Edizioni FrancoAngeli - Last issue of MERCATI E COMPETITIVITÀ (4/2011)

La nuova frontiera del falso: clonare la brand experience

Fri, 15 Dec 2011 8:00:00 GMT

Claudio Sambri

Quesiti, dubbi e ... internazionalizzazione! ... Un’integrazione all’editoriale di Guido Cristini

Fri, 15 Dec 2011 8:00:00 GMT

Daniele Dalli

Breve commento alle considerazioni di Daniele Dalli

Fri, 15 Dec 2011 8:00:00 GMT

Guido Cristini

Italian experiences of "Natural Shopping Centers": strategic and managerial challenges for urban regeneration

Fri, 15 Dec 2011 8:00:00 GMT

Tonino Pencarelli, Fabio Valerio Bartolazzi
The widespread crisis of small trade in the Italian urban centers, is forcing the cities to search innovative models of governance, able to draw a strategic and integrated development of tourist, commercial and cultural offer of the area. In response to this need, in recent years models of urban regeneration are spreading in many Italian municipalities, and these are identified in the so-called "Natural Shopping Centers" (CCN). This paper proposes an exploratory research on ten CCN Italian experiences, in order to compare the cases observed over a number of "key" dimensions. The study highlights critical areas in the management of CCN, which represent strategic and managerial challenges needed for Italian CCN (existing or under development) to promote an enduring competitive, economic and social balance, within the broader objective of urban regeneration.

Loyalty (community) Card as a Tool of the Downtown Retailing Revitalisation

Fri, 15 Dec 2011 8:00:00 GMT

Luca Zanderighi
The context of this paper is the growth of the out-of-town shopping centre and the subsequent decline of the town centre. It examines the development of a town centre loyalty card programme in the town of Savigliano and reports on qualitative and quantitative research carried out to assess the results of this initiative. The paper comments on the criteria that other town centre loyalty cards must consider and discusses the options available for enhancement of loyalty cards in the context of the role that they can play in the revitalisation of the town centre.

The role of the public actor and the destination management organisation in the marketing of community-type destinations. An exploratory study

Fri, 15 Dec 2011 8:00:00 GMT

Lucia Maria Della, Federica Buffa
Destination marketing improves the competitiveness of tourist destinations by taking advantage of their ability to share a tourist strategy. The fragmentation of the offer of community-type destinations limits the strategic chances of this tool. It recognizes the public actor and the destination management organisation as the subjects able to give the territory a systemic dimension, which is an essential requirement in order to develop a common tourist strategy. The paper provides a theoretical contribution to the topic, in that it analyses the role of these subjects in the destination marketing of Val di Fassa - as a typical example of a community-type destination - along with the effects of destination marketing activities upon the competitiveness of hotel accommodation in the valley.

World Heritage Sites: Prospects for the enhancement of Rural Heritage

Fri, 15 Dec 2011 8:00:00 GMT

Fabio Converti, Piera Della Morte
The current context of global competition between cities, metropolitan areas, economic areas, is also heavily impacting on the development of high landscape and cultural value rural areas, until a few years ago almost completely excluded from the processes of territorial investment. In order to better understand these unusual processes, the author argues that it is necessary to formulate new interpretations on the criticism of the local marketing activities and its relations with plans and tools for management and development of sites UNESCO characterized by high degree of rurality.

Predictor variables in the propensity to buy online

Fri, 15 Dec 2011 8:00:00 GMT

Michelle Bonera
The aim of this paper is to study the buying behavior, analyzing the variables that affect the intention to purchase. The studies, conducted in order to explain the propensity to adopt new technologies, have provided, to date, numerous predictors. These have originally been applied in the workplace and in business organization frameworks and more rarely to ecommerce. The aim is to verify the importance of the considered variables in the online buying process. Specifically the research shows that the intention to buy online is mostly influenced by website entertainment potential, followed by e-trust and perceived utility.

Price promotions on Private Labels: variability between product categories and interbrand competition effects

Fri, 15 Dec 2011 8:00:00 GMT

Edoardo Fornari, Sebastiano Grandi
The aim of this paper is to in-depth analyze pricing strategies on private label by Modern Grocery Distribution (MGD) chains in Italy. In particular it is based on the elaboration of sell-out data for all FMCG product categories (provided by Symphony IRI Group) in Hypermarkets and Supermarkets for the 2008-2009 full years. These data confirm the growing trend of temporarily reducing prices on private label pro- ducts. Price promotion rates on store brands are higher in product categories with: (i) an high total turnover, (ii) an high price promotion average rate on manufacturer brands, (iii) an high average discount level. Evidence is given on the high positive effectiveness (for retailers) of price promotions on private labels too. Price promotion effectiveness is measured in term of contribution to extra-sales, contribution to market share and contribution to the total turnover of the whole product category.

Tourism 2.0: on line travellers’ communities and the sharing of tourism experiences

Fri, 15 Dec 2011 8:00:00 GMT

Arianna Di Vittorio
This paper deals with the sharing of tourism experiences by means of web resources and tools. Travellers exchanging opinions and experiences show the importance of virtual communities as one of the key points of the new scenario of tourism business: tourism 2.0. The paper is grounded on a wide review of the literature and offers management and policy implications. It aims at demonstrating the growing importance of viral marketing activities in the tourism industry, where travelling has turned into life experience that generates "value". When transferred to other consumers through the web, this experiential "value" becomes a source of information and an enrichment for purchasing and consumption decisions. The paper starts from the assumption that travelling can be seen as an experience and the consumer seeks constructive experiences: one the main contributions of the paper is about the role of others’ experiences in the process of defining and actually fulfilling one’s tourism experience. In the light of new consumers’ paths toward satisfactory consumption experiences, tourism organization and agencies could benefit by considering new dimensions of the purchasing and consumption process by presenting their products and services through new promotion and selling tools.

Recensioni

Fri, 15 Dec 2011 8:00:00 GMT