1,721,030 research outputs found
Aspetti sociologici del marketing diretto all’infanzia: prospettive di sviluppo di un modello più etico di pubblicita
No full textA character a day keeps the fruit on display: the influence of cartoon characters on preschoolers' preference for healthy food
No full textThe objective of this research is to explore the role of cartoon characters in making fruit and vegetables more appealing to preschoolers: to this end, a sample of kindergarteners (5-6 years old) was involved, after having investigated their familiar food habits and their preferences about characters. Through a play-based methodology they were asked to select the tastiest food, choosing from fruit and vegetables, presented both with and without a sticker showing an image of their favourite characters, and branded salty and sweet snacks, presented in their traditional packaging without cartoon pictures. The findings show that characters deeply influenced children's choices in favour of healthy food, including in those children who were averse: cartoon characters can represent an incisive marketing tool to increase children's appreciation of fruit and vegetables
L’influenza del brand, del packaging e dei character sulle preferenze dei bambini: confronto tra ortofrutta e altri alimenti
No full textIl bambino rappresenta un soggetto sempre più coinvolto nelle scelte di acquisto delle famiglie. Il presente studio è stato sviluppato con l’obiettivo di esplorare quali elementi del prodotto influenzano maggiormente le preferenze dei più piccoli. A tal proposito è stato progettato uno studio sperimentale che ha coinvolto 173 bambini dai 7 agli 11 anni, divisi in 7 gruppi. I bambini dovevano selezionare alcune immagini di alimenti, diverse per confezione e marca, esprimendo le proprie preferenze; successivamente è stato chiesto loro di disegnare il loro packaging ideale di ortofrutta. È emerso che, in generale, i bambini sono influenzati più dalla marca che dalle caratteristiche estetiche del packaging, inoltre la confezione e i character non si sono mostrati determinanti per far apprezzare di più l’ortofrutta ai bambini
"You get what you measure”: Evaluation, Reporting and Measurement of Sustainability in Large Companies in Italy
Get PDFPurpose of the paper: This research has the aim to explore which are the main sustainability quantitative tools, how some of the largest companies in Italy quantify their “degree” of responsibility and if there is a balance between the environmental and the social aspect.
Methodology: This is an explorative study conducted through a content analysis. Three Sustainability Reports published by three large companies (Eni, Fiat and Barilla, selected considering data provided by Mediobanca) have been analyzed, examining in particular the sustainability indicators.
Findings: The study reveals that large companies report their sustainability information following the GRI guidelines, through a series of indicators related both to the environmental and social dimension of sustainability.
Research limits: There are two main limits: firstly the explorative nature of this study, secondly those findings reflect the approach of the largest companies only, which follow the GRI guidelines.
Practical implications: The attention shown by the selected companies demonstrates that sustainability is becoming an increasingly relevant matter for companies, for their relationships with stakeholders and for their reputation as well.
Originality of the paper: Research on sustainability quantification is internationally in a developing phase: its application to an Italian context represents the originality of this study
Assessing the Global Dimension of Sourcing: An Exploratory Study on Italian Companies
Get PDFCompanies are paying a growing attention to volatility in the supply chain and many
manufacturers are reassessing their global sourcing strategies. This paper try to investigate if multinationals are retreating their approach to a hemispheric, near-shoring model or are opting for a hybrid that maintains an international component. Furthermore the authors highlight the current challenges for Chief Procurement Officers facing risks and evaluating total costs along the global supply chain. The authors have reviewed both practitioner’s and academic literature, exploring the main trends in the global approach to supply markets and the trade-offs that could affect strategic sourcing decision in the near future. The main result of this research is in the fact that companies, in their approach to global supply management have shifted their focus from low-cost-country sourcing to “best cost” country sourcing or “best value” country sourcing, two approaches that evaluates a range of factors besides just labor costs
Communicating sustainability: large companies and their web-based approach
No full textSustainability is becoming an increasingly popular concept and also an impelling necessity. The world of business is not excluded from the responsibility of acting sustainably. The authors employ content analysis to analyse six different sectors (food, fashion, furnishings, oil and its derivatives, fuel and electricity, production and trade of metallurgic products, and production and trade of chemical products), for a total of 30 large companies (both b2c and b2b), in order to highlight how they communicate sustainability and employ it as a marketing tool. The results highlight that large companies show are interested in divulging their sustainable initiatives, Moreover, the energy and metallurgic sectors publish their information more fully, while fashion firms communicate sustainability less
La convivenza tra vinile e digitale nell’era della musica liquida
No full textIl mercato della musica ha subito notevoli cambiamenti negli ultimi decenni. Dagli anni ’60 ad oggi, infatti, si sono susseguite numerose tecnologie per la sua fruizione, dalla musicassetta sino al dominio di Internet. Questi enormi cambiamenti hanno reso possibile il passaggio da un modello economico di produzione di massa e distribuzione fisica del prodotto musicale a quello dello scambio di file via Internet. Tuttavia, nonostante i profondi scossoni all’industria musicale, i dati evidenziano che il vinile, supporto legato al passato, tiene ancora nelle vendite e mantiene ancora il suo status di unicità. A tal fine questa ricerca ha l’obiettivo di esplorare, mediante 15 interviste in profondità l’approccio al vinile di un campione di consumatori di musica e la coesistenza di modelli alternativi di fruizione, quali il digitale ed il vinile stesso. In seguito all’analisi della letteratura scientifica sul tema, lo studio si focalizza sui contenuti delle interviste e sulle implicazioni che ne derivano
Sustainability as a marketing tool: To be or to appear to be?
No full textWhile sustainability is an ethical issue, it is also becoming relevant from a marketing standpoint and can be particularly decisive in stakeholder relationships. Companies can approach this issue in different ways, choosing whether to publicize their good conduct or to project a responsible attitude that does not reflect what they effectively achieve. In this context, the authors propose a self-assessment matrix that identifies a better way to make sustainability a source of competitive advantage through a transparency-based approach. By way of a geological metaphor, four types of companies are presented that are distinctive based on two variables: sustainable commitment and communication. Costs and benefits are analyzed for each quadrant, as well as problems resulting from a lack of transparency. In the final section of the article, the authors discuss whether the choice to communicate sustainability can be considered ethical or whether it is only a question of business. Reflections are reported
La leva prezzo nel caso degli alimenti per l’infanzia: caratteristiche e impatto sui bambini
No full textL’obiettivo di questa ricerca è analizzare la leva prezzo in riferimento agli alimenti per l’infanzia. A tal proposito, dopo aver esaminato quello che è l’impatto di tale variabile sui bambini, attraverso la metodologia dei disegni, i ricercatori hanno rilevato l’andamento dei prezzi degli alimenti destinati piccoli rispetto a quelli classici, evidenziando in molti casi un forte sovrapprezzo a favore dei prodotti della linea “kids”
Food for Kids: How Children Influence their Parents Purchasing Decisions
No full textDuring the last decades, sociological changes have modified the role of children within families: participatory models have become more widespread, to the detriment of more author- itative ones: this change has had consequences also in refer- ence to families’ purchases. In scientific literature some scholars have shown that this influence is real, and marketers try to take advantage of this through a communication style that attempts to “teach” children how to pester their parents: this is the so-called nag factor. To understand which are the parental attitudes toward kids’ food products, a questionnaire has been administered in schools (nursery and primary) to a random sample of parents, representative of a larger sample of kids (200 in all). Findings showed that pestering is a real attitude, in particular among the littlest children. Moreover, these findings reflect in part the reality described by marketing literature: children influence the purchasing decisions of their parents, but this influence decreases when mothers and fathers are more aware of the importance of a quality-based diet
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