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1 – 10 of 12Chiara Ancillai, Sara Bartoloni and Federica Pascucci
The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.
Abstract
Purpose
The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.
Design/methodology/approach
The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.
Findings
The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.
Originality/value
Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.
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Luca Marinelli, Sara Bartoloni, Alessandra Costa and Federica Pascucci
This work aims to explore the relationship between entrepreneurial ecosystems' (EEs) inputs and outcomes within a digital-technology-driven EE. Specifically, it focuses on how…
Abstract
Purpose
This work aims to explore the relationship between entrepreneurial ecosystems' (EEs) inputs and outcomes within a digital-technology-driven EE. Specifically, it focuses on how being part of an EE enhances digital technology adoption (DTA) and consequently facilitates EE outcomes.
Design/methodology/approach
This paper employs a single-case study approach, focusing on Italian EE. The data analysis is based on the researchers' direct observations and semi-structured interviews with the EE founders' teams and the top management of the small- and medium-sized enterprises (SMEs) operating therein. Given the novelty of the topic and the lack of a clear research framework of analysis, a qualitative method is well suited for studying digital-technology-driven EE, thus gaining rich data about the phenomenon in a real-life context.
Findings
The findings of the study reveal that when specific eco-inputs (financial, knowledge, social and institutional assets) are correctly exploited to enhance DTA, important outcomes, namely, SME competitiveness and new technology-based venture creation and development, are generated.
Originality/value
The paper contributes to a relatively unexplored topic in the existing literature on EEs and digital technology. Specifically, through the proposition of a conceptual model, it sheds light on the relationship among EE inputs, DTA and EE outcomes.
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Luca Marinelli, Sara Bartoloni, Federica Pascucci, Gian Luca Gregori and Massimiliano Farina Briamonte
The aim of the study is to explore the genesis of entrepreneurial ecosystems (EE) and highlight the role played by intellectual capital (IC) in that process. Specifically, the…
Abstract
Purpose
The aim of the study is to explore the genesis of entrepreneurial ecosystems (EE) and highlight the role played by intellectual capital (IC) in that process. Specifically, the paper adopts the collective intelligence approach, and the study shows how human capital (HC), structural capital (SC) and relational capital (RC) interact to create an entrepreneurial ecosystem.
Design/methodology/approach
The paper adopts a single case study of an Italian EE. The data analysis is based upon the collection of different sources of data: semi-structured interviews with representatives of each actor of the ecosystem; email correspondence; meetings report; a 24-months period of direct observation. Given the novelty of the topic, the qualitative method seems well suited for studying innovation-based EE since the method offers rich data about a phenomenon in real-life context.
Findings
The case is a top-down, innovation-based EE in which all main components of the IC play a crucial role from the initial stage. Findings show how the constant interchange between IC components occurs at two different levels: the micro and the meso level. HC and RC play major roles at both levels, whilst SC only occurs at a meso level, representing the environment in which the whole ecosystem takes place. Additionally, the use case, a new intangible asset integrating all three components of IC, emerged as one of the main outcomes of this innovation-based EE.
Originality/value
The paper contributes to a rather unexplored topic in the existing literature on EE and IC, namely the formation process of EE and the role played by IC within that process. Additionally, through the application of the collective intelligence approach, the authors shed light on the need to manage IC at both micro and meso level in the creation of an EE.
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Beatrice Ietto, Federica Pascucci and Gian Luca Gregori
This paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one…
Abstract
Purpose
This paper aims to develop a theoretical framework for the conceptualization of customer experiential knowledge (CEK) by logically combining its different dimensions into one coherent explanatory concept. Drawing on the integration of the literature on customer experience, customer knowledge management and customer insights acquisition, supported by adequate empirical evidence, the framework provides a systematic, comprehensive and accurate understanding of CEK which, could contribute to the identification of relevant customer experience insights useful for customer knowledge management.
Design/methodology/approach
The analysis follows an inductive/deductive interpretative approach and it is based on a netnography of specialty coffee bloggers’ narratives in relation to their sustainability practices.
Findings
The paper identifies the following six types of CEK: normative, subcultural, epicurean, transcendental, subcultural and symbolic. Accordingly, CEK is defined as the knowledge tacitly possessed by customers in relation to how they live their consumption experiences according to a body of heterogeneous socio-cultural contextual factors (ethos, norms and symbols) and subjective influences (emotions, ingenuity, instincts and senses) deeply embedded into the narrative of a consumption experience.
Originality/value
While CEK has been largely observed and acknowledged, it has not been yet adequately addressed by existing research. The provision of a conceptual definition of CEK which emphasizes its different dimensions will be of use to both academics and practitioners to better identify and categorize the different manifestations of CEK when undertaking empirical observations or managerial decisions.
