1,720,996 research outputs found
La misurazione del valore degli eventi
No full textE’ sempre più evidente la crescita degli eventi, sia in termini economici che di professionalità richieste.
Eppure viene dedicata ancora una scarsa attenzione al processo di selezione degli eventi e alla successiva misurazione dei risultati conseguiti. Selezionare un evento e valutarne l’impatto per il territorio e per gli altri stakeholders significa stimare il beneficio economico, sociale, ambientale e di immagine che deriva dall’aver promosso od organizzato uno specifico evento. In particolare, il testo approfondisce il tema della misurazione del valore di un evento e dei diversi approcci utilizzabili per la stima dell’impatto generato; viene anche proposto un modello idoneo alla valutazione ex post dei grandi eventi.
Nella seconda parte, si analizza la capacità di un evento di creare valore per il territorio ospitante analizzando quanto le caratteristiche del Network di attori coinvolti possano contribuire al successo dell’evento. Ma anche cosa riesce a far percepire l’esperienza vissuta dal partecipante come un qualcosa di indimenticabile: in sintesi come progettare e realizzare una event experience di successo.
Infine, si approfondiscono le diverse metodologie per la selezione (ex ante) e per valutazione (ex post) del valore nei settori degli eventi sportivi e di quelli culturali.
Il testo riporta oltre quindici casi di eventi di successo: La Notte Bianca di Roma, il Festivaletteratura, il Festivalfilosofia, il Festival della Scienza, il RavelloFestival, il NapoliFilmFestival, le Olimpiadi invernali 2006, l’America’ Cup di vela a Valencia, gli Internazionali di tennis BNL a Roma, l’NBA European Live Tour, il Giro d’Italia, gli Europei 2008 di calcio, le Olimpiadi estive 2008 a Pechino, i Mondiali di ciclismo 2008, i Mondiali di nuoto 2009 a Roma, e altri
Stakeholders event evaluation
No full textThe purpose of this study is to propose an instrument that can be used to evaluate the impact that special events have on local communities and on all the other stakeholders. After referencing many books about this subject, an instrument to assess the comprehensive impact of special events upon their host communities and single (local) stakeholders is proposed with the name SEE (Stakeholders Event Evaluation). In particular, starting from the benefits of a scorecard evaluation system, the SEE is able to estimate the different types impacts for each stakeholder in many areas through different ratios and indicators.
This instrument is tested using the “Notte Bianca” Event, where many data were collected and an 1200 questionnaires research was carried out
Paths and patterns of value capture innovation in sharing economy
No full textThe purpose of this research is to investigate value capture innovation in sharing economy platforms. Revenue management and pricing strategies are indeed pivotal aspects platforms should care about when (re)configuring their business models. A mixed-method investigation has been performed to achieve this goal: a longitudinal content analysis and a case studies analysis. Results from the first step of the research show that four main typologies of innovation emerge in the analyzed platforms. Furthermore, the case studies analysis reveals three main patterns (Network, Monetization, Lock-in) and the possible paths a platform can undergo when innovate its value capture mechanisms
The impact of digital device edition on print circulation: cannibalization or complementarity for daily newspaper in Italy?
No full textThe effects of cannibalization and its importance has been addressed in the literature especially,
in the recent years, concerning the hazards that companies face when they add an internet
channel to their entrenched ones. Daily newspapers are paying a great attention to opportunities
offered by new mobile devices. To examine whether offering a digital version has a cannibalistic
or complementary effect on traditional editions, we analyse a panel dataset on daily newspapers
in Italy. Results suggest that adding a new technological advanced version to traditional channels
has a negative impact on printed copies and subscriptions, while it seems to be complementary
to website version. These results also contribute to explain why in the recent years most editors
introduced a multiplatform edition of newspaper
Marketing alliances in digital firms: An analysis of benefits and risks
No full textObjectives. The evolution of technologies and the impact they are having on business lead to the development of the so-called digital firms. For these firms marketing alliances can have an important value, as digital technologies have the potential to further increase the benefits of these initiatives. Despite the topicality of this theme a gap emerges concerning the development of co-marketing initiatives in digital firms. The purpose of the paper is to develop a pilot study to explore the topic, focusing on the main benefits and risks that could emerge.
Methodology. To fill the emerged gap, a case study analysis has been performed on a sample of four Italian digital firms. The analysis is intended as a pilot study that can allow a better comprehension of the topic and prepare the field for a deeper quantitative analysis.
Findings. The developed analysis led to the identification of three main areas of specificities concerning marketing alliances in digital firms: the vehicle, the (un)boundaries and the relation. Each of these areas include both benefits and risks.
