Silvia Ranfagni

Exploring brand associations: an innovative methodological approach

Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching. Findings – The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes tha...

Integrating country‐of‐origin image and brand image in corporate rebranding: the case of China

Purpose – The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted to develop the new market, and what impact they achieve in terms of commercial and economic results.Design/methodology/approach – The research is based on the analysis of the cases of Alpha and Beta. Alpha is a multinational company specialized in the production of chocolate, while Beta is one of the worlds largest companies in the tyre industry. These cases are emblematic for the way the two companies combine brand attributes and country image attributes.Findings – The case analysis shows that: initially in the corporate rebranding strategy defined in China, brand image is created independently from the country image; the impact of the integration on brand attitude is sought by producing a cross‐fertilization between the meaning of brand attitude and of country image attitude; the level of i...

Time in business-to-business interactions. A case analysis in textile and clothing

The article analyzes the role of time in business network interactions. Its main aim is to examine time issues and fill a research gap regarding different market models and different concepts of time. The methodology used is a case study to investigate a focal interaction in the fashion industry, between a firm considered to be the focal company, a luxury clothing manufacturer, and one of its main suppliers. From the research, two concepts of time emerge with regard to business networks: time as a product and time as a process. Combining literature and case analyses, it derives a correspondence between time as a process and interaction as adaptation, and time as a product and interaction as exchange. The findings of this study point to the need for further studies on time in business networks.

Creative networks in Florence and Paris: empirical results on project networks

This article addresses the topic of creativity at the geographic territory level from a network perspective. Its objective is to propose an innovative representational model of creative networks in geographical territories that is suitable for analyzing the process of the management of creativity. This model aims to go beyond the boundaries of the creative industries (Florida, 2002; Stolarick & Florida, 2005) by identifying specific territorial networks with creative content. The new perspective adopted is based on the construction of project networks (Ramos & Ford, 2009). In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naudé, 2007). Some managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their network position and their contribution to creativity generation. The empirical research involves the territories of Florence and Paris, which historically have been distinguished by creativity. These territories are analyzed with a focus on high symbolic value goods. The methodology is based on face-to-face in-depth interviews with 10 network mobilizers. Through the perceptions of these network mobilizers, 15 project networks have been discovered. These project networks have been recreated based on the network picture (Ford & Redwood, 2005) outlined by the same mobilizers. The approach of this article is to focus on the creative content of the network interactions, rather than on the analysis of phenomena correlated with actors in the creative industries (Cooke & Lazzeretti, 2008; Lazzeretti, Boix, & Capone, 2008) linked to a territory. The perspective adopted in the model is based on the construction of project networks (Ramos & Ford, 2009), that is to say networks in which several actors participate, with the aim of realizing a specific, shared project. In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naudé, 2007), that is, those particular actors who assume the position of network activator through the process of mobilization of activities and resources. The main theoretical result of the research is the generation of an innovative model for representing creativity at a territorial level that integrates a mainly qualitative analysis perspective together with quantitative tools. Some relevant managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their specific network position and their contribution to creativity generation. It leads to a more acknowledged development of network relations, where actors increase their capabilities to shape a set of activities and resources to share within the network in order to strengthen creativity. The empirical research refers to the territories of Florence and Paris, which historically have been distinguished by creativity. In both territories, potential network mobilizers have been identified by the authors. Through the perceptions of these network mobilizers, project networks with potential implications for the Florentine and Parisian territories have been discovered and investigated. These project networks have been individually recreated based on the network picture (Ford & Redwood, 2005) outlined by these same mobilizers. The methodology is based on face-to-face in-depth interviews with 10 potential network mobilizers. Amp;#x672c;文讨论的主题是从网络角度来看区域水平的创造性；其目的是提出一个创新的代表性创意区域网络模型，适合分析创意管理的过程。 其目的是用创造性内容确定特定区域网络，超越创意产业的界限 (Florida, 2000, 2002; Stolarick & Florida, 2005)。本文的方法是关注网络互动的创意内容，而不是分析创意产业中的参与者和区域的现象。(Cooke & Lazzeretti, 2008; Lazzeretti, Boix, & Capone, 2008)。 在模型中采用的角度是基于目标网络的结构 (Ramos & Ford, 2009)，也就是说一些参与者参与到网络中，实现特定的目标共享。为了识别以地域为基础的创造性的目标网络，作者利用网络动员的概念 (Mouzas & Naudé, 2007)，也就是把特别的参与者假定为网络活化剂的位置，通过活动和资源的动员过程。 相关管理影响来自于所提出的模型。参与者参与到区域网络中提高能力，从而了解他们特定网络位置和他们的贡献。它得出一个更受认可的网络关系发展，参与者提高他们的能力去塑造一系列的活动和资源，从而为了强化创造力在网络内部分享。 本实证研究指的是在历史上就有着卓越创造力的佛罗伦萨和巴黎。在这两个区域中，作者确定了潜在的网络动员。通过这些网络动员目标网络发现了对佛罗伦萨和巴黎区域的亲在影响；这些目标网络已经基于网络图片单独重建 (Ford & Redwood, 2005)，概述了相同的动员。该方法是面对面的深入访谈10位潜在的网络动员。通过网络动员的感知，15个目标网络被发现对佛罗里达和巴黎区域有着潜在的影响。

