the omnichannel one.

The book is focused on the relationship between business strategies and competitiveness among Italian SMEs in times of deep change, like the current economic and financial crisis. Contents are organized into five chapters. Chapter 1, gives a first framework on the concept of strategy. After defining strategy, theoretical contributions are brought to understand the difference between business strategy, business model, and strategic intent. Different strategies in different competitive contexts are also analyzed. Chapter 2 goes into detail with the main sources of competitive advantage, taking into account cost advantage, advantage of differentiation and innovation, and the way SMEs can create, maintain and defend their competitive edge. Chapter 3 offers an overview on the peculiarities of Italian SMEs, taking into account their strengths and weaknesses: size limitations, family-run business, their development inside and outside industrial clusters and other forms of networks, the internationalization process, made in Italy and its competitiveness. The chapter ends with a reflection on the current financial and economic crisis and the reactions coming from the market. The aim is to outline some challenges and opportunities for the competitiveness of SMEs. Chapter 4 is devoted to the research on the business strategy and the competitiveness of SMEs, operating in the third industrial area of Italy for value added and business concentration, which is Monza and Brianza province. A CAWI/CATI (Computer Aided Web Interview/ Computer Aided Telephone Interview) survey was carried out in four editions, in the period 2011-2014 and addressed to 900 firms on average, with a redemption rate of 20% to 26%, depending on the year. The research has been developed by Criet, Research Centre for territorial development and economics of the University of Milan-Bicocca in collaboration with Confindustria Monza and Brianza Association, now Assolombarda Confindustria Milano, Monza and Brianza

From the 2012 survey of the Osservatorio Impresa Monza e Brianza we shed some light on the behavior and strategic choices of micro, small and medium sized enterprises to cope with the global financial and economic crisis. The analysis was conducted with the aim of discovering which strategies are more likely to be implemented in the short-term using the Rasch model for multinomial ordinal response categories. Moreover, we present a segmentation based on the enterprises’ reactivity towards the crisis with respect to the effectiveness of crisis measures and the main characteristics of the enterprises.

Purpose: The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance. Design/methodology/approach: A qualitative method was adopted with a case study on Monza and Brianza province (northern Italy) which is strongly involved in EXPO2015 initiatives. The triangulation among multiple sources such as documents, interviews and observation, allow for deeper data collection. Findings: A mega event can enhance development and repositioning also of minor territories. There are, however, two main conditions for benefiting from such an opportunity: to plan the marketing mix, taking into account people and partnerships, and to ensure a vision on territory through coordination with a legacy perspective. Research limitations/implications: This study is not representative or generalizable. However, it gives insights into the mechanism of coordination and collaboration between different stakeholders and on how to plan the Monza and Brianza marketing mixes. Practical implications: The research has implications for governance mechanisms and for marketing politics both for public and private decision-makers, especially in the pre-mega event phase, but also with some inputs into legacy phase. Originality/value: The research is original for three reasons: the context concerns Monza and Brianza province, and so can help understand how mega events can help a minor territory reposition itself; the research looks at the managerial implications of place marketing in this pre-event phase; and in Italy, provinces are being reorganized or abolished: this case study looks at a province and its future.

Purpose – The aim of this paper is to analyse why Italian small and medium enterprises (SMEs) pursue internationalization (current and future entry modes, motivations, advantages and difficulties) and how they go about it, with reference to four key areas: innovation and technology, networking, environmental approach and human resource (HR) competences. Design/methodology/approach – A questionnaire was distributed to 792 enterprises with a response rate of 24.37 per cent. Data were collected using the computer assisted web interviewing (CAWI) method and processed with Rasch analysis, Principal Components Analysis and Cluster analysis methods. Findings – The paper presents the results of a quantitative research on SMEs located in the Province of Monza and Brianza – one of the most productive territories in Italy. Four different clusters emerged with specific approaches. Briefly, this paper points out that: innovation is mostly linked to the product and is incremental; HR and their competences are crucial for facing complex markets; the green issue is not dominant (it is considered only for saving energy and reducing cost production); and networking is not a key issue (except informal relations, contractual agreements and strategic alliances). Research limitations/implications – The research could be extended: through a longitudinal survey on the same sample; by covering different territories on the same topics. The cluster analysis identifies potential guidelines for entrepreneurial behaviour in respect to key factors for exiting from the economic and financial crisis: innovation and technology, formal and informal networks, the “green” approach, HR training. Originality/value – This paper presents a new interdisciplinary approach that may work beyond country boundaries, providing a new basis to the debate on the internationalization of SMEs.

The paper presents the results of a quantitative research on 886 Italian SMEs, which analyzes their internationalization strategies, the entry modes selected and the role played by intangible assets when operating abroad. The data were collected with CAWI method and processed with PCA and Cluster analysis methods. Different strategic approaches have emerged among clusters. Briefly, we point out that for the respondents the internationalization process is something consolidated and crucial for their growth, and this is true also for small firms. Intangible resources are key factors for them to keep competitive. A subset was done on the engineering industry: these SMEs are particularly proactive towards foreign markets, while the intangibles assets bring them added value.

