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L���obiettivo del lavoro �� proporre una precisa categorizzazione dei molteplici strumenti utilizzabili, nell���ambito di una strategia di heritage marketing, per gestire in termini manageriali la narrazione della storia dell���impresa e dei suoi prodotti e/o marchi. A tal fine, �� stata realizzata una multiple case study research su 20 imprese ultracentenarie italiane che si sono distinte per le attivit�� di valorizzazione del proprio patrimonio storico. Secondo un approccio qualitativo di tipo narrativo, ciascun caso �� stato costruito integrando fonti orali (interviste), testuali (materiale aziendale) e visive (visite e osservazione diretta). In base alla diversa natura della narrazione, viene proposta una declinazione dell���heritage marketing mix in quattro categorie di strumenti, il cui utilizzo integrato e contestuale pu�� offrire un contributo fondamentale alla valorizzazione dell���identit�� racchiusa nel patrimonio storico aziendale, con particolare riferimento alle imprese del settore agroalimentare. Il lavoro costituisce un ���follow up��� di un precedente contributo pubblicato su questa Rivista, e mira a correggere la prospettiva d���analisi che era stata allora utilizzata, alla luce degli sviluppi pi�� recenti di un percorso di ricerca che non si �� mai interrotto e che risulta tuttora incompiuto. A conoscenza degli autori, si tratta della pi�� dettagliata declinazione dell���heritage marketing mix presente in letteratura. The aim of the paper is to propose a precise categorization of the multiple tools that can be used, as part of a heritage marketing strategy, to manage the narration of the history of the company and its products and/or its brands according to a strategic perspective. To this aim, a multiple case study research has been carried out on 20 Italian companies that have distinguished themselves for the enhancement of their historical heritage. According to a qualitative narrative approach, each case was built by integrating oral (interviews), textual (company material) and visual (visits and direct observation) sources. Based on the different nature of the narrative used, a definition of the heritage marketing mix is proposed, consisting in four categories of tools, whose integrated and contextual use can offer a fundamental contribution to the enhancement of the identity embedded in the company���s historical heritage, with particular reference to companies operating in the food and beverage industries. This paper is a ���follow up��� of a previous contribution published in this Journal, and aims to correct the analysis perspective that was then used, in light of the most recent developments of a research path that has never been interrupted and which is still unfinished. To the best of our knowledge, this is the most detailed definition of the heritage marketing mix that it is possible to find in the literature., IL CAPITALE CULTURALE. Studies on the Value of Cultural Heritage, Supplementi (10/2020) Cibo e vino: rappresentazioni, identit�� culturali e co-creazione di sviluppo sostenibile / Food and Wine: representations, cultural identities and co-creation for sustainable development

International audience; Purpose: The main aim of this paper is to provide a clear understanding of wine producers’ perceptions about terroir and its potentialities as a differentiation tool. Additionally, we exploredthe role of local wine associations and policy makers in the creation and valorization of place image through terroir. Design/methodology/approach: We realized a cross-case analysis based on two wine areas respectively located in France and Italy. Specifically, we identified 11 wineries in the Pic Saint-Loup and 15 wineries in the Sannio Valley and conducted semi-structured interviews with owners and managers in order to obtain in-depth information. Findings: In wine producers’ perspective, terroir is a complex concept with multiple facets, whose relative importance changes depending on the context in which its social construction takes place and the role of institutional actors in the improvement of place image and reputation.

Attractiveness of European Higher Education in Entrepreneurship: A Strategic Marketing Framework

This paper is aimed to discuss the actual commitment of Italian universities towards their third mission of economic and social development, providing an innovative perspective of analysis. We apply Critical Discourse Analysis to assess how Italian universities engagement with the stakeholder community is interpreted, implemented, communicated and disseminated within and outside the academic organizations. One of the most significant points in the evolution of organizational studies is the growing interest in language, whose construction is a key, alternative to traditional, to understand the organizational and inter-organizational phenomena. Critical Discourse Analysis is based on the assumption that language is not neutral with respect to organizational and inter-organizational dynamics, but it contributes to their production. In management studies, discourse analysis is a new heuristic strategy for those who are interested in the processes of social construction of organizational phenomena that have as their central element the text. Critical Discourse Analysis tries to unite, and determines the relationship between, three levels of analysis: (a) the actual text; (b) the discursive practices; and (c) the larger social context that bears upon the text and the discursive practices. We made our survey focusing on the texts published by each one of the 84 Italian universities on their websites. The first level of analysis was a lexical-statistical study of the texts with the main aim of observing the adopted terminology (vocabulary). At a second level, and on the basis of the previously performed analysis, we employed multidimensional statistic techniques, in order to study the discursive practices. Discourse study starts from concordances analysis, that deals with the identification of some local contexts containing word-types of specific interest. The final result is the reconstruction of the major sense behavior models. At a macro level, an exploratory study of the social context has been realized in order to link the texts and the discursive practices to the background conditions. Such analysis partially contributed to fill a gap in the literature, that is the study of the entrepreneurial university model from the discursive profile in the specific Italian context.