Creation of Fashion Trends and Role of the Bureau de Style for Textile Innovation

Abstract The aim of this paper is to examine the bureaux de style as producers of fashion trends and their interactions with textile firms in order to analyze their contribution in terms of knowledge and of competence to textile innovation processes. The business relationships for innovation has considerable current importance in the textile sector. Although this industry is considered mature, product innovation, based on the generation and exploitation of fashion trends, represents a fundamental strategic option to face the increasingly competitive pressure. From a theoretical point of view, the achievement of our research goals has led us to analyze the scientific paradigms of knowledge generation and of cognitive networks as conceptual frameworks. As to knowledge generation we focus on constructivism, which considers the creation of knowledge as a generative act (Weick, 1995; Starbuck and Milliken 1988; Westley 1990; Louis, 1980; Griffith 1999; Drazin et al. 1999). In other words knowledge is not just a revelation of an objectively given situation; its generation means creating a reality and actively influencing the surrounding circumstances, which it contributes to shaping (Von Glasersfeld, 1981). According to this approach the process of knowledge generation can be subdivided into the three specific stages: a) activation of the environment; b) selection of environment on the basis of the search for causal linkages; and c) retention of the constructed environment. Portions of potential knowledge are identified in the environment that can take form and be built as a subjective act. The constructivist approach is opposed to the cognitive approach , which considers knowledge as a representation of a world, outside the subject; this is because the object of thought processes is consists of symbols and situations which are structured by encoding and elaborating information. In connection with the cognitive network (Schwenk, 1988; Lektorskii, 2010), we introduce the concept of relations as way of sharing and exploiting knowledge to generate product innovation. In particular relations among firms can favor the exchange and sharing of cognitive resources, producing a co-evolution of their own learning processes and product innovations. Studies in management literature analyze the cognitive contribution to innovation deriving from subjects (customers, distributors, suppliers) belonging to the same inter-organizational network (Cooper and Kleinschmidt 1987; Von Hippel, 1988, 2011; Jones and Ritz 1991; Rangan, Melvyn and Mayer 1992; Clark and Fujimoto 1991; Leonard-Barton, 1995). Other studies highlight how the development of innovation also implies an analysis of the sources of knowledge internal to the firm. A firm in order to produce innovation, has to assimilate the external stock of knowledge and combine it with its competence, thereby producing new knowledge (Mahajan and Wind, 1992; Workman, 1993; Griffin and Hauser, 1994; Pisano, 1994; Bruce and Morris, 1995; Davies-Cooper and Jones, 1995; Williams and Smith, 1990; Axelsson and Håkansson, 1990). In this perspective, the process of new product development is encouraged by the integration of knowledge between an inter-enterprise network and an intra-enterprise network, which can considered in the various functions of the firm (marketing, research and development, production, purchasing). Resting on these theoretical frameworks, our empirical analysis focuses on the processes of knowledge generation produced by the bureaux de style. In particular we examine a) how the bureaux de style produce knowledge to generate fashion trends; b) the interactions between bureaux de style and textile firms in the sharing and production of fashion trends; and c) the contribution of these interactions to textile product innovation. In a relational perspective the bureaux de style constitute part of the cognitive network for innovation in textile firms; they produce creative knowledge that can influence the realization of seasonal collections. Our study is both exploratory and original: in the management literature in fact, specific studies on the bureaux de style and their role in the fashion sector have not yet been carried out. Our work is based not only on the study of the literature and an analysis of the results of research on this topic, but also on primary sources consisting of information gathered through interviews with four important bureaux de style in France and Italy, which, in the opinion of Italian textile manufacturers’ associations, are considered to play a major role in trend generation.

