Giovanna Pegan

Prodotti verdi: uno studio sperimentale sugli atteggiamenti e sulle scelte del consumatore

This article investigates the relationship between attitude and consumer behavior toward green products, in order to understand thereasons of the reoccurring low attitude-behavior consistency in greenconsumption. The presented study is rooted in the framework of constructed preferences, and assumes that task and context variables can influence green decision making and also the relationship between green attitude and buying behavior. In particular, the role of time pressure and visual prime, not yet investigated in this perspective, are examined in order to understand if these factors can affect attitudes and purchasing decisions toward green products and the relationship between them. After the literature review, a synthesis of the findings of a laboratory experiment is presented. The results support the significant role of these two variables to understand the relationship between attitudes and purchasing decisions toward green products and, at the same time, suggest directions for future researches and managerial implications.

Diesel: An Unconventional, Innovative, International-Lifestyle, Italian Company

Diesel is an example of a successful Italian company in the fashion industry. This international lifestyle company founded in the 1970s has succeeded in creating and developing denim fabric in a mature market where the competition, led by American multinationals, is strong. Innovation, creativity and nonconformist choices are the fundamental roots of the company. The engine of the company’s success is its founder, Renzo Rosso. Rosso managed to merge the philosophy of Diesel with the challenges of the market. Thanks to his marketing strategy, the company reaches young consumers across the globe. The marketing mix is based on an intense knowledge of the business and on Rosso’s personal intuition. These characteristics made Rosso a pioneer of many trends that later came to be established in the market. This case study examines the company’s internationalization process, the development of its brand identity, and the structural, cultural and human resource variables that favor innovation. It also considers how the company succeeded in repositioning a mature product in such a way as to experience continued growth in national and international markets.

Business innovation and Internationalisation: Focus on the Italian Coffee Industry

The aim of this paper is to contribute to the discussion on the relationship between innovation and internationalisation, from the perspective of a joint analysis of the two phenomena. In the theoretical framework of business innovation, where internationalisation could also be considered as an innovative process, a study of two Italian coffee firms was conducted. This sector is the emblem of made in Italy abroad and is characterised by competitive global dynamics that can undermine its traditional sources of value creation, often based on technological-productive features. In order to obtain as well as maintain competitive advantage, firms need to adopt an integrated vision of the processes of both innovation and internationalisation.