This book opens a fresh chapter in the debate on local enterprise clusters and their strategies for upgrading in the global economy. The authors employ a novel conceptual framework in their research on industrial clusters in Europe, Latin America and Asia and provide new perspectives and insights for researchers and policymakers alike.

Governance in global value chains

Markets and Hierarchies

International production and the multinational enterprise

Reengineering the Corporation

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Conducting Research Literature Reviews From The Internet To Paper

Un tesoro emergente. Le medie imprese italiane dell'era globale.

The structure of the Italian industry is characterized by the prevailing of small sized companies and the presence of very few large companies. For a long time a shared conviction was diffused among scholars and practitioners that the strength and the safety of Italian industry were based on the industrial districts, i.e. a system of interdependent and co-localized small companies deriving their competitive power from an effective and efficient division of labor. This book stresses the idea that the new, vital and promising phenomenon for the competitiveness of the Italian industry is now that centered on the mid-sized companies and on the system of their interconnected firms that represent a constituent part of their business model. Mid-sized companies, frequently emerging from the context of an industrial district, that have grown and developed internationally thanks to an original business model that combines the advantages of both the large and the small size. These companies do represent a strong entrepreneurial force that accompanies the district force that has characterized and made famous the Italian industry worldwide. The book analyzes the business models and the strategies implemented by a number of Italian successful mid-sized companies that have registered very high growth rate in the period 2006-2008 and had then to face the dramatic changes of the economic and competitive context. A quantitative and qualitative analysis of the phenomenon of the mid-sized companies is reported in the book with consequences in terms of management and industrial policies. The book is structured in three parts: the first part introduces the debate existing in literature on the role of the mid-sized companies, setting the basis for the guidelines and the interpretative framework developed in the book. The second part gives a quantitative interpretation of the phenomenon, analyzing the Italian mid-sized companies according to their competitive and financial performances. The third part of the book deeps into the details of the business models of 23 mid-sized companies focalizing on their: trajectories of growth; competitive and innovation strategies; inter-organizational network, international strategies and positioning.

Mid-sized manufacturing companies: The new driver of Italian competitiveness

1. Introduzione Il dibattito che da alcuni anni si sviluppa nella letteratura internazionale sulla natura e l’efficacia del marketing, in un momento in cui sembrano venire meno gli assiomi dell’impostazione manageriale tradizionale, assume connotati del tutto particolari con riferimento all’Italia. Nel nostro paese l’evoluzione della disciplina appare molto complessa. Innanzitutto a causa delle peculiarità storico-evolutive del sistema industriale, in quanto il tessuto di piccole e medie imprese, in cui la proprietà strettamente familiare ha sempre avuto un ruolo determinante, non ha facilitato la diffusione di una funzione che richiede ingenti investimenti, una significativa capacità di programmazione e risorse organizzative dedicate e specializzate. Nel corso del presente contributo saranno suggeriti ulteriori elementi storici e di contesto che hanno contribuito allo sviluppo di questo scenario. In Italia, pertanto, gli studiosi denunciano spesso l’assenza degli indicatori tipici della diffusione del marketing management in termini di strutture organizzative, competenze, risorse e tecniche di gestione. Ma questo difetto non sembra incidere più di tanto nella performance commerciale e complessiva delle nostre imprese. Tanto è vero che negli ultimi decenni si è materializzato il successo del made in Italy, fondato sulle virtù delle imprese italiane in termini di flessibilità ed elasticità, di abilità ad inserirsi in nicchie di mercato, di capacità innovativa, di relazioni con i clienti, di attenzione al disegno, alla realizzazione materiale e alla personalizzazione dei prodotti. Sono questi gli ingredienti del marketing attuato dalle imprese italiane? Il sistema economico-industriale italiano sembrerebbe aver prodotto un marketing all’italiana originale e pressoché non strutturato secondo i canoni della teoria manageriale. In tal senso si potrebbe parlare di marketing virtuale e sommerso, quasi un marketing senza marketing: le imprese italiane fanno marketing, ma senza definirlo e identificarlo in modo esplicito e formalizzarlo in termini di strutture e risorse organizzative. Questo marketing destrutturato all’italiana, però, tipico delle piccole e medie imprese, sta ormai manifestando i propri limiti. I tradizionali fattori di competitività del nostro Sistema Paese appaiono ormai messi gravemente in crisi dall’inasprimento del confronto competitivo, e in particolare dallo sviluppo dei nuovi concorrenti dell’Est europeo e asiatico. L’efficacia del generico marchio made in Italy nei termini poco tutelati come si è finora sviluppato, da un lato, e l’efficienza competitiva dei distretti, dall’altro, sembrano ormai venire meno. Queste condizioni, assieme al fatto che si è depotenziato il traino della domanda per la maturità dei mercati e l’eccessiva concorrenza, sembrano richiedere la

Marketing-non-marketing all’italiana. Virtù, limiti e prospettive

Virtual Reality (VR) is shaping all human activities, and with the advent of the metaverse, buyers are going to experience new ways of doing shopping. What would happen if consumers will be asked to assess a product's attribute, i.e., packaging, in a virtual environment, instead of being able to physically hold the product, like in a traditional purchasing process? The aim of this study is to analyze consumers' evaluation of packaged products in immersive VR, manipulating packaging structural and haptic cues, and clarify potential differences with the consumers' responses in the real life. We conducted two focus groups (Study 1), with 16 participants, a mixed design experiment (Study 2), involving 167 consumers, to analyze consumers' attitudes, and a choice-based conjoint analysis (Study 3), with 41 individuals, to study actual choice behavior. The main findings reveal that consumer behavior in VR is consistent with everyday life, except for minor variations. VR proves to be an efficient and rigorous research environment, also suitable for testing sensory cues and non-tangible attributes. Finally, the article suggests managers can effectively use VR for product and packaging development, through a more sustainable process that requires fewer resources and time compared to traditional tests. 

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Virtual is so real! Consumers' evaluation of product packaging in virtual reality

ARTICLE INFO Mario D'Arco , Letizia Lo Presti, Vittoria Marino and Riccardo Resciniti (2019). Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework. Innovative Marketing , 15(4), 102-115. doi:10.21511/im.15(4).2019.09 DOI http://dx.doi.org/10.21511/im.15(4).2019.09 RELEASED ON Thursday, 19 December 2019 RECEIVED ON Wednesday, 04 December 2019 ACCEPTED ON Wednesday, 18 December 2019

/pdf/embracing-ai-and-big-data-in-customer-journey-mapping-from-m1vkjy4wme.pdf

Riccardo Resciniti

Papers

Un tesoro emergente. Le medie imprese italiane dell'era globale.

Mid-sized manufacturing companies: The new driver of Italian competitiveness

Marketing-non-marketing all’italiana. Virtù, limiti e prospettive

Virtual is so real! Consumers' evaluation of product packaging in virtual reality

Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework