Giuseppe Tardivo

L’evoluzione degli studi sul Knowledge Management

Oggi e cambiato il peso che assumono le risorse intangibili rispetto al patrimonio complessivo dell’impresa. Le conoscenze e le competenze incidono infatti pesantemente non solo sulle modalita di produzione, ma anche sulle strategie gestionali e sui rapporti di concorrenza e di cooperazione sul mercato. Pertanto, le risorse intangibili costituiscono sempre piu il fondamento del potere competitivo dell’impresa. Tuttavia, nel contesto attuale, risulta quanto mai necessario non solo sviluppare competenze distintive quali il “sapere” e il “saper fare”, ma anche renderle visibili, esplicitandole nel sistema economico-sociale di appartenenza. Il presente contributo si inserisce in questo filone di ricerca, con l’obiettivo di fornire una chiave di lettura interpretativa e un tentativo di sistematizzazione della vasta letteratura esistente in tema di processi di creazione, diffusione e sfruttamento della conoscenza nell’ambito delle dinamiche di sviluppo dell’impresa.

Misurazione del livello di internazionalizzazione delle Regioni italiane

The degree of internationalisation of a particular territory has been extensively studied over the last ten years. However, literature concerning the creation of a relevant, accessible and transferable synthetic index of regional internationalisation is almost inexistent. This paper contributes to bridge these lacks, explaining how each factor of internationalisation can contribute to regional degree of internationalisation. This paper has a threefold aim: reviewing the doctrinal contributions concerning the measure of the level of regional internationalisation, creating a composite regional index of internationalisation and applying this index to Regional Italian local systems. The methodology used in this paper consists both of a systematic and comparative analysis of the concepts and methodologies published in literature and of testing these results by means of three focus groups involving 35 stakeholders of different origins (Delphi methodology). The research findings would show how regional level of internationalisation depends on drivers of different nature reflecting different dimensions of internationalisation: commercial, productive, financial, technological, entrepreneurial, touristic and socio-cultural internationalisation. Main limits of this research involve the level of exhaustiveness of drivers and relative indices, chosen throughout subjective criteria. The paper offers scope for further application to other level of analysis.

Value co-creation in the beverage and food industry

Purpose The purpose of this paper is to define and describe how consumers may constitute an integral part of small and medium enterprises’ (SMEs) value co-creation process in the food and beverage (F&B) industry, and to provide practicable implementation recommendations to firms in the Piedmont region that are important and prominent in this sector. Design/methodology/approach The research methodology rests on a multiple case study design, applied to three F&B Piedmont SMEs that produce beer, water and starters: Baladin, Lurisia and Galfre. Findings Results show an increasing awareness by firms of the important role played by customers in value co-creation, though limited to specific roles in the case of SMEs. Research limitations/implications The research is limited by its exploratory nature, though the findings and conclusions drawn provide a solid foundation for further development and testing on the subject. Practical implications The case studies’ results allow the reader to understand the importance of the increasing awareness of the role played by customers in value co-creation, especially on the WWB, where costs are minimizing. Originality/value The research’s value stems from fact that there are few existing studies on the ways to engage customers in value co-creation. Moreover, these studies, contrary to the present research, are largely theoretical and either have no direct applicability or are limited to a single case.

Sviluppo economico ed infrastrutture: un’analisi empirica delle Province italiane*

Obiettivo del paper : L’articolo offre un’analisi strategica del sistema impresa-territorio delle infrastrutture economiche nelle Province italiane. Metodologia : Lo studio si avvale di un sistema informativo realizzato attraverso l’integrazione dei data-base dei principali Istituti di ricerca Statistico-Economica. Un cruscotto di indicatori, l’analisi delle componenti principali e la local indicators of spatial analysis integrano opportunamente il modello offrendo interessanti spunti per le azioni di governance del territorio. Risultati : Individuazione di mappe di competitivita/vulnerabilita del territorio. Limiti della ricerca : Difficolta nel ridisegnare la trama dei rapporti tra enti locali, imprese ed istituzioni finanziarie radicate nel territorio. Implicazioni pratiche : Stimolare la riflessione dei policy maker. Originalita del lavoro : Il lavoro si configura come una proposta originale: da un punto di vista metodologico, attraverso l’implementazione degli strumenti a disposizione della strategic management research; per i risultati scaturiti dallo studio del territorio preso in esame.

Neuromarketing in Customer Behaviour—Customers’ Diencephalic and Mid-Brain Implications in Purchase Dynamics

Traditional methods of marketing (via focus groups, market research organisations and so on) have numerous limitations; these are mainly related to the degree of subjectivity of consumer responses, which often prevents measurement of the effects of marketing communication on them. The objective of this chapter is to highlight the influence that a new line of marketing—neuromarketing—has on consumer decisions, allowing managers to directly understand the thoughts, emotions and intentions of consumers. Going beyond a description of the concept of neuromarketing proposed in the literature, the chapter details the parts of the brain on which advertising messages act, thus highlighting the impact of neuromarketing on consumer choices. The results of the research highlight the positive effects of neuromarketing on the measurement of consumer behaviour, providing important theoretical and managerial implications.

A descriptive framework for an excellent social accountability

Despite the creation of several guidelines for social accountability, there is not a model able to describe how a social accountability document should be. This paper aims at proposing a framework of characteristics for excellent social reports, useful for those organisations that choose the path of social accountability. After a review of literature on the typologies and features of this kind of accountability, the paper analyses the Italian social accountability awarded in the period 2012-2015. Research findings show how the benchmark documents are all characterised by high standards of communication while a more diversified scenario can be emphasised for the standards of content. Despite this paper is only an explorative study, it could represent a good guideline towards excellence in social reporting and could provide suggestions for their development.