Renato Fiocca

Account portfolio analysis for strategy development

Abstract This article proposes a method of composing and complementing industrial marketing strategy. A new approach to industrial marketing strategy is presented. It has the customer as the core of the analysis and considers some of the most important elements of industrial marketing, such as derived demand and buyer/seller relationships. This new approach, called account portfolio analysis, offers some indications to industrial managers and scholars for the analysis of marketing strategies tailored expressly for industrial companies.

A value perspective on relationship portfolios

As portfolio models have evolved in the area of business marketing scholars have turned their attention from traditional product-based and transaction-oriented portfolios to portfolios based on business relationship considerations. However, the conceptualization of relationship portfolios has remained vague, and the applications of these analyses in business practice are quite limited. In a parallel stream of studies, the Industrial Network Approach (INA) has increasingly explored the concept of relationship value and highlighted the need to take into consideration the interdependent and dynamic features of business relationships as well as the phenomenological and situational nature of value perceptions. Although judgements in terms of relationship value applied to a set of business relationships are foundations of portfolio investment decisions, the connection between the two streams of research has not yet been explored in depth. This study introduces five critical elements of relationship value stemming from INA that have important consequences for business relationship portfolio management. Developing the concept of Relationship Value Portfolio provides the foundation for a discussion about the need to integrate the two fields of research – namely, relationship value and relationship portfolios – into a more grounded conceptual framework. This framework allows for propositions to be developed, which contribute to enriching the theoretical debate on both streams while offering important implications for managerial practice.

Dimensioni di attrattività della città e implicazioni di marketing. Una ricerca sulle percezioni dei potenziali cittadini

L’articolo si focalizza sul tema dell’attrattivita di una citta e del suo territorio su scala internazionale. L’obiettivo e quello di riflettere su quali dimensioni e quali fattori critici di successo i decision makers debbano lavorare. La tematica viene inserita in un contesto specifico, attraverso la presentazione dei risultati di un’indagine percettiva realizzata sulla citta di Milano nel periodo 2009-2010. L’analisi - effettuata su 2000 cittadini non residenti (1000 italiani e 1000 stranieri) - porta in evidenza interessanti implicazioni di marketing e dimensioni di attrattivita agli occhi dei potenziali cittadini di Milano che nei prossimi anni vedranno il sistema territoriale milanese trasformarsi in modo significativo.

Il viaggio dello shopper nel punto di vendita

In the marketing theory and practice its well known how difficult is to understand and forecast customer behavior in the point of sales. The funnel to selling is overcome in explaining buying and shopper behavior by a more useful approach, like the consumer decision journey which represents the real behavior a customer has in buying process. Never-the-less a black hole remains unknown: what happens when the customer is in front of the shelf? Which forces drives a brand switching? Is brand loyalty under pressure due to the in store promotion activities? All these questions deserve a particular attention, due to the dangerous position even leader brands have in the last mile of the customer journey. This article based on the results of a number of empirical researches and experiments helps manager and researches in understanding the real behavior of the shoppers in front of the shelves.

Alcune riflessioni su quanto c'è di filosofico nel decidere d'impresa

Its widely recognized that management decision making is based upon philosophical basis and stream. However few papers try to discuss the relationships which connect management, markets and firms to philosopy. In this «provocative» article the Author try to describe the basis of the philosophical thought and how it is related to the modern management thinking and behaviour.

Relazioni, risorse e allineamento continuo al mercato

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