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Nowadays the trend of urban gardening can be observed in many parts of the world. This phenomenon responds to the demand of rurality and the requalification of abandoned urban green areas expressed by city residents. Recently, many researchers have investigated about different types of urban gardening but mostly referring to English speaking developed countries (Guitart et al. 2012). To grasp the worldwide trend of urban gardening, this paper aims to compare urban gardening experiences in Rome and Tokyo. In Italy, the analysis is conducted through a direct investigation while the Japanese experience has been analysed through secondary data. The study of these two quite different metropolitan contexts helps to understand: (i) motivations on why urban residents need to grow food by themselves; (ii) types of ecosystem services (i.e. safeguard of agricultural land, food culture, production system, leisure model, environmental education, social cohesion) provided to stakeholders (Langemeyer et al. 2018; Speak et al. 2015). By comparing the two areas in Europe and Asia, we found urban residents’ interests in self-harvesting in common. Yet, there were differences in the form of urban gardening. Urban gardening in Rome is characterized by voluntary community activities, while Tokyo has commercial services to provide opportunities to not only those who have eagerness to grow vegetables, but also those who have less time and skills of growing plants.

La produzione di cereali determina sprechi lungo tutta la filiera. Per ridurli è necessario ridefinire l’intero ciclo produttivo migliorandone l’efficienza e promuovendone la circolarità trovando nuove opportunità per output con un valore di mercato. A tal fine, attraverso l’Analisi Multi Criteriale (Amc) sono stati analizzati tre progetti alternativi per l’uso della crusca di grano (produzione di biogas, produzione di mangimi e produzione di carta) in Basilicata e Puglia. I risultati mostrano che promuovere la circolarità, in particolare usando la crusca per produrre biogas, è una soluzione efficiente per l’economia locale.

This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior.

The book offers a broad, multidisciplinary approach to identifying and testing dif-ferent solutions tailored to the economic, social and environmental characteristics of the region and the surrounding areas. The volume is a collection of multidisciplinary case studies involving SAFE researchers and their scientific partners. It is intended as a stimulating contribution to the debate on the development of sustainable tech-niques, methods and applications for the Mediterranean regions. Last but not least, a global event like Expo 2015 represents a unique opportunity to present the volume.