Sara Tessitore

Eco-innovation and competitiveness in industrial clusters

The article aims to investigate the presence of a correlation between eco-innovation and competitiveness within districts. The case analysed in this article is based on a study concerning a sample of 54 Italian industrial clusters entitled ‘eco-districts’ that has compiled a list of the most eco-efficient districts at the national level. After selecting two districts operating in the same productive field, this study assesses the economic performance of the last three years through the analysis of trends in four indicators: number of enterprises, employment, production and export. The results show that only in some cases there is a connection between eco innovation and competitiveness.

Strategies and approaches green advertising: an empirical analysis of the Italian context

Advertising is a key-tool for marketing communication and is able to strongly affect consumer choices. The aim of this study is to analyse the dissemination and characteristics of green advertising in Italian newspapers between 2007 and the first half of 2008. The article focuses on the identification and assessment of different ways to emphasise environmental issues in advertisement, and to qualify the different characteristics of a ‘green message’. In addition, a cluster analysis is applied on the collected data, classifying messages into four ‘categories’ that are associated with a different green communication strategy. The results show that the use of environmental information in advertising has increased quantitatively and qualitatively when compared with similar previous studies carried out in Italy. Several suggestions for the setting of a green marketing strategy clearly emerge from the analysis of our clusters.

The link between environmental and economic performance: evidence from some eco-innovative industrial clusters

The research aims to investigate the presence of a correlation between eco-innovation and competitiveness within districts. The case analysed in this article is based on a study concerning a sample of 54 Italian industrial clusters entitled ‘Eco-Districts’ that has compiled a list of the most eco-efficient districts at the national level. After selecting eight districts, this study assesses the economic performance of the last three years through the analysis of trends of four indicators: number of enterprises, employment, production and export. The results show that only in some cases there is a connection between eco innovation and economic performance.