86,746 research outputs found
Liver MRI in patients scheduled for local therapy of colorectal liver metastases
No full textLiver resection with perioperative chemotherapy is the most effective treatment for colorectal liver metastases. Surgical techniques for the treatment of colorectal liver metastases have expanded rapidly over the past decade. First, there has been the possibility to shift from the classic two-staged approach, whereby the colorectal cancer is resected first and synchronous colorectal liver metastases are resected during the second stage, to the simultaneous resection of both the colorectal cancer and synchronous colorectal liver metastases. Second, there has been increased use of local therapies and adoption of new techniques such as liver partition and portal vein ligation for staged hepatectomy, enhanced ultrasound-guided one-stage hepatectomy in case of bilobar colorectal liver metastases, and liver transplantation. All these improvements in the surgical field have allowed treating physicians to further expand the pool of patients who can be considered candidates for surgical treatment of colorectal liver metastases, with a net survival benefit
Non chiamatele solo agenzie digitali! Un’analisi empirica sui “nuovi attori” della comunicazione
No full textL'extended abstract presenta i risultati di una ricerca volta ad approfondire le specificità della value proposition delle agenzie digitali, attori "nuovi" che hanno ricevuto finora negli studi un'attenzione limitata. Attraverso un approccio esplorativo di tipo qualitativo basato su 22 interviste personali in profondità a professionisti della comunicazione di marketing e un'analisi desk della stampa specializzata sulla comunicazione, le autrici pervengono all'individuazione di tre differenti tipologie di agenzie digitali: (a) agenzie di consulenza digitale, (b) agenzie digitali integrate, (c) agenzie digitali specializzate. Per ciascuna tipologia si approfondiscono le componenti della value proposition, ossia: i servizi offerti, la strategia competitiva adottata, il target di clienti.
In assenza di studi pregressi sul tema, il lavoro contribuisce all’avanzamento della conoscenza nel filone di studi sulle agenzie di comunicazione di marketing, mettendo in luce le specificità della value proposition delle agenzie digitali. Nella prospettiva manageriale, la ricerca consente di delineare meglio il quadro competitivo (sul fronte dell’offerta), ridurre il disorientamento del cliente (sul fronte della domanda di servizi di comunicazione), contribuendo in tal modo a migliorare le performance complessive del communication network
Creative crowdsourcing e dinamiche relazionali nella comunicazione di marketing. Il caso del network di Zooppa
No full textObiettivi. Il lavoro ha l’obiettivo di analizzare l’evoluzione del network della comunicazione di marketing in conseguenza dello sviluppo di nuove piattaforme specializzate nella fornitura alle imprese (brand, agenzie tradizionali, digital agency e centri media) di servizi creativi di tipo crowd-driven.
Metodologia. Il disegno della ricerca è di tipo esplorativo e si basa sull’analisi qualitativa di un cross-sectional embedded single-case study. L’unità d’analisi è il network di comunicazione che si sviluppa intorno a Zooppa, una delle principali piattaforme di creative crowdsourcing nello scenario di riferimento internazionale.
Risultati. Sono stati delineati gli obiettivi perseguiti dai diversi attori del network (brand, agenzia, creativi del crowd) attraverso il ricorso alla piattaforma di creative crowdsourcing, nonché l’evoluzione degli attori stessi in termini di ruoli nelle nuove dinamiche relazionali. È stato, infine, elaborato un framework concettuale relativo alle architetture crowd-driven emergenti, seguendo le opposte spinte della disintermediazione e della re-intermediazione.
Limiti della ricerca. La ricerca, essendo di tipo qualitativo, non può assumere una validità di ordine generale. Tuttavia, gli insight di questo studio possono orientare future ricerche – qualitative e quantitative - sul creative crowdsourcing in un’ottica relazionale.
Implicazioni pratiche. I risultati offrono utili suggerimenti ai diversi attori del communication network al fine di cogliere le opportunità di innovazione offerte dal creative crowdsourcing.
Originalità del lavoro. I risultati del lavoro contribuiscono alla letteratura sul creative crowdsourcing e sull’evoluzione del marketing communication network, fornendo per la prima volta un’approfondita lettura del fenomeno in chiave relazionale secondo la prospettiva di tutti gli attori coinvolti.Purpose of the paper: Our study aims to analyze the evolution of the marketing communication network as a consequence of the development of new platforms specialized in supplying crowd-driven creative services to di erent businesses (i.e., brand, traditional agency, digital agency and media agency).