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The purpose of this paper is to analyze the competitive position of Italian roasting firms in the international market, thus developing a multidimensional framework for measuring…
Abstract
Purpose
The purpose of this paper is to analyze the competitive position of Italian roasting firms in the international market, thus developing a multidimensional framework for measuring industry export competitiveness.
Design/methodology/approach
Considering that the objective is to evaluate the export competitiveness of Italian roasting firms, the author chooses “positive” and “ex-post” indicators, combined in a multidimensional and a multivariable framework. The two dimensions of competitiveness implemented are competitive performance and competitive potential; the author used four indices to evaluate the first dimension (export market share, net export share, net export index, revealed comparative advantage) and three indices for the second dimension (unit export price, relative quality index, relative export growth).
Findings
The evolution of the international context, with the emergence of new competitors and the spread of coffee consumption worldwide, creates new opportunities but also new challenges for Italian companies. In fact, both competitive performance and competitive potential have been worsening since the second half of the early twenty-first century because of the lack of innovation. A mix of external and internal factors explain this lack.
Practical implications
In order to recover their international competitiveness, firms should leverage on the combination of “traditional elements”–such as Made in Italy effect and the rich technical know-how, depending on their long tradition in the espresso coffee market niche–with “innovative elements,” depending on new marketing skills and competences; these new elements could be developed internally or, most fruitfully, acquired externally, through collaboration with other firms. In this way, Italian businesses could improve the relative quality perceptions of their offering.
Social implications
Coffee roasting industry in Italy is a significant component of the Italian economic system and it contributes to the development of the Made in Italy abroad. Therefore, an improvement of its export competitiveness could be beneficial to the whole domestic market.
Originality/value
This paper constitutes the first attempt to study the evolution of the coffee industry in regards to the international competitive landscape. This is quite surprising, considering that coffee is one of the main segments of the food and beverage industry; it is the second most important commodity exchanged worldwide after oil and the third most popular beverage after water, tea and carbonated beverages. Then, the analysis of export competitiveness is developed combing two main research streams: the industrial organization literature and the strategic management literature. Moreover, this paper offers a methodological framework useful to measure export competitiveness also in other industries and countries.
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Sara Bartoloni, Beatrice Ietto and Federica Pascucci
The coffee industry has experienced two major trends: the development of connoisseur consumption of specialty coffee and the importance of sustainability. Despite the increasing…
Abstract
Purpose
The coffee industry has experienced two major trends: the development of connoisseur consumption of specialty coffee and the importance of sustainability. Despite the increasing concomitant relevance of both trends, literature on how sustainability has been interlacing with connoisseur consumption is rather limited. Therefore, this paper aims to analyse how connoisseur consumers (CC) integrate sustainability into their coffee consumption practices.
Design/methodology/approach
The paper adopts a qualitative netnographic approach through an interpretive cultural analysis of specialty coffee bloggers narratives, conceived as a specific sub-group of CC that tend to be particularly active on social media.
Findings
Through the lens of social practice theories, the study reveals that CC are likely to implement and perceive sustainability very differently from the dominant mass market as subject to the influence of their shared rituals, values, norms and symbolic meanings. Such findings are relevant under a managerial perspective as they also generate insights on how to foster environmentally friendly practices in coffee consumers as well as on how to create more sustainable marketing strategies.
Originality/value
The study contributes to the literature on coffee consumption behaviour and sustainability. First, by analysing actual behaviours rather than intended, the study offers an alternative approach to the dominant paradigm of linear decisions models in the study of sustainable consumption. Second, because CC possess a unique consumption style, different from the mainstream market, the analysis has led towards the identification of alternative sustainable consumption patterns and enablers.
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Andrea Sabatini, Federica Pascucci and Gian Luca Gregori
This paper aims to explore how customer involvement unfolds in the development of a smart product. Smart product development poses new challenges to firms. In particular, the…
Abstract
Purpose
This paper aims to explore how customer involvement unfolds in the development of a smart product. Smart product development poses new challenges to firms. In particular, the buyers’ and users’ involvement has shown novel dynamics in smart product development. These peculiarities are linked with the specific characteristics of the digital technology embedded into the smart products. This study’s rationale is to analyse the frictions arising from potential divergent objectives between the focal firm and its customers when digital technologies are embedded in traditional products.
Design/methodology/approach
This study adopted an explorative and qualitative approach to investigate new emerging dynamics of customer involvement during technological development. A coffee machine producer is selected as a case study to uncover new insights and a novel perspective on the phenomenon of customer involvement in smart product development. Data analysis followed an abductive approach that allowed to identify the dimensions of friction emerging during the technological development process.
Findings
The case study analysis depicts that smart product development presents novel customer involvement dynamics. In particular, this study abductively identifies dimensions of friction emerging between the focal firm and buyers/users. Friction arises in the technological interface between the actors involved. These dimensions of friction address the complexities of developing technology in terms of smart products with customer involvement. This study suggests that embedding of technology into an