LIBRI DI NICOLETTA BURATTI

How can we develop new products, services, and systems that are able to satisfy the needs of firms potential customers not yet emerged? How should we rethink technology innovation processes under the requirements of value co-creation? How can we foster innovation through effective links between marketing and R&D departments, both inside and outside the boundary spanning of a single firm? With the aim to stimulate answers to these questions, we launched a special issue of Mercati e Competitività on Technology, innovation and marketing. Coming challenges in an emerging new business landscape. In this introductory paper, we argue that the relationship between technological innovation and marketing is multifaceted and multidirectional. Thus, the paper proposes a conceptual framework to highlight the different perspectives through which this relationship can be investigated. In the last section, we present the different papers collected in the special issue and position these papers within the proposed conceptual framework.

Nonostante l’importanza riconosciuta agli spin-off della ricerca come mezzo per il trasferimento tecnologico, l’analisi delle loro performance non consente una valutazione univoca dell’effettivo ruolo svolto come motori dello sviluppo economico locale. Diversi studi hanno dimostrato che gli spin-off della ricerca, in particolare quelli con sede nell’UE, mostrano alti tassi di sopravvivenza, ma una crescita lenta e a basse performance, specie se comparati alle new technology ventures originate da centri di ricerca localizzati negli Stati Uniti. Con specifico riferimento a questa problematica, il nostro lavoro si propone di ottenere una migliore comprensione del fenomeno, concentrandosi sulle condizioni che possono consentire la sopravvivenza degli spin-off della ricerca stanti le loro basse performance. L’analisi condotta si basa sugli spin-off della ricerca istituiti dall’Università degli Studi di Genova, e ancora attivi al 31/12/2013, con l’obiettivo di ricostruirne i percorsi di crescita e valutarne le performance economico-finanziarie. Offrendo un quadro dettagliato basato sull’analisi delle risorse strategiche, dei profili imprenditoriali e delle scelte di prodotto/mercato, ci si propone di delineare i caratteri fondamentali di questa tendenza comune a restare sul mercato anche per lunghi periodi pur in presenza di basse performance.

How can unsatisfied consumers mobilize to gain attention and obtain the "right offer" from a firm? How the questioned firm may react to these demanding consumers? The present study attempts to answer to these questions drawing on a qualitative analysis of "Ridateci il Winner Taco" web based fans’ community. Our analysis, specifically focused on convenience markets, is based on the following key concepts: consumer power, institutional legitimacy, co-optation, working consumer. We address, in particular, the role of web-based brand communities in empowering consumers to take a greater stake in companies’ strategic choices, such as product portfolio selection and the strategies that enable consumers to achieve the desired product. We then conclude by discussing how firms, forced to deal with this new countervailing power, try to benefit from the engagement of empowered consumers, either by interacting on actual co-creation projects or by co-opting them and exploiting their creative force in order to regain control over the market.

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.

Il volume, dopo aver inquadrato il complessivo settore della nautica da diporto e della cantieristica, si sofferma sull’analisi strategica dei porti turistici, alla luce delle scelte competitive e dei risultati economici raggiunti. Si analizzano quindi le caratteristiche dei porti dell’Imperiese, studiando l’offerta di servizi portuali, la relativa domanda rivolta dagli utenti e il livello dei risultati economico-finanziari raggiunti, tramite una comparazione con un campione nazionale di porti turistici.

Marketing and usability of high tech products: past research and energing issues<(em> - With the widespread diffusion of digital technologies and the related incorporation of electronics, computer chips and so on into the most common of households and office environments, most people use devices based on technological advances they don’t really know. That’s why they need their phones, computers, cameras, Mp3 players and so on to work the way they think with common sense: new technology based products should be easy to use and fit in with work practices, activity and context of consumer. Product usability is a critical dimension of product quality as perceived by users, and great attention should be granted to it in new product development process, with marketing function playing a pivotal role. The aim of the paper is to investigate the concept of usability and to pinpoint managerial implication for design, development and marketing of new technology based products easy to use, focussing on the analysis of theoretical contribution deriving from three current research fields: user & consumer behaviour, design & engineering, marketing & innovation management. The paper ends with some remarks about the fact that usability and aesthetics (of new products) should be considered intertwined and for this reason innovative firms should pay greater attention to marketing and design effective interaction during new product development process. Keywords: product usability, new product development, high tech marketing, design.