Marco Cioppi

Decision-maker characteristics and international decisions for SMEs

Purpose – The purpose of this paper is to explore how characteristics of decision-makers influence internationalization strategies within small and medium-sized enterprises (SMEs), with a particular focus on the strategic decision-making process (SDMP). Design/methodology/approach – This work is based on a sample of 165 decision-makers of SMEs, using hierarchical multiple regression to examine the relationship between the dimensions studied. Findings – The results of a regression analysis suggest that decision-makers tend to follow a more rational SDMP depending on their education level and risk attitude, and the firm’s past international performance. At the same time, the political behaviour of the decision-maker emerges as a character associated with their risk attitude and need for achievement, and it is negatively influenced by age. Originality/value – This research contributes to the growing literature on SMEs, combining the field of analysis of SDMP with that of international strategy. Moreover, unl...

Social media as a resource in SMEs’ sales process

Purpose The purpose of this paper is to explore the impact of social media (SM) adoption in upgrading and innovating selling processes by small- and medium-sized enterprises (SMEs) facing complex and rapidly changing market scenarios. Design/methodology/approach To achieve this goal, the paper undertakes an exploratory case study of Gamma, a mechanical company, by actively using SM to start and open a new market. The case-study is analyzed through the industrial marketing and purchasing (IMP) approach, which emphasizes the role of interaction and the interdependencies of resources. Findings The adoption of SM resources helped Gamma to tap into new markets and thus survive and face the downturn of its original market. SM displayed its effects in combination with other resources: a simple and not expensive machinery, capable human resources, effective production and logistical resources. SM represented a strategic resource to implement an effective business networking effort. Originality/value This paper provides novel empirical evidence and conceptual development over the role of SM as a resource in SMEs’ sales processes, using the IMP perspective on combination and development of resources.

Trends in Collaborative Research in Italy–the Role of Public Laboratories and Policy Implications: Case Studies from the Biotechnology Sector

Through the findings of a set of case studies of public research laboratories in Italy, this paper examines the extent to which the political objective of improved integration of public scientific research into the social system in Italy has been achieved. Two findings are highlighted: (1) the objective has only partially been achieved because of barriers within the public institution responsible for the management of these research programmes (especially the culturally defensive position of the academic community against the development of closer and stronger links with industry); (2) there is a continuing conflict between the priorities of the quality and the transferability of research. In practice, the degree of success in the transfer of results seems to be dependent on the particular mix of professional competencies, collaborations with external researchers, and the quality of the links with industry in the laboratory conducting the research programme. The authors consider the ways in which (and the extents to which) laboratories are adapting their working methods in the context of the need to achieve better relationships with industry. They also examine the degree of success in transferring research results into commercial applications. In conclusion, they suggest policy measures to improve the efficiency and effectiveness of public-sector research programmes.

Experience Logic: The New Challenge for Trade Fairs

The present chapter applies the experience logic to the trade show (TS) sector by analyzing the role of the different stakeholders’ categories (exhibitors, organizers, visitors) in the transformation of trade shows into interactive and experiential platforms. Based on the complexity and the multiple facets characterizing the phenomenon of TSs, the starting objective of this work is to outline, through a review process, the main trends emerging from the recent (2010–2017) business and management international literature devoted to trade shows (TSs) and trade fairs (TFs). In the second part of the chapter, attention is focused on one of the trends identified in the literature review (i.e., the growing importance of the entertainment and experiential component in the TS management), and the main tasks, performed by the different categories of TS actors, are explored by discussing the review’s outcomes. The results of this work make different contributions to TS literature (identification of recent trade show papers, systematization of their main research focuses, and construction of a possible framework of synthesis) and to business management (identification of the main roles and tasks each category of TS participants is called to play in order to stage the trade fair experience).

Web atmospherics as drivers of shopping centres’ customer loyalty

Purpose The purpose of this paper is to analyse whether and how the website atmosphere (WA) of a shopping centre affects the behavioural loyalty of customers towards physical shopping centres. A mediating variable – individual shopper motivation – is considered in assessing this relationship. Design/methodology/approach The research hypotheses were tested using a partial least squares – path modelling approach to structural equation modelling on a sample population of 438 individuals. Findings Online atmospherics, particularly concerning the social/relational attributes of the WA, positively affect the behavioural loyalty of customers towards physical shopping centres. Moreover, recreational motivations strengthen this relationship more than functional motivations do. Research limitations/implications The sample investigated is limited with regard to diversity, age and gender. Future research can use a more representative sample to improve the findings’ relevance and generalisation. Also the development of a scale of measures for the shopping centre customers’ motivations is worthy of interest in future studies. Practical implications Recognising the importance of web atmospherics’ significant impact on customer loyalty should encourage shopping centre managers to develop effective website and online communication programmes. Originality/value Extant studies have paid little attention to the relationship between WA and customer loyalty to the physical shopping centre. This study investigates this relationship, combining the online and offline perspective into an overall research approach. Moreover, it contributes to the research on website management in the shopping centre context by providing a comprehensive analysis of WA, whereas previous studies have mainly focussed on one or a few atmospherics.