LIBRI DI PATRIZIA DE LUCA

Over the past several years, cause-related marketing (CRM) has become an important tool that many companies use to differentiate themselves from competitors. However, this type of marketing has also received criticism. Consumers are becoming increasingly skeptical about the authenticity of these initiatives because some companies attempt to improve their image by hiding information that may be perceived as negative. Marketing literature has paid more attention to environmental CRM than to initiatives associated with other issues such as health and those related to women’s health. However, in recent years, a growing number of companies have implemented actions to support these concerns. This paper aims to contribute to this field by focusing on CRM initiatives to fund breast-cancer research and on their misrepresentations. Combining qualitative and quantitative methods via a semistructured questionnaire, this study confirms the influence of pinkwashing on consumer trust, consumer-perceived risk, and consumer confusion.

The aim of this paper is to contribute to the discussion on the relationship between innovation and internationalisation, from the perspective of a joint analysis of the two phenomena. In the theoretical framework of business innovation, where internationalisation could also be considered as an innovative process, a study of two Italian coffee firms was conducted. This sector is the emblem of made in Italy abroad and is characterised by competitive global dynamics that can undermine its traditional sources of value creation, often based on technological-productive features. In order to obtain as well as maintain competitive advantage, firms need to adopt an integrated vision of the processes of both innovation and internationalisation.

Packaging and communication: an empirical research in the Friuli Venezia Giulia region - Due to some different factors, the communication role of packaging is becoming more important for numerous products. To communicate effectively, marketers need to know how communication actually works. On the basis of this consideration, supported by several theoretical and empirical evidences, the authors refer to the model of the communication process in order to develop a field research. This model explains the relations between the sender and the receiver, and the related encoding and decoding process. The aim is first of all to point out, classify, and analyze the main contents of the message and the components of packaging used by a sample of wineries in the Collio and Colli Orientali del Friuli area, and then to relate these aspects with the structural and competitive features of the firms.

Il volume offre una visione organica dei fattori di successo e di sostenibilità della media impresa italiana. Presenta un modello analitico basato su quattro asset (imprenditorialità, competitività, organizzazione e internazionalizzazione) e alcune chiavi di lettura generali, nonché le relative implicazioni per la gestione delle imprese e per le decisioni di policy. Analizza infine trenta casi di studio per sviluppare il modello analitico e le relative implicazioni.

In anni recenti il franchising in Italia ha evidenziato una costante crescita, determinata anche dall’entrata di franchisor esteri che hanno riconosciuto nel mercato italiano un’area con elevate potenzialità di sviluppo per il proprio network internazionale. Il presente lavoro si pone l’obiettivo di analizzarne le principali caratteristiche strategiche, organizzative e gestionali, al fine di valutare l’impatto della loro presenza non solo sulle dinamiche competitive dei diversi settori ma anche in termini di future opportunità di innovazione gestionale e manageriale.