Paola Signori
Paola Signori is Associate Professor in Marketing and Supply Chain management at the University of Verona, Italy. Her research in the past 20 years has focused predominantly on content domains of supply chain management (business-to-business relationship management, sustainability) and marketing (digital and social media marketing, networks and corporate identity management). Her numerous research projects have a common scope to understand and measure B2B relational dynamics in different global network structures (vertical, horizontal or complex) under different contexts and scenarios. Her background on supply chain management, risk management, relationship marketing, sustainability and social media marketing are now linked together to highlight strategic and operational constraints, limits or barriers, to try to help practitioners to be more resilient and sustainable in their decisions.
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prodotti o sembra essere comunque indispensabile per comprendere il concreto agire delle imprese. L’economia della discussione in relazione all’obiettivo indicato ci induce a dare per nota tutta una serie di concetti ed elementi di marketing, mentre ci limiteremo ad accennare solo di
passaggio alla collocazione del “posizionamento” all’interno delle sue teorie.
potentially change an enterprise message, increasing it or simply replicate it in a different channel. In order to better understand this, we have tried to match the theoretical framework about online communities and WOMM to the one related to the communication process analysis. The purpose is to define an analysis model of the communication process which also considers the main C2C signals. This conceptual paper aims to offer a new framework about communication audit; to suggest new tools to identify whether online communities have an
impact on brand/product perception (Communication Radars) and finally, to define adequate communication indicators which evaluate the impact on communication flows (Communication Prism)
Design/methodology/approach: Seventeen employees from ten Italian wine producers were interviewed using a grounded theory approach to determine how they are dealing with the current economic conditions and competitive landscape.
Findings: Leaders of successful Italian wineries, those large and small who achieve sustainability in the face of intense competitive pressures, engage in detailed assessments of the marketplace and adopt specific and focused strategies to become resilient. Two discovered in this study include (1) focusing what it means “to be Italian” as in culture and history and (2) adapting to the marketplace and innovating.
Practical implications: The research offers prescriptive marketing strategy for wine producers to become and/or remain sustainable.
Metodologia. Grazie all’applicazione di un approccio multidimensionale tipico della ricerca sociologica, è stata svolta un’osservazione sistematica dei contenuti pubblicati su profili Fb di un panel di marche selezionate. I dati raccolti sono stati interpretati attraverso lo schema quadri-funzionale AGIL di Parson.
Risultati. Dallo studio emerge che la comunicazione sui social network, realizzata dai brand, è carente di alcuni fattori di adattamento alle dinamiche d’interazione proprie dell’e-media scelto. Si sono riscontrate, invece, caratteristiche tipiche di tecniche di comunicazione e promozione di marketing di tipo tradizionale offline.
Limiti della ricerca. Sebbene la letteratura di riferimento presenti alcune ricerche in ambito sociologico che si avvalgono dello schema quadri-funzionale AGIL, a tutt’oggi la sua applicazione all’analisi della comunicazione della marca online ha un carattere ancora sperimentale.
Implicazioni pratiche. Dalla ricerca emerge con chiarezza la necessità, per i brand, di un orientamento relazionale più efficace e coerente con il nuovo contesto “social” online.
Originalità del lavoro. Lo studio si avvale di una metodologia multidisciplinare, adottando tecniche di analisi proprie della sociologia relazionale e del marketing relazionale, offrendo un’integrazione metodologica volta a colmare la mancanza di un paradigma univoco e una letteratura a tutt’oggi non integrata sull’argomento.
The first research phase, an exploratory CAWI survey, was conducted to understand emerging market relationship orientations in a particular industry: kitchen furniture industry is global, characterized by high levels of customization and service in global markets, where intangible aspects of relationships are always considered fundamentals. All members of the main Italian furniture association (56 companies) have been invited to fulfill a questionnaire, with a 70% response rate. A second qualitative research phase relied upon in-depth interviews, with twelve top managers from eight companies of the first sample (digitally recorded and transcribed). Interpreting overall data with cross-case and cause-related effect analysis applying Ishikawa’s fishbone technique, a useful tool for identifying barriers to success, this research suggests some IRMEM theoretical drivers.
Research findings highlight main knots to effective international relationship marketing, in particular in emerging markets, and connect those barriers to potential causes. A clear identification of cause-related effects can drive practitioners to improve their relationship skills and avoid critical problems.
Keywords: International Relationship marketing, emerging markets, barriers, intangibles
Design/methodology: A qualitative study of 166 individuals, including 99 in-depth interviews, from 153 wine industry firms from nine regions around the world was conducted over the course of four years to determine marketing and supply chain strategies. Data consisted of depth interviews, organization documentation, website information, operation observations and photographs. The data were analyzed using accepted practices from grounded theory and ethnography.
Findings: Data interpretation revealed four overarching strategic brand positioning options (innovative, modern, traditional, and classical), each of which could be communicated via one or more of 16 controllable variables or characteristics (5 marketing processes, 2 supply chain management processes, winery operations processes, 5 product characteristics and 3 organizational characteristics). Beyond this, managers experience tension as they attempt to make choices related to these four options, some of which may seem diametrically opposed to each other.
Practical implications: This study offers a means for wine brands to diagnose their positioning efforts and better determine the cohesiveness of their brand positioning efforts and stories.
By doing so, we contribute to the discussion in online content analysis depth and analysis methods and represents one piece of a larger research project examining the quality of erelationships as expressed through online content.