Beyond Appearances: The Hidden Meanings of Sustainable Luxury

The notion of sustainability has become increasingly pervasive. It is affecting even luxury sectors where companies attracted by the economic advantages of the green economy develop business models based on sustainable supply chains. Thus, sustainability and luxury, although apparently distant concepts, seem destined to coexist. Their combination appeals to those fashion consumers who, inspired by conscientious consumption, materialize even in luxury goods their sense of environmental and social responsibility. Hence, the importance of investigating what makes a luxury brand sustainable. The aim of this chapter is to identify the dimensions that characterize sustainable luxury and, thus, the sources of the dialogue between luxury and sustainability. The analysis is focalized on four Italian cases (Loro Piana, Gucci, Zegna, and Brunello Cucinelli). Based on the collection of secondary data, it compares company-dominated data (Websites, interviews, etc.) with consumer-dominated data (fashion blogs) by using the text-mining technique. The emerging information produced for each brand has driven us in the interpretation of the individual cases. The main findings show that a sustainable luxury brand is marked by a quality-based ideology, measures itself against a community setting, creates by integrating manual skill with technology, and is part of institutional and political relations. Thus, ideological, community, political, and creative dimensions compose a sustainable luxury. These dimensions suggest that the dialogue between sustainability and luxury unfolds around the features of rigour, perfection, sharing, flexibility, and independence. All these features can be seen as values that a luxury brand should embrace if it decides to turn to sustainability.

Buyer-seller interaction in facility services

Purpose – The purpose of this paper is to focus its attention on the analysis of buyer-seller interactions in facility services. In particular it proposes to investigate the interactions Italian municipalities develop with sellers involved in facility services outsourcing and to evaluate how scientific contributions on business service (filtered through Service Dominant Logic) are constitutive paradigms of the interactions investigated. Design/methodology/approach – The investigation is based on 15 case studies of small and medium-sized municipalities that are built on in-depth interviews with technical staff who, together with the mayors, perform the role of facility managers. Results from case studies are triangulated with secondary data and observations emerging from focus groups. Findings – The research reveals paradoxes in the outsourcing processes of business services implemented by the public organizations analyzed. From these paradoxes it derives that the outsourcing of facility services in Italia...

An interdisciplinary method for brand association research

Purpose – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online communities. Design/methodology/approach – The paper reviews key scientific contributions in the area of qualitative marketing research. Drawing from this theoretical background, the authors then propose the integration of digital ethnography (a qualitative approach) with quantitative text mining as an innovative approach to gain insights into perceptions of brand associations among online consumers. Findings – The paper contributes to a greater awareness of both limitations and new perspectives in relation to qualitative market research, while suggesting innovative paths for future research. Practical implications – The new methodological approach described can be used to better understand brand knowledge based on consume...

Guanxi and distribution in China: the case of Ferrero Group

This paper aims to analyze how guanxi-based business relations impact on distribution choices of foreign companies entering China. In particular, it investigates the influence of guanxi on decisions regarding both the organization of distribution channels and the management of distribution channels. It emerges that from an organizational point of view guanxi-based business relations may favor interdependence, low integration in the channel relationships, and foster multichannel choices. From a management point of view, guanxi may reduce the control of local partners over channel, create coexistence between conflict and collaboration in the channels relationships, and favor unmediated communication. The authors examine the emblematic case of Ferrero, a well-known Italian multinational company, specialized in chocolate production, which began to develop its entry strategy in China more than 30 years ago.

Cognitive source and clothing retail

Purpose – The aim of this paper is to analyze the role of market knowledge embodied in sales outlet management and in particular to investigate in a static way the role of cognitive sources in relation, to the structural characters of the retail enterprise and its sales outlet on the one hand (the latter understood as a commercial product), and to performance (expressed as revenue achieved by the sales outlet) on the other hand.Design/methodology/approach – The survey and the results presented in the paper were carried out by administering a structured questionnaire to a sample of over 800 sales outlets located in the historical town centres of Florence and Prato and surrounding areas. This method analyzed the relations between the structural characters of the retail enterprise and the sales outlet, and also the relations with cognitive sources expressed in terms of activities, enterprise behaviour and performance. The theoretical model of reference tested is based on the relation between structural chara...