The paper presents the results of a quantitative research on 886 SMEs of one of the most productive territories in Italy. The aim is to analyze their internationalization strategies, the entry modes selected and the role played by intangible assets when operating abroad. A questionnaire was distributed with a redemption rate of 21.8%. The data were collected with CAWI method and processed with PCA and Cluster analysis methods. Different strategic approaches have emerged. Briefly we point out that for the respondents the internationalization process is something consolidated and crucial for their growth, and this is true also for small firms. They go abroad to react to a decreasing domestic demand (both Italian and European) but above all to fulfill the foreign requests (B2B customers). As for entry modes, direct investments are the most diffused, although strategic approach differ among clusters. Intangible resources are key factors for them to keep competitive.

In questo articolo, vengono presentati e contestualizzati i contributi offerti dalle aziende che hanno preso parte alla ricerca "Smart Life: dalla tecnologia al mercato", proponendo la loro visione sul tema e sottolineato l’interpretazione e l’esplorazione che di smart e smart life si sta sviluppando nell’ambito di alcuni specifici contesti empirici.

The aim of this article is to analyze the approach to corporate communication in Italian mining industry, where product differentiation arises largely from the aspects of the relationship between manufacturer and customer and where the strong environmental impact of mining activities makes communication with the diverse stakeholders crucial. The paper presents the results of a CAWI questionnaire distributed to 658 enterprises, with a redemption rate of 12.2%. Data were processed with univariate and multivariate statistical techniques (PCA). The results show that the approach of mining enterprises to communication is still traditional and that although a specific area of communication is well established (product communication), there is still much to be done on corporate communication as well as on audiences that are not only business customers (citizens, institutions, administrators, associations).

This contribution investigate the behavior of Italian enterprises according to the division proposed in literature by Balmer and Gray who identify primary communication (implicit), secondary communication (explicit) and tertiary communication (indirect). To achieve the objective, an empirical research on firms associated with Confindustria Monza and Brianza Association has been realized. The results show that the communication activities have a limited role for enterprises. Moreover, referring to the adoption of web 2.0 techniques, the use of last generation tools, seems to be still an exception, although they are accessible also for SMEs. Therefore, it seems that communication is not seen as a strategic issue for businesses development and for corporate governance.

International business strategies by Small and Medium Enterprises (SMEs) are a crucial issue for Italian economy. The process of internationalization seems to be an effective but complex solution for enterprises to survive in the current financial and economic crisis. Thus, this process may require deep changes in decision making, management, organizational and marketing procedures. The paper presents the results of a quantitative research on SMEs located in Monza and Brianza province − one of the most productive territories in Italy. The aim is to analyze why and how these SMEs do behave towards internationalization (current and future entry modes, motivations, advantages and difficulties) referring to four key areas: innovation and technology, networking, “green” approach and human resources competences. A questionnaire was distributed to 792 enterprises with a redemption rate of 24.37%. The data were collected with CAWI method and processed with Rasch analysis, PCA Principal Components Analysis and Cluster analysis methods. Four different clusters have emerged with specific approaches.

La Smart Life rappresenta un tema di grande attualità, nonchè un costrutto tutto da esplorare, che coniuga le nuove istanze espresse dal mercato - in termini di supporto e semplificazione della vita- con le opportunità offerte alle imprese di esplorare nuove soluzioni e business grazie alle tecnologie abilitanti. In questo lavoro si presentano i risultati preliminari di una ricerca sul campo, che ha teso individuare l'interpretazione che domanda ed offerta danno della "smart life"

Questo libro individua nel territorio, nel networking e nel management, tre dimensioni in grado di supportare gli ecomusei italiani nell’analisi e comprensione del contesto in cui operano, nonché nell’impostazione delle proprie decisioni e strategie. Il testo è organizzato in quattro parti. La prima offre un quadro definitorio ed evolutivo del fenomeno ecomuseale. La seconda parte propone il modello di analisi strategica per le decisioni e le tre dimensioni che lo compongono. La terza parte illustra dei casi di studio su alcuni ecomusei italiani. La quarta parte riflette sulle prospettive di sviluppo dei nostri ecomusei.

The emergence of markets such as China opens new opportunities in the internationalization proces. For companies, especially for small and medium sized enterprises, the international context is a challenge to be faced by mobilizing and sharing the resources and knowledge of other players. This is subject to establishing strategic relations, in both the internal and foreign markets, which affect the entire corporate supply chain. This theme was investigated by means of a study of a sample of companies operating in or for the Chinese market. The work provides managerial implications based on an evolutionary model to understand firm behavior in international markets.

The aim of this paper is to describe how Italian companies approach the Chinese market and in particular, how they have changed their business model to face the Chinese challenge. Particular emphasis will be given to relationships and their importance to achieve a long-term competitive advantage on that market. The results of a both quantitative and qualitative research are presented. An evolutionary model on sustainable internationalization is then proposed.

This work aims to understand whether the territory can still be considered a driver of firm development and competitiveness, bearing in mind that the current competitive context increasingly pushes firms towards collaborations and relationships that are on different spatial scales. In particular the paper focuses on how a firm can combine relationships that involve different physical and relational spaces referred to territory.