Patrizia Battilani

The use of social networks in marketing: the Italian co-operative experience

Purpose – The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social network approach, which was mainly used by cooperative enterprises. Focussing on the case study of the Granarolo co-operative, the paper discusses the social network method of marketing as it emerged during the 1950s and 1960s in Italy. Design/methodology/approach – The research draws on different types of primary sources, including co-operative business records, interviews, publications, newspaper articles and advertisements. Findings – In the age of mass consumption, the Granarolo co-operative developed an original marketing strategy based on social networks. This strategy can be considered a kind of community brand based on shared values pre-existing to the brand itself and a kind of viral marketing put in place before the electronic revolution. Research limitations/implications – The research focusses on the Granarolo case study...

Co-operatives (1951–2001)

Taking an historical perspective, this unique book highlights the evolution of the many diverse forms of business enterprise, and discusses the contribution of these different types of firm to the economic growth of Italy.

How to cope with dissonant heritage: a way towards sustainable tourism development

ABSTRACT The UNESCO World Summit at Johannesburg in 2002, can be considered a watershed moment for promoting cultural diversity and defining cultural sustainability. Involving community residents is often regarded as best practice when fostering sustainability, though dissonant heritage problems may arise. We connect the issue of dissonance with contrasting interpretations of the past, specifically in the context of promoting heritage places linked to ideologies that are contrary to the principles enshrined in the Universal Declaration of Human Rights. We focus on buildings constructed during the interwar years in Predappio and Forlì, which are closely tied to Italian dictator Benito Mussolini, and now represent an “ambivalent and largely unwanted past”. Using a LISREL (Linear Structural Relations) model to analyse residents’ attitude towards tourism around these dissonant heritage sites, we show that without a proper cultural policy as the creation of the European cultural route named ATRIUM (Architecture of Totalitarian Regimes of the 20th Century in Europes Urban Memory Route), residents view tourism unfavourably, rendering it unsustainable.