Archivio istituzionale della Ricerca - Bocconi
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L’ABC della statistica
No full textI numeri possono raccontare un Paese tanto quanto le parole: un breve glossario statistico per intepretare la loro narrazione
Digital e loyalty. Nuove campagne per gli shopper e i retailer di oggi
No full textLa trasformazione dell’attuale scenario competitivo sta conducendo i retailer in una fase in cui le pressioni commerciali e le aspettative dei clienti si combinano per ridefinire la loyalty. Compressione dei margini, aumento dei costi e carenza di personale inducono i retailer a ripensare come misurare il successo delle iniziative di loyalty. Ai KPI tradizionali, come il valore del carrello e la frequenza di visita, si affiancano oggi nuove metriche, come il tasso di scansione della carta fedeltà, l’adozione dell’app, la raccolta di dati CRM e la monetizzazione del retail media. Questo passaggio riflette una ridefinizione del concetto stesso di loyalty: da centro di costo basato su sconti che erodono il margine, la loyalty si tramuta in un vero e proprio motore di profitto strategico utile a sbloccare nuove fonti di ricavo grazie a dati, engagement digitale e attivazione tramite i social media. Parallelamente, gli shopper si aspettano esperienze senza soluzione di continuità e personalizzate in ogni touchpoint, che si tratti di app, online o cassa. Gli shopper si attendono riconoscimento e reattività immediata da parte del retailer, e sono pronti a disimpegnarsi rapidamente da programmi fedeltà statici o generici, che falliscono nel ripagare la centralità dello shopper. Questa convergenza di pressioni e aspettative sta trasformando la loyalty: da schemi fissi a ecosistemi dinamici e data-driven che connettono operations retail, coinvolgimento del cliente e monetizzazione media.
Per governare questa complessità, TCC ha evoluto il proprio framework omnicanale da concetto a pratico motore di crescita. In questo capitolo mostriamo come principi radicati in economia comportamentale, performance marketing ed engagement digitale si traducano in campagne omnicanale. Tutti i casi descritti sono reali; i nomi di retailer e partner sono anonimizzati per tutela della riservatezza e sostituiti dalle aree geografiche di riferimento. La sezione ha l’obiettivo di evidenziare scopi, meccaniche omnicanale e approccio di misurazione che collega l’engagement ai KPI di loyalty e commerciali. Insieme, questi business case mostrano come il framework omnicanale proposto da TCC si adatti a formati, categorie e livelli di maturità differenti
Beyond sustainability narratives: exploring Generation Z's shopping motivations in vintage fashion
No full textGeneration Z (or Gen Z) is reshaping fashion trends with a growing interest in vintage clothing. Although sustainability is oftenassumed to drive their choices, little research has explored their specific motivations within this context. This study combinesGenerational Cohort Theory and Self-Determination Theory to examine the intrinsic and extrinsic drivers of Gen Z's vintagefashion shopping. A mixed-methods approach was used: a focus group (Study 1) informed a survey of 392 Italian respondents(Study 2). Results show that hedonic motivations, especially the need for uniqueness and fashion involvement, along with budgetconsiderations, are key factors. In contrast, sustainability and anti-consumerist ideals had limited influence. Despite their digitalfluency, Gen Z prefers offline vintage shopping for its experiential and leisure appeal, as leisure time positively influences offlinepurchase intent. These findings underscore the primacy of self-expression and experience over ideological motives and offerguidance for retailers to enhance offline engagement, whereas online platforms should capitalize on their functional advantages,such as search efficiency and product variety
Art. 237 - Cauzione di buona condotta
No full textLa cauzione di buona condotta consiste nel deposito presso la Cassa delle Ammende di una somma compresa tra i 103 e i 2065 euro, ovvero nella prestazione di una equivalente garanzia mediante ipoteca o fideiussione solidale. Essa rappresenta, secondo quanto previsto dal co- dice, una misura di sicurezza patrimoniale finalizzata ad impedire, mediante la prospettazione della perdita della somma depositata, un ulteriore compimento da parte del soggetto di fatti costituenti reato
A quest for knowledge
Get PDFIs more novel research always desirable? We develop a model in which knowledge shapes society’s policies and guides the search for discoveries. Researchers select a question and how intensely to study it. The novelty of a question determines both the value and difficulty of discovering its answer. We show that the benefits of discoveries are nonmonotone in novelty. Knowledge expands endogenously step-by-step over time. Through a dynamic externality, moonshots—research on questions more novel than what is myopically optimal—can improve the evolution of knowledge. Moonshots induce research cycles in
