1,721,006 research outputs found
The role of gamification on entrepreneurial orientation: the effects on innovativeness, proactivity, and risk-taking.
No full textIl ruolo della competenza culturale nell’event marketing del turismo
No full textEvents are an important segment of both business and leisure tourism, and represent a growing income for the hospitality industry, with a positive contribution the gross domestic product of the most important tourist destinations. Events are products designed and organized to foster social interaction between different individuals, and they are becoming more and more international, with participants coming form different cultural contexts. More than in other bussinesses, the quality of personal interaction and the effectiveness of communication affect the users' experience and, consequently, the profitability of the involved firms. In a business where social interaction is the basis of customer satisfaction and intangible content is the foundation for value creation, cultural competence - meant as the ability to manage cultural knowledge in an effective and valuable way– becomes a key factor of success. the ability to communicate and negotiate with people from different contexts is a key requirement for achieving competitive advantage.
Firms are becoming more and more aware of cultural issues: While in Italy the investment that hospitality firms make in relation to the cultural education of their employees and the cultural analysis of target markets is still low, Asian competitors, who gain positions in the tourism competitiveness rankings, are investing increasingly in these activities with positive results on the ability to attract European and US public and private events.
Although the marketing literature is rich of contributions highlighting the impact of culture on consumer behaviour and purchasing decisions, the role of cultural competence in the specific field of event marketing is less explored. This article represents an attempt to contribute to the existing gap in literature, focusing on the role that cultural expertise can have for the success of the events. As with products and perhaps even more, finding the right trade-off between standardization and adaptation is critical to service companies. On the one hand, hospitality firms need to defend brand uniqueness and enhance their identity as a crucial element of customer differentiation and loyalty. On the other hand, the need to diversify the customer portfolio and lengthen the tourist seasons urges to look for elements that can facilitate attracting potential customers from new markets, and consolidating the competitive position in core markets.
Starting for a review of the existing literature, this article explores the potential benefits firms can derive from a cultural analysis of the target market and the development of a cultural-sensitive campain. Hofstede’s model is used as a basis of cultural knowledge, and the empirical analysis gives some evidence of the way to develop a culturally competent approach to international tourism markets
Palindrome Entrepreneurship: when Reverse Innovation meets social entrepreneurship
No full textNowadays, innovation is no longer a prerogative of developed countries: the rise of emerging is slowly shifting the locus of innovation from developed to the developing economies. This inversion of the flow is known as “Reverse Innovation” (RI): the term was coined in 2009 by Immelt, Govindarajan, and Trimble and it refers to an innovation that is adopted first in a poor country before being adopted in rich countries. Among the issues that scholars face when investigating this phenomenon, there is the possible overlapping with other concepts: therefore, we are going to investigate the connection within Reverse Innovation and social entrepreneurship. The aim of this research is to firstly highlights the boundaries of both the concepts and secondly, demonstrate how Reverse Innovation actually overlaps with social entrepreneurship, developing a taxonomy that highlights the contact points among these two phenomena: it is a conceptual paper, based on an explorative analysis through some case studies
Internationalizing Firms. International Strategy, Trends and Challenges
No full textThis book explores emerging trends in internationalization, analyzing the processes and steps that firms take when entering new markets. This timely contribution highlights the need for a deeper understanding of today’s internationalization process, critiquing existing literature and instead proposing a new paradigm based on a re-interpretation of the Resource-based View (RBV). Analysing the motives behind internationalizing, the factors affecting entry choices, and the challenges connected to outsourcing and offshoring, the authors present a new framework for understanding the reasons behind internationalization and the financial risks that are involved. With theoretical discussion and empirical case studies, this book seeks to offer an informed insight into internationalizing, making it an invaluable read for those researching entrepreneurship on a global scale, as well as managers and leaders of international firms
Entrepreneurial orientations and performance: A problematic explanatory approach in the Iranian knowledge-based industry
No full textWe aim to thoroughly investigate how entrepreneurial orientations (EOs) influence firm performance in the Iranian knowledge-based industry. This study criticizes the explanatory power of widely accepted EO dimensions in the context of an emerging economy. Empirical analysis of the data from Iranian knowledge-based firms (n=155) was performed by employing the PLS method of structural equation modeling. Findings show that there is semantic redundancy among different entrepreneurial orientations, i.e. proactiveness and risk taking could explain the full EO effects on firm performance in the context of Iranian knowledge-based industry. There were no moderating, spuriousness, and suppression effects of industrial contingencies and control variables at play. From a theoretical point of view, our work confirms that scholars should avoid considering entrepreneurial orientations as a holistic gestalt in different contexts. It also highlights that proactiveness and risk-taking are the orientations with the strongest effects on performance of Iranian knowledge-based firms. From an empirical point of view, our study sheds light to the importance of these specific EOs in the selection of human resources, and in the development of policies aimed at fostering sustainability of knowledge-based firms. In addition, it represents a contribution to better understanding of EO in emerging countries, characterized by different social and economic systems than the western world
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