Research limits. The adopted methodology and the sample number hinder the possibility to reach general consideration on the addressed topic.
Practical implications. Understanding the specificities of marketing alliances in digital firms could allow managers to better define these strategies, both in digital and non-digital sectors.
Originality of the study. The research fills a gap emerged in the existing literature on marketing alliances and digital firms, proposing some insights from case study
Impresa sociale e creazione di valore: una tassonomia dei modelli di misurazione dell’impatto sociale sul territorio
No full textObiettivi. Il tema del rapporto tra impresa e territorio assume particolare rilevanza nell’attuale scenario competitivo caratterizzato da un momento di profonda trasformazione in cui i confini tra settore profit e non profit sono sempre più labili. È in questo contesto che si sviluppa una nutrita letteratura sul tema delle imprese sociali e sulla misurazione del valore da esse generato. Il presente contributo si propone di elaborare una tassonomia dei principali modelli di misurazione dell’impatto sociale delle imprese descrivendone caratteristiche e profili.
Metodologia. A seguito di un’analisi della letteratura sono stati selezionati n. 76 modelli di misurazione dell’impatto sociale ed è stata effettuata una cluster analysis gerarchica.
Risultati. La ricerca ha consentito di far emergere le caratteristiche principali dei modelli di misurazione e sono state individuate quattro diverse tipologie di modelli (socio-quantitativi semplici, olistico-complessi, controllo-qualitativi e gestionali).
Limiti della ricerca. Il campione esamina un numero ampio ma non completo dei modelli esistenti. Inoltre, le tecniche di analisi impiegate offrono margini di discrezionalità al ricercatore.
Implicazioni pratiche. I risultati emersi possono rappresentare un riferimento utile alle imprese per orientarsi nel panorama dei modelli esistenti, fornendo indicazioni operative circa le caratteristiche di ciascuna categoria.
Originalità del lavoro. A fronte di una molteplicità di modelli di misurazione dell’impatto sociale, diversi per caratteristiche e finalità, i sistemi di classificazione sono ancora lacunosi. La classificazione proposta intende chiarire le specificità dei modelli e offrire un supporto per il processo di selezione del modello più idoneo in base alle caratteristiche distintive ed alle necessità specifiche manifestate di volta in volta dalle singole imprese sociali
Co-marketing: state of the art and existing approaches. Insights from a literature review
No full textCo-marketing strategies play an important role as they allow firms to gather
an increased sense of relevance. This is particularly true nowadays, when firms have to
deal with a scenario that has been radically changed by economic development and
digital innovation. However, despite its diffusion, co-marketing remains a topic that is
largely unsearched. In particular a comprehensive literature review on the topic that
includes the most recent contributions is lacking, and this seems to be a mayor omission
for the development of the studies. As for these premises, the purpose of the paper is to
propose an analysis of existing contributions on co-marketing. In so doing a specific
focus has been made on the different perspectives scholars have adopted in analyzing
the topic. Five main approaches have been identified and their relations have been
further investigated using the multidimensional scaling technique
Measuring value creation in social enterprises. A cluster analysis of social impact assessment models
No full textThe relationship between business and community is becoming increasingly
important, especially with the current blurring of the boundaries between profit
and not-for-profit sectors, and the growing number of hybrid organizations such
as social enterprises. For these organizations, the assessment of social impact plays
a strategic role in helping them understand to what extent their social mission has
been accomplished. As a result of increasing interest in the practice of Social Impact
Assessment (SIA), many models have been developed, but a system to classify them
is still lacking, and so the overall picture remains rather fragmentary if not confusing.
In this research, a hierarchical cluster analysis was developed based on a sample of 76
SIA models to group them in macro-categories and help social entrepreneurs choose
the model that is best suited to the needs of their organization
Measuring value creation in social enterprises: A cluster analysis of social impact assessment models
No full textPurpose: The relationship between business and community is becoming relevant especially in
the current blurring of the boundaries between profit and not-for-profit organizations and the
increased interest towards social entrepreneurship and social impact measurement. This paper is
aimed at developing a taxonomy of existing social impact measurement models, in order to
describe and classify them. Methodology: Starting from the literature analysis, 76 models were
selected and a hierarchical cluster analysis was developed. Findings: The research allows the
description of models’ main features and their classification in four categories: Simple social
quantitative, Holistic complex, Qualitative screening and Management. Research limits: The
analysis techniques may provide room for discretion to the researcher. Practical implications:
Emerged results provide useful information for companies and public institutions to address the
landscape of existing models. Originality of the study: Since classification systems of social
impact assessment models are incomplete, identified criteria are applied to a large sample of
models in order to achieve a general classification
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