1,720,969 research outputs found
La sostenibilità nel marketing: una tassonomia di topics per i contenuti digitali
No full textL’evoluzione verso il sustainability marketing richiede alle imprese di puntare sempre più su contenuti relativi ai temi ambientali e sociali per comunicare con i pubblici. Scopo del paper è sviluppare una tassonomia di sustainability topics per le comunicazioni digitali, rimodulando l’organizzazione dei temi materiali del Global Reporting Initiative (GRI), secondo l’esigenza comunicativa di superare i limiti del reporting. La thematic content analysis di dieci corporate websites di brand sostenibili supporta l’individuazione delle categorie tematiche e l’identificazione di appropriate labels. Lo studio apre la strada a ricerche future che incrocino il tema del digital marketing e della sustainability communication, individuando nella tassonomia un framework concettuale che può avere importanti implicazioni manageriali nell’elaborazione e nell’organizzazione dei contenuti digitali di sustainability communicatio
Balancing technological advancements with individual rights: ethical issues in managing digital data and algorithmic systems
No full text
Assessing the impact of Digital Sustainability on Inclusive Economic Growth: a comprehensive review.
No full textThis study investigates the potential of digital sustainability in fostering inclusive economic
growth through a systematic literature review of 150 studies published from 2002 to 2023.
Through a rigorous content analysis, we identified 28 highly relevant studies illustrating how
digital technologies can bridge socioeconomic divides, enhance access to resources,
facilitate job creation and skill development, and improve urban planning, ultimately fostering
a more supportive and inclusive societal ecosystem. However, a notable gap persists: the
economic inclusive effects of digital sustainability are still underrepresented in existing
literature. This underscores the necessity for a targeted research agenda to define
theoretical frameworks and actionable managerial strategies that align digital sustainability
efforts with inclusive growth goals. We advocate for future research to prioritize
understanding the mechanisms enabling effective outcomes and evaluating long-term
impacts, ultimately contributing to a more equitable digital econom
“Sustainability-contents SEO”: a semantic algorithm to improve the quality rating of sustainability web contents
No full textPurpose – For companies that intend to respond to the modern conscious consumers’ needs, a great
competitive advantage is played on the ability to incorporate sustainability messages in marketing
communications. The aim of this paper is to address this important priority in the web context, building a
semantic algorithm that allows content managers to evaluate the quality of sustainability web contents for
search engines, considering the current semantic web development.
Design/methodology/approach – Following the Design Science (DS) methodological approach, the study
develops the algorithm as an artefact capable of solving a practical problem and improving the operation of
content managerial process.
Findings – The algorithm considers multiple factors of evaluation, grouped in three parameters:
completeness, clarity and consistency. An applicability test of the algorithm was conducted on a sample of
web pages of the Google blog on sustainability to highlight the correspondence between the established
evaluation factors and those actually used by Google.
Practical implications – Studying content marketing for sustainability communication constitutes a new
field of research that offers exciting opportunities. Writing sustainability contents in an effective way is a
fundamental step to trigger stakeholder engagement mechanisms online. It could be a positive social engineering
technique in the hands of marketers to make web users able to pursue sustainable development in their choices.
Originality/value – This is the first study that creates a theoretical connection between digital content
marketing and sustainability communication focussing, especially, on the aspects of search engine
optimization (SEO). The algorithm of “Sustainability-contents SEO” is the first operational software tool,
with a regulatory nature, that is able to analyse the web contents, detecting the terms of the sustainability
language and measuring the compliance to SEO requirements
L'Impresa al femminile, dall'imprenditività all'empowerment per l’innovazione.
No full textL’impresa al femminile offre un’analisi rigorosa delle dinamiche che caratterizzano l’imprenditoria femminile italiana, esplorandone il contributo economico e sociale in un contesto di crescente attenzione globale verso la parità di genere. Le autrici esaminano il tema con uno sguardo approfondito, ma anche multidimensionale, che unisce teorie economiche, analisi delle politiche europee di supporto e storie di successo concrete, fornendo un quadro esaustivo e stimolante per studiosi, politici e imprenditori.
Il volume si distingue per la prospettiva interdisciplinare e critica, che supera i tradizionali confronti di genere e ne propone una visione integrata. Risponde, dunque, all’esigenza di promuovere la comprensione di un fenomeno in rapida evoluzione, offrendo spunti pratici e teorici per tutti gli stakeholder interessati a valorizzare l’inclusione nel settore economico. Attraverso l’analisi di casi virtuosi, il testo dimostra come l’imprenditoria femminile stia trasformando il concetto stesso di impresa, ponendo un forte accento sulla sostenibilità, sull’etica e sull’impatto sociale
Redefining brand hijacking from a non-collaborative brand co-creation perspective
No full textPurpose
In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon.
Design/methodology/approach
A Delphi-based survey among both academic and professional experts was conducted to explore the key features of brand hijacking and expand existing theories.
Findings
The results of the Delphi survey enable the main brand hijacking actions to be mapped, based on two motivational axes (utilitarian–idealistic and destructive–constructive) and on the various intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation.
Practical implications
Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand reputational damage and brand repositioning.
Originality/value
The paper helps to shed light on the main components of brand hijacking, thus gaining expert consensus in refining the existent conceptualization in relation to a rapidly changing brand management scenario because of the gradual loss by brand managers of their traditional control
The influence of individual perception and social recognition of entrepreneurship on female business activation. Evidence from Italian GEM survey
No full textAnalysing the influence of gender and gender diversity in network-building behaviour and entrepreneurial ecosystem.
No full textThis paper investigates the interplay between gender, entrepreneurial ecosystem domains, and network-building behaviors of startuppers. Leveraging data from the PSED (Panel Study of Entrepreneurial
Dynamics), we focus on how women navigate the entrepreneurial landscape. Our research design employs
a novel approach to analyze both ecosystem domains and the micro-networks of entrepreneurs using Social
Network Analysis (SNA).
The results reveal key distinctions between male and female network-building behaviors. Women tend to
build networks with a higher concentration of relatives, particularly spouses. This network structure, while
smaller, fosters greater gender diversity within the network, potentially leading to new business
opportunities. Furthermore, we find that gender significantly influences access to specific ecosystem
resources. Female entrepreneurs exhibit lower access to informal financial capital and support from
professionals. However, a more gender diversity appears to mitigate this disadvantage by facilitating access
to informal financial capital and support from owners.
Our experiment on ecosystem measurement identifies prevailing bi-directional relationships between most
domain variables, highlighting the interconnected nature of the ecosystem. Within the micro-networks, the
strength of ties among owners emerges as the most influential factor impacting various ecosystem domains.
Additionally, the openness of an entrepreneur's network plays a critical role in enhancing expected market
innovation and fostering a focus on broader market targets beyond the local marketplace.
This study contributes to the literature by providing empirical evidence on how gender shapes network-building behaviors, highlighting the importance of gender diversity within networks and suggesting potential strategies to bridge the gender gap in entrepreneurship
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