Journal title ECONOMIA E DIRITTO DEL TERZIARIO
Author/s Enrico Di Taranto
Publishing Year 2010 Issue 2010/2 Language Italian
Pages 17 P. 247-263 File size 597 KB
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This paper relates to the stream of literature analyzing opportunities and risks of co-branding agreements within the Hotel and Tourism sector. These agreement generally aim at: - enlarging the area of influence of the brands involved, - increasing their reputation in order to enter new markets, - expanding and managing technological frontiers and capabilities, - decreasing firm costs through economies of scale and/or cost-sharing, - renewing firm image (Collesei e Checchinato, 2007; Busacca e Bertoli, 2006). While until a few years ago these agreements mainly concerned vertical or horizontal relationships, in more recent years they have become lateral agreements: the cobranding takes place among firms operating in different sectors; though co-operating on a single project, the partners seek to maintain their competitive advantage in their own market (Bertoli, 1995; Della Corte e Sciarelli, 2003). In this context, this paper focuses on a lateral co-branding initiative developed by two firms with a long-standing reputation, operating in different economic sectors: the San Pietro Hotel in Positano, one of the most prestigious hotel in the world, and the Ceramica Stingo, an old manufacturing atelier of artistic tiles, and a key player in the proto-industrial landscape of the Neapolitan area. This paper shows how dynamic firms operating in different markets but similar for their allure, reputation and quality endow themselves with further competitive advantages; and how brands of excellence interact, increase their power, and act as an attractive factor for the Tourist sector.
Enrico Di Taranto, Il <i>co-branding</i> nell’industria alberghiera: un caso di studio in "ECONOMIA E DIRITTO DEL TERZIARIO " 2/2010, pp 247-263, DOI: 10.3280/ED2010-002003