Deeper insights into how clustering actually occurred was needed to determine the usefulness of alternative models. The emergent model consists of two content domains driving marketing strategies, each with eight dimensions, (1) the nature of clustering and (2) leaders’ mental orientations.
This article reports findings on forces constraining sustainability innovation from an ongoing six-year investigation into global contemporary wine marketing and sustainability.
This inductive study, with theory-building grounded theory and phenomenological data collection, has been conducted relying upon a large number of in-depth interviews and using traditional interpretive trustworthiness criteria to ensure valid data were collected and the best interpretations developed.
Executive perspectives from wineries of seven countries yielded insights to the notion of constraints to sustainability innovations and why, in some cases, making progress is difficult.
This paper reports on the survey test aspect of a mixed method project conducted in the global wine industry. The research design relies on a previous qualitative study where we proposed a model for the nature of business clustering to develop a multi-item survey. The new questionnaire tests the validity of eight dimensions of clustering (Being True to Ones‟ Core Business; Clarifying Motivations to Cluster; Determining Rules and Guidelines; Reconciling Collective Needs/ recognizing unique needs; Reconciling Collective Needs/international presence needs Determining Member Characteristics; Managing the Dynamics of Cluster Membership/ dynamics; Managing the Dynamics of Cluster Membership/alignment; Recognizing Drawbacks and Limitations) and outcome variables (three dependent variables: enhanced own organization‟s marketing strategies; Improved international presence; Improved regional awareness).
This study aimed to validate the scale items and demonstrate construct relationships to business performance measures. Although refined from the initial item pool through this scale development process, the final scales appear somewhat generalizable, able to be used by researchers in a variety of industries. Managers can use this instrument to examine the aspects of their own network relationships as they relate to marketing strategies and regional awareness. This is a cross-sectional survey conducted only within one industry, thus findings may be limited by time and context. Future research ought to extend the generalizability we implied as well its stability over time.
Design/methodology: A qualitative study of 112 wine businesses from thirteen regions around the world was conducted over the course of six years to determine sustainability practices. Data consisted of depth interviews with wine business managers, organization documentation, website information, operation observations and photographs. The data were analyzed using accepted practices from grounded theory and content analysis to examine how the dimensions of sustainability are practiced.
Findings: Few participants practiced the comprehensive triple bottom line; the majority were focused on financial sustainability of their company and a large percentage were concerned with both financial and environmental sustainability. Applying legitimacy theory, we found that companies influenced by moral legitimacy motivated practice of more comprehensive sustainability, whereas pragmatic and cognitive legitimacy drove the practice of more specific (single) dimensions of sustainability.
Practical implications: Our findings suggest that the comprehensive sustainability perspective is not prevalent in the wine industry, primarily due to a lack of attention to social sustainability. The primary driver for the triple bottom line is moral legitimacy, or the internal desire to “do the right thing”. Customers have a great deal of power in influencing company behavior; therefore they could play a role in moving the industry toward the triple bottom line
L'obiettivo di ricerca ha mirato a verificare l'esistenza, e/o la possibilità di attuazione, di modalità organizzative e collaborative volte ad aumentare il coordinamento e le sinergie tra gli operatori pubblici e privati, turistici e non, e fra questi e i servizi e i fattori di attrazione del territorio veronese. L'analisi del contesto socio-economico e turistico ha evidenziato le potenzialità di sviluppo di prodotti evoluti, sia per il fertile tessuto imprenditoriale esistente, per la numerosità delle iniziative già poste in essere, per la maturata volontà collaborativa di tutti gli operatori pubblici, privati, turistici e non, che soprattutto per le accresciute esigenze del turista di Verona.
La trattazione dei prodotti turistici evoluti viene in questo contributo applicata al territorio turistico veronese, con il particolare obiettivo di descrivere una esperienza organizzativa il cui punto di forza non risieda nel core di un prodotto turistico caratterizzato da un forte indice di attrazione, ma in un prodotto che trovi il fattore di successo nella rete di relazioni che si sono instaurate per produrlo. Allo scopo di consentire una valutazione delle esperienze collaborative (soprattutto istituzionali) dell'area, ognuna con alcune finalità peculiari, viene qui presentato un prodotto composito organizzato da operatori pubblici con un particolare obiettivo finale: la creazione di una rete organizzata di relazioni comprendente anche i più rilevanti soggetti veronesi in ambito turistico.
Il progetto Logistics Improve è nato per iniziativa del Parco Scientifico di Verona, dell’Università di Verona, di Hangartner e del Metadistretto Logistico Veneto, grazie al contributo della Regione Veneto a valere sul bando distretti produttivi 2006 (Legge Regionale 4 aprile 2003, n.8 come modificata e integrata dalla legge regionale 16 marzo 2006, n.5 – bando di assegnazione delle risorse per l’esercizio finanziario 2006 - DGR 2618 del 07/08/2006).
Contemporary Wine Marketing and Supply Chain Management intricately weaves academic knowledge, practical insights, and firsthand wisdom from wine executives around the world. Drawing on over 200 interviews and visits with winery owners, executives and managers in five countries, industry experts across marketing and supply chain management examine successful marketing frameworks as they apply to growers, wineries, distributors, and retailers. Combined with contemporary expertise in brand management, sales, research, social media, this book explores exciting and effective business practices and offers contemporary marketing ideas that will help wineries thrive.