Maria Giovanna Confetto

Financial resources and corporate reputation

Purpose – The purpose of this paper is to identify convergent elements between corporate reputation and financial resources. The paper seeks to draw parallels between corporate reputation management and corporate financial management in order to define common management principles.Design/methodology/approach – In this paper, the analogy‐based approach is used to identify similarities in the functions and risks between corporate reputation and financial resources. This approach is the prerequisite for defining common management principles.Findings – The paper proposes some arguments in favour of common functions and risks thesis of corporate reputation and financial resources. The finding of common functions and risks opens the way for an analysis of common principles in corporate reputation management and corporate finance management.Research limitations/implications – Cross‐fertilization between corporate communication and reputation and corporate finance can encourage effective evolution over time of th...

Destination competitiveness and museum marketing strategies: an emerging issue in the Italian context

Abstract The aim of this paper is to inform the development of effective marketing strategies for provincial Italian museums. Being long-standing organisations, the characteristics of museums are deeply rooted within the context where they are located. As such, they must reflect an awareness of the location in which they are situated. With this in mind, we investigated the multifaceted nature of major Italian museums, located in a range of different provinces that had different degrees of competitiveness. We explain these variations in competitiveness by means of a descriptive analysis, in which we report on the most popular Italian museums and the levels of competitiveness in the province in which each museum is located. It is possible to categorise the most popular Italian museums in terms of those that are extreme outliers and those that fall into clusters. The differences in the number of visitors and the levels of competitiveness in the Italian provinces where the museums are located indicate that specific marketing strategies are warranted for the museums investigated, as determined by whether they are extreme outliers or part of a cluster. Marketing strategies for museums that are based on an analysis of the number of visitors and the degree of competitiveness of the province concerned have not been previously investigated. By using a novel approach of this kind, we present a preliminary attempt to develop strategies that are appropriate to the Italian context.

Museo e tecnologie digitali: profili professionali emergenti

Il paper si propone di individuare alcune figure professionali emergenti in ambito museale, conseguenti all’introduzione delle Information and Communication Technologies (ICT). L’esiguita dei riferimenti bibliografici e delle indagini disponibili in materia ha suggerito il ricorso a varie fonti alternative per reperire informazioni utili sul tema: precedenti esperienze di classificazione dei profili ICT e una rassegna delle piu recenti offerte di lavoro e job descriptions relative al settore in esame. E stato cosi possibile individuare nove profili che, per competenze e funzioni, possono guidare le istituzioni museali nel complesso processo di integrazione indotto dalle nuove tecnologie. This paper aims to identify emerging professional roles within the museum context, related to the introduction of Information and Communication Technologies (ICT). The existing shortage of bibliographical references and gaps in previous studies available on this specific subject, have suggested using different analysis of contexts and sources in order to gain useful information. Thus, to reach the aim of the paper were chosen different evidences concerning: previous experiences in classification of ICT professional profiles and an overview of the most recent job offers and job descriptions relating to museums. Following this path, it was possible to identify nine job profiles, which, considering their duties and functions, provide insights for museums’ managers in the complex process of integration set by new technologies.

The role of physical metaphors for decision-making in integrated corporate communication

Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels. Research limitations/implications The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses. Originality/value The paper shows that while scholars have concurred that ICC is crucial for different type of organizations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC.

Dual marketers and sustainability communication. Empirical evidence from corporate websites

Although companies frequently sell to both end-consumers and business customers, the practice of dual marketing has been scarcely studied in the marketing literature. Despite the increasing interest in corporate sustainability, no studies have provided systematic observations regarding these types of companies and their sustainability communication activities. Drawing on a thorough review of the literature, this article aims to fill this gap with an empirical contribution focused on evaluating whether dual marketers adopt appropriate sustainability communication in the digital context. Using the OSEC model, the corporate websites of 174 companies included in the Dow Jones Sustainability Word Index (DJSWI) 2015 were assessed. Our findings revealed a positive outlook, highlighting a significant commitment to sustainability disclosure. However, they show a pragmatic approach to legitimacy, as they are not strongly characterized by a strategic orientation and do not show a strong commitment to stakeholder interaction and engagement. These results provide indications for helping dual marketers improve their digital sustainability communication.