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Entrepreneurial marketing, intangibles management and competitiveness. A study in the children’s apparel industry
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Tommaso Pucci, Christian Simoni, Lorenzo Zanni 
Year:  2011 Issue: Language: Italian 
Pages:  21 Pg. 93-113 FullText PDF:  943 KB
DOI:  10.3280/MC2011-001006
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The authors analyze the consequences on a firm’s competitiveness of intangibles value enhancement policies engrained in the adoption of an entrepreneurial marketing approach. The goal is to verify the existence of a correlation among the adoption of certain marketing policies, value of intangible assets and competitiveness, as well as to analyze the role of market-driven entrepreneurship on firms success. The research shows that: a) specific marketing strategies increase the intangible value of firms; b) a competitive strategy based on intangible assets can play a critical role in the value creation process and for profitability; c) the entrepreneur involvement in this innovation and growth process starts from the marketing area to later involve the whole firm.
Keywords: Intangibles assets, entrepreneurial marketing, fashion marketing, marketdriven management

Tommaso Pucci, Christian Simoni, Lorenzo Zanni, Entrepreneurial marketing, intangibles management and competitiveness. A study in the children’s apparel industry in "MERCATI E COMPETITIVITÀ" 1/2011, pp. 93-113, DOI:10.3280/MC2011-001006

   

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