1,721,026 research outputs found
I fattori di spinta all'evoluzione del mercato dell'auto elettrica: l'analisi dell'offerta
No full textGli autori propongono una mappatura dell'offerta delle auto elettriche nel mercato italiano basato su un approccio integrato firm e policy perspective.The authors propose a mapping of electric cars in the Italian market based on an integrated firm and policy perspective
The New Life of Marketing Research. The Insight Imperative. This issue
No full textIt is always difficult to identify a consistent fil rouge among the jobs
that researchers submit in response to a call. Moreover, the theme of
Market Research does not seem to be very popular: neither in scientific
research, scholars do not research industrial issues, nor in education,
courses of Market Research are rare.
After reading and discussing the works presented here, we are convinced
that there was a clear fil rouge: the usefulness of market research
studies in various areas and domains of marketing and their liveness.
The latter is demonstrated by the fact that, particularly in the last
decade, huge advances in the neuroscientific approaches applications
and technology implementation have been made. What has remained
unchanged (and as always) is the basic question on which methods and
techniques evolve: to understand the consumer decision-making, particularly
evaluation and choice. These advances have fueled continued
growth in the new methods and tools for knowledge advancement and
practical implementation.
This special issue aims at updating and feeding the the debate on
Market Research as a field of study and the application and implementation
of new tools and methodologies
Micro & Macro Marketing, Special Issue Special Issue title "The New Life of Marketing Research. The Insight Imperative"
No full textMarketing Management practice is a method built on science and technology (Mattiacci and Pastore, 2021). Its paradigm draws on many areas of human knowledge: the social and human sciences and, more recently, the computational ones. Either as a discipline or as a practice, Marketing Management contracted a special debt towards modern scientific thoughts and research (Malhotra, 2019; Kumar, 2015), which are its principles and the methodological framework of social research, that have made it possible to build the «Marketing Research» field
A strategic framework for marketing Sweet Reinforced and Fortified Wines
No full textIn the last thirty years, the global wine business has become more and more crowded (Zanni et al., 2005). Wineries have been spurred to increasingly adopt strategies in order to succeed or maintain their position, while distributors have enhanced their market power by changing their approach to the category. The augmented number of competitors, either as producers or retailers, enable customers to choose among a multiplicity of heterogeneous products, amplifying both intra- (between wines) and inter-competition (in the comprehensive beverage category). On the other part, thanks to the spreading of technology and production competences, average quality of wines is higher and higher in all producing countries. Hence, the necessity to defend the achieved position on the part of incumbents, and to penetrate the market by new entrants, trying both to catch untapped demand and to conquer market shares from existing players. Market innovation within the industry is pulled by these opposite forces.
At the demand-side level, consumers are more and more sophisticated and capable to look for available information in the prior-to-purchase phase: wine guides, internet-based apps, wine magazines, wine rankings, and so on, constitute an impressive information set for all wine purchasers. Hence, everybody is today able to satisfy personal needs (e.g. a gift) and desires (e.g. discovering a new brand) with relation to wine, in compliance with the budget disposal.
The rise of new wine industries (the so called New World) and the changes in living standards led by globalization, generate also cross-cultural eating and drinking habits, leading to a growing level of wine consumption in traditionally non-consuming countries – such as California, New Zealand, Australia and, to a lesser extent and more slowly, Asia. At the same time, per capita consumption in traditional markets such as France, Italy, Spain, and Portugal has been declining in volumes but, at the same time, moving towards higher quality (and higher price) wines.
In this changing world, sweet, reinforced and fortified wines represent a very specific and circumscribed wine class, that is a sub-cluster of the wider category of wines – as we will explain in the following paragraphs. While basically neglected by the management and marketing literature – mainly focused on other wine classes, such as, sparkling and still wines – these products constitute an interesting research topic: consumption habits, price variety, distribution policies, tradition/innovation dilemma, are a few examples of the multiple market peculiarities that make sweet, reinforced and fortified wines worth to be investigated.
As any other wine class, though, it is extremely hard to work out a univocal marketing framework and strategy for the entire class of sweet, reinforced and fortified wines. Product variety, for instance, that turns into a plethora of different value offerings (from value to premium reaching sometimes the luxury segment) inhibits the development of a single effective marketing plan, suitable to any situation. As we will see here below, marketing management has to be interpreted as a general tool-kit that provides concepts, methods, and techniques that have to be adapted from time to time both to products’ and to consumers’ characteristics.
The first part of this contribution is dedicated to briefly illustrate the theoretical background of wine marketing and clarify the meaning of market exchanges according to a marketing point of view. The second section aims to point out the most relevant drivers of wine buying and consumption behavior, while the third part tries to identify both main features and critical aspects of sweet and fortified wines. The last section aims to provide a possible framework for marketing these wines taking into account both consumers’ purchase and consumption behavior and products’ characteristics
La marketing intelligence
No full textDopo una disamina sulla rilevanza dell'informazione per il marketing, il capitolo descrive le diverse ricerche di marketing (market research, consumer insight, market measurement) per poi riprendere i principali approcci del metodo scientifico (induttivo e deduttivo). Si illustrano le peculiarità dell'approccio qualitativo e quantitativo, per poi descrivere le fasi, i soggetti e i documenti del processo di ricerca
Il piano di marketing
No full textRiprendendo i principali aspetti della pianificazione, il capitolo illustra le diverse tipologie di piano, approfondendo in particolare il piano di marketing strategico. Si descrivono le principali sezioni di questo documento, per poi concentrarsi sinteticamente sull'esecuzione del piano. In ultimo, si richiama il principio fondamentale al quale deve ispirarsi il piano di marketing strategico: la coerenza. Il capitolo è corredato da un caso finale che descrive sinteticamente il Premio Marketing per l'Università
Marketing geographical indication products in the digital age: a holistic perspective
No full textPurpose: This paper analyses the impact of digitalization in the marketing of geographic indication (GI) products. Specifically, the objective is to provide a systemic and comprehensive view of marketing issues and challenges arising from evolving digitalization in the agriculture sector. Design/methodology/approach: The authors employed an explorative cognitive mapping technique on a sample of key informants among Italian companies and a consortium of registered food, spirits and wine products. Findings: This study describes the key concepts dominant in the discourse of informants concerning digitalization and its influence on the GI market. Three clusters and two loops were also identified to explain the relationship among key concepts, which stress changes regarding the relationship with the consumer, product experience and innovation, and the integration between physical and virtual space. Research limitations/implications: This is the first attempt to apply cognitive maps to GIs. However, the study does have limitations: it was conducted on a small number of producers and was restricted to only Italy. Another limitation is that interviews were conducted during the COVID-19 pandemic. Practical implications: The results suggest important practical implications that stress the need for learning and increased digital competences for the efficient embedding of digital technologies in all business areas, increase product value and innovation, and the need for governance in support of digital transformation. Originality/value: This work creates the new and valuable literature on food marketing and, specifically, on a changing market environment resulting from digitalization, by providing a holistic overview of digitalization in reference to the marketing of GIs
How the increasing competition is reshaping Tuscan wineries: the cases of Chianti Classico and Brunello di Montalcino
No full text- …