Methodology: An exploratory research design has been drawn through the qualitative analysis of a cross-sectional embedded single-case study. The unit of analysis is the communication network developed around Zooppa, one of the leading creative crowdsourcing platforms in the international scenario.
Findings: The findings show the major objectives pursued by the various players in the network (i.e., brand, agency, creative members of the crowd) by using creative crowdsourcing platforms, as well as the players’ evolution in terms of roles within the new relational dynamics. Moreover, a conceptual framework relative to the emerging crowd-driven architectures has been elaborated, following the opposite forces of disintermediation and re-intermediation.
Research limits: Being qualitative, the research can not assume a general validity. However, the insights included in this study could guide future - qualitative and quantitative - research about the creative crowdsourcing dynamics in a relational perspective.
Practical implications: The results offer useful suggestions to the different businesses of the communication network (i.e., brand, agency, platform crowd- driven) with the aim to exploit innovation opportunities offered by the creative crowdsourcing.
Originality of the paper: This study contributes to the literature available about both the creative crowdsourcing and the evolution of the marketing communication network, and gives for the first time an in-depth relational interpretation of the phenomenon including the points of view of all the different players
Finding a Good Balance between Pressure to Publish and Scientific Integrity and How to Overcome Temptation of Scientific Misconduct
No full textNowadays, there is a progressive increase in pressure to publish as well as greater emphasis on publishing in high impact journals, even sometimes with significant financial incentives attached [...
The H Index Myth: A Form of Fanaticism or a Simple Misconception?
No full textBibliometry represents a branch of library and information sciences that uses statistical methods to analyse publications [...
Who Is a Digital Agency? Delving into the Value Proposition
No full textThe marketing communication services market has been transformed by digitisation, which has led to the evolution of traditional agencies, the emergence of new digital agencies, and the entry of consulting firms into the market. The literature on agencies has investigated the differences between traditional and digital agencies in terms of structures, processes, and culture. However, little is known about new players' value propositions. Given the phenomenological variety of digital agencies found in the management literature, the research aims to investigate the characteristics of these players' value proposition. Through a qualitative exploratory approach based on 22 in-depth interviews with communication professionals and the subsequent thematic con-tent analysis, the authors identified three different digital agencies' typologies: strategic digital consultants, integrated digital communication agencies, and specialised digital communication agencies. Given the absence of studies on the topic, the paper contributes to the literature on agencies by outlining the key characteristics of the value proposition of the three typologies of digital agencies identified in terms of the offering, target and strategy. From a managerial perspective, this study may reduce client disorientation, better define the competitive landscape, and, finally, improve the communication network's performance
CT Material Identification
No full textTechnical advances in CT imaging have improved ability to discriminate different materials, going beyond the attenuation imaging provided by most current systems. Nowadays, dual-energy CT systems allow for material identification and quantification providing qualitative and quantitative information about tissue composition and contrast agent distribution. This chapter explores the general principles of material decomposition analysis, as well as the technical implementations of single- and dual-source CT systems and the clinical advantages and prospects
The evolution of agency-client relationships within the communication network in Italy. The perspective of communication partners
No full textPurpose of the paper. Due to the digital revolution, the agency-client relationship has become more complex. Fitting into the recent academic literature on this topic, this study aims to deepen and conceptualise the agency-client relationship evolution in Italy. We adopted a twofold perspective: (i) “transversal”, to acquire the holistic vision of emerging issues of the new communication scenario and their consequent effects on the relational dynamics of agency-client for all the players (i.e., advertising and PR agency, media centre, digital agency) and (ii) “vertical”, to better emphasise the specificities of each category of the agency.
Methodology. Qualitative exploratory research was conducted based on in-depth interviews (n=53) with senior consultants belonging to different categories of players within the communication network. The data were analysed using qualitative content analysis and the cognitive mapping technique.
Findings. By adopting the communication partners perspective, two interpretative frameworks were developed with respect to (1) key emerging issues that define the new communication scenario and (2) consequent effects on the evolution of the agency-client relationship. Specific themes emerged in the relational dynamics of the agency’s various categories.
Research limits. This study shows the limits of qualitative research on the non- representativeness of results.
Practical implications. The holistic interpretation by the various actors of key issues that qualify the new scenario, along with the understanding of their consequent effects on agency-client relationships, could contribute to improving the performance of each player and, in this way, of the entire communication network.
