{"title":"Riflessioni sul ruolo del prezzo nei business networks","authors":"Hakan Hakansson","doi":"10.1431/3003","DOIUrl":"https://doi.org/10.1431/3003","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134099269","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Alfonso Siano, A. Vollero, Francesca Conte, Domenico Sardanelli
{"title":"Company’s Risk/Reward Profile in the Sustainable Economy: What Role Can Marketing Play?","authors":"Alfonso Siano, A. Vollero, Francesca Conte, Domenico Sardanelli","doi":"10.1431/100336","DOIUrl":"https://doi.org/10.1431/100336","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"283 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134369343","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Brand Trust: A Multi-Dimensional Construct with a Sequential Pattern","authors":"M. Martini, G. Galli, C. Arseni","doi":"10.1431/82866","DOIUrl":"https://doi.org/10.1431/82866","url":null,"abstract":"In marketing research brand trust has received increasing interest with the diffusion of relationship marketing principles both in academic literature and in managerial practice. An important role has moreover been played by Fournier who claimed the relevance of brand-consumer relationship research in order to better understand consumer buying behaviour. Research on brand trust scale validation has until now recognised the multi-dimensionality of the construct but it has detected two crucial dimensions - competence and benevolence - in spite of others frequently mentioned in marketing literature. This paper reports results on a study aimed to validate a multi-dimensional brand trust scale, enclosing other dimensions besides those of competence and benevolence. Moreover it analyses multi-group invariance between two product categories: notebook and washing machine. Brand trust appears as a multi-dimensional construct, with rational dimensions preceeding emotional ones, on the basis of a hypothesised sequential pattern, confirmed in both product categories. Finally, it seems that benevolence has a main role in order to reinforce attitudinal loyalty.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"59 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128939579","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Nicchia e competitività: prospettive per il consumer marketing nella nuova globalizzazione","authors":"Alberto Mattiacci, Federica Ceccotti","doi":"10.1431/27686","DOIUrl":"https://doi.org/10.1431/27686","url":null,"abstract":"Niche marketing isn't surprisingly still a completely formalized idea. While the niche concept is to be considered quite clearly defined, little has been said about the connected management rules that have to be significantly different from the volume markets'ones. The article, through the presentation of the manager survey's main results, tries to identify some measures of the niches, useful to complete the niche definition. In this way, we can find a complete niche representation, both qualitative and quantitative. In a dynamic view, our article tries to define a managerial profile of niche management and to know evolutionary lines for the niche business.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128954236","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"A marketing technique for competitive advange evaluation: brand and communication in the launching process of a new product","authors":"M. Bravi","doi":"10.1431/30797","DOIUrl":"https://doi.org/10.1431/30797","url":null,"abstract":"During the new product launching, companies are facing to many difficulties. Product innovation presents in fact a high number of risks: on the one hand, it is characterized by high costs, while, on the other hand, requires a significant investment in time and can result in delays not budgeted. Together with the design, marketing leverages have therefore an essential role. New information technologies have greatly expanded the possibilities to explore, through the market simulation, the preferences of potential consumers in the perspective of a new product, at the various stages of the development process. It appears, however, still sufficiently neglected the business point of view, in terms of the economic performance and competitive advantage evaluation. This work aims to illustrate a possible methodological path in that direction.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130819270","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"ESOMAR Meet Up – Italy 2016 on Brand innovation","authors":"R. Gambetti, Silvia Biraghi","doi":"10.1431/82875","DOIUrl":"https://doi.org/10.1431/82875","url":null,"abstract":"This short essay provides an extended abstract of the presentations held in the frame of the 2016 Esomar Meet Up event hosted at the Universita Cattolica del Sacro Cuore last January 21st in partnership with Labcom (Laboratorio di ricerche sulla comunicazione aziendale). The Meet Up event represents an annual meeting that gathers together research institution professionals, their clients and scholars to discuss and confront about the current challenges of market research at the international level. This year conference was focused on innovation in brands and branding through the contributions of both university scholars and research professionals of different European countries.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132840979","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
I. Scopelliti, Paola Cillo, B. Busacca, David Mazursky
{"title":"The Effect of Budget Constraints on Creativity","authors":"I. Scopelliti, Paola Cillo, B. Busacca, David Mazursky","doi":"10.1431/82869","DOIUrl":"https://doi.org/10.1431/82869","url":null,"abstract":"This article analyzes the effects of financial constraints and of their interaction with individual novelty-seeking traits on the outcome of different types of creative tasks such as product ideation and product repair. Three experimental studies examine the effect of financial constraints on creativity of the outcome of a product ideation task, compare the effect of financial constraints with the effect of another type of constraint (i.e., input restriction) on creativity of products ideated, on the amount of resources invested in the development of the creative solution, and on the type of creative process adopted, and following re¬cent recommendations on the adoption of an interactionist perspective for the study of creativity, analyze the effect of financial constraints in interaction with an individual difference such as novelty-seeking, which embraces more remote determinants of creative performance, on the creativity of the outcomes to a product ideation task. The results suggest that constrained financial resources may be beneficial to creativity. Specifically, results suggest that financial constraints lead to the ideation of more creative products, even though these products make use of fewer inputs and of a lower budget. Furthermore, while yielding outcomes as creative as the ones generated under input constraints, financial constraints induce the use of fewer resources and activate a top down rather than a bottom up processing strategy in the solution of the problem solving task. In addition, the results show that the effect of financial constraints is stronger for individuals with inherent tendencies toward novelty-seeking, because their stock of experiences and perspectives to put them under stress when facing an unconstrained problem space.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":" 17","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132188062","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Pianificazione e gestione degli interventi nei Paesi in emergenza e in via di sviluppo","authors":"Grazia Li Pomi","doi":"10.1431/73354","DOIUrl":"https://doi.org/10.1431/73354","url":null,"abstract":"The paper shows new analysis assumptions and a new managementand planning approach for the emergency and development sector- founded on philosophy, models and logic of territorial marketing- and highlight premises and advantages of this use on the base of aqualitative research on operators.This hypothesis was the premise of a quantitative research toanalyse settlements, population and its fluxes in the region of Sila(Tchad). The process of this research, commissioned by Unhcr, wasthe opportunity to adapt and apply tools, models and approaches ofmarketing and territorial marketing in the sector, and test a new marketingmodel for the territorial planning on emergency and developmentfield.","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"57 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133787696","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Verso un rinnovamento della vocazione alla qualità del made in Italy","authors":"E. Olivetta","doi":"10.1431/90508","DOIUrl":"https://doi.org/10.1431/90508","url":null,"abstract":"","PeriodicalId":407849,"journal":{"name":"Micro & Macro Marketing","volume":"212 2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115583540","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}