which subsequent researchers connect the moonshot to previous knowledge
Families, firms, and growth: paradoxes of Italian capitalism
No full textThe chapter analyses the persistence of family capitalism in the Italian contex
Female entrepreneurs targeting women: strategic redirection under scientific decision-making
Get PDFThis paper explores whether and to what extent a scientific approach todecision-making can be a useful tool for helping entrepreneurs overcome limitations in thecommercial exploitation of their idea, particularly when these limitations stem from theirstatus as users of the products or services. Using data from a variety of sources, includingthree randomized control trials and LinkedIn data, and focusing on female entrepreneurswho develop a value proposition targeting female consumers as a case of user entrepre-neurs, this paper shows that exposure to a training that encourages entrepreneurs todevelop theoretical maps about their business propositions and validate them with evi-dence prompts more radical pivots on their initial ideas compared with entrepreneurswith a value proposition that does not target women explicitly. In turn, treated femaleentrepreneurs with a female-targeted value proposition who pivot radically show betterperformance in launching and sustaining their ventures compared with those who havenot pivoted
The global race for talent: brain drain, knowledge transfer, and growth
No full textHow does inventors’ migration affect international talent allocation, knowledge diffusion, and productivity growth? To answer this question, I build a novel two-country innovation-led endogenous growth model, where heterogeneous inventors produce innovations, learn from others, and make dynamic migration and return decisions. Migrants interact with individuals at origin and destination, diffusing knowledge within and across countries. To quantify this framework, I construct a micro-level dataset of migrant inventors on the US-EU corridor from patent data and document that (i) gross migration is asymmetric, with brain drain (net emigration) from the EU to the US; (ii) migrants increase their patenting by 33% per year after migration; (iii) migrants continue working with inventors at origin after moving, although less frequently; (iv) migrants’ productivity gains spill over to their collaborators at origin, who increase patenting by 16% per year when a co-inventor emigrates. I calibrate the model to match the empirical results and study the impact of innovation and migration policy. A tax cut for foreigners and return migrants in the EU that eliminates the brain drain increases EU innovation but lowers US innovation and knowledge spillovers. The former effect dominates in the first 25 years, increasing EU productivity growth by 3%, but the latter dominates in the long-run, lowering growth by 3%. On the migration policy side, doubling the size of the US H1B visa program increases US and EU growth by 4% in the long-run, because it sorts inventors to where they produce more innovations and knowledge spillovers
A popular backlash against globalization?
No full textIs there a popular backlash against globalization? When did it start and in which forms?
What do we know about its causes? We address these questions in the context of advanced
democracies. We see the ‘globalization backlash’ as the political shift of voters and parties
in a protectionist and isolationist direction, with substantive implications on governments’
leaning and enacted policies. We discuss the empirical evidence on the backlash. We develop
a theoretical discussion within the framework of the crisis of embedded liberalism. We nest
within this framework theoretical results from international economics showing how the
backlash may arise within standard trade models when considering the ‘social footprint’
of globalization. These theoretical insights are consistent with available empirical evidence
pointing to the role of globalization as a driver of the backlash. Yet, globalization is only one
of the drivers of the backlash. There are other economic factors playing a similar role, such
as technological change, fiscal austerity, and immigration. Moreover, cultural concerns such as
status threat, authoritarianism, and nativism do play a relevant role, with a significant interplay
with economic drivers. This calls for a broad and comprehensive approach to the backlash,
both from an academic and from a policy making perspective