Originality of the paper. The study explores the agency-relationship evolution in Italy, a context that has still not been studied in-depth, while presenting relevant aspects of marketing communication. Additionally, the article proposes a twofold vision of the client-agency relationship evolution, i.e."transversal” and “vertical”, for the first time
Brand Anthropomorphization on Social Media: The Role of Human Tone of Voice
No full textSocial media has become an essential communication context for brands, enabling social consumer-brand interactions and prompting the consumer tendency to anthropomorphize brands by bridging the psychological distance. The human tone of voice (HTV) could be crucial in brand anthropomorphization strategies in this environment. The study aims to explore how HTV can lead to brand anthropomorphism, deepening the complex mix of the HTV components and highlighting the main challenges for brands in their anthropomorphization strategies through HTV on Facebook and Instagram. By adopting a qualitative exploratory approach, the Authors identified a twofold role played by HTV (i.e., positioning and relational tool), four HTV components, and four main communication challenges for brands.
This study contributes to the branding literature by exploring HTV as a managerial tool to anthropomorphize brands from a marketers’ perspective, simultaneously considering two of the most popular social platforms in the world that still need to be deeply studied. Finally, the results provide valuable guidelines for managers engaged in anthropomorphization strategies on social media
L’evoluzione delle relazioni tra agenzia e cliente nel communication network. La prospettiva dei partner di comunicazione
No full textObiettivi. Il paper intende contribuire alla letteratura accademica sugli attori della comunicazione di marketing, analizzando in modo olistico un aspetto finora poco approfondito nell’ambito del nuovo scenario comunicativo: le fondamentali direttrici del cambiamento nelle relazioni tra clienti (inserzionisti) e partner della comunicazione (es. agenzia pubblicitaria, centro media, digital agency).
Metodologia. È stata condotta una ricerca qualitativa esplorativa basata su interviste in profondità (n=53) a figure apicali di diverse categorie di attori del communication network. I dati sono stati elaborati con la “cognitive mapping technique”.
Risultati. Adottando il punto di vista dei partner di comunicazione, sono stati delineati due framework interpretativi relativi, da una parte, ai driver e agli aspetti chiave che qualificano il nuovo scenario comunicativo, e dall’altra, ai conseguenti effetti in termini relazionali (agenzia-cliente).
Limiti della ricerca. Lo studio presenta i limiti della ricerca qualitativa in merito alla non rappresentatività dei risultati, che non possono essere estesi a individui non compresi nel set d’indagine. Inoltre, la ricerca si concentra su agenzie operanti in Italia.
Implicazioni pratiche. L’approfondimento olistico degli aspetti chiave del mutato scenario, unitamente alla comprensione delle conseguenze dirette e indirette in termini relazionali per i diversi attori, può contribuire al miglioramento delle performance complessive del communication network e dei singoli player.
Originalità del lavoro. Il lavoro propone per la prima volta sia una visione dell’evoluzione relazionale trasversale (olistica) alle diverse categorie di attori (tradizionali e nuovi) sia una lettura “verticale”, focalizzata sulle specificità dei punti di vista in base alle differenti tipologie di agenzia.Objectives. The paper aims to contribute to the academic literature on the marketing communication players by analyzing in a holistic way a key issue so far little depth within the new communication scenario: the main lines of change in the relationship between clients (advertisers) and communication partners (e.g. advertising agency, media center, digital agency).
Methodology. Qualitative exploratory research was conducted based on in-depth interviews (n= 53) with senior consultants belonging to different actors’s categories within the communication network. The data were analyzed using the cognitive mapping technique.
Findings. Adopting the communication partners’ standpoint, two interpretative frameworks were developed with respect to: (1) drivers and key issues that qualify the new communication scenario, and (2) consequent effects in terms of relationships’ evolution (agency-client).
Research limits. This study shows the limits of qualitative research on the non-representativeness of results. Furthermore, the research has been concentrated on agencies operating in Italy.
Practical implications. The holistic interpretation of key issues that qualify the new scenario, along with the understanding of the direct and indirect consequences in terms of relationships for the various actors, could contribute to improving the performance of both the overall communication network and single players.
Originality of the study. The article proposes for the first time a twofold vision of the client-agency relational evolution: the first is transversal (holistic) to the different agency’s categories (traditional and digital), while the second is “vertical”, emphasiziyng the specificity of points of views according to the different types of agency
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