Francesca Simeoni

From vehicle suppliers to value co-creators: the evolving role of Italian motorhome manufacturers

Recreational vehicle (RV) manufacturers have traditionally been viewed as having no direct effect on caravanning experiences beyond their role as the suppliers of the vehicles. Drawing on the theoretical approach known as service-dominant logic, this paper suggests that RV manufacturers play an active role in the co-creation of tourism experiences. This study adopted the framework developed by Storbacka, K., Brodie, R. J., P., Böhmann, T., Maglio P. P., & Nenonen, S. [(2016). Actor engagement as a microfoundation for value co-creation. Journal of Business Research, 69(1), 3008–3017] that considers engagement as a microfoundation of value co-creation to investigate value co-creation in this context. A template analysis of the data collected from in-depth interviews with all Italian motorhome manufacturers revealed themes relating to five issues: engaging actors, engaging platforms, actors’ dispositions, engagement properties and resource integration patterns. The theoretical and managerial implications of these findings are discussed.

Unconventional Entrepreneurship and the Municipality: The Role of Passion and Competences

The purpose of this research is to investigate unconventional entrepreneurship and its relationship with the municipality. In particular, the research seeks to deepen the understanding of passion and competences in this special context. A case study method was utilised, focusing on the recreational–vehicle–equipped parking area in Monzambano (Italy), which is one of the best of its kind in Italy and Europe. Two critical findings emerge from the case study. First, the relationship between the entrepreneur and the municipality. Since the beginning (of the recreational–vehicle–equipped parking area), this relationship has provided business opportunities and threats at the same time; at a later stage of development, this relationship might lead to better results in terms of sustainability (economic, environmental and social) for the firm in primis and for the whole territory. The second critical finding relates to the role of passion and competences of the entrepreneur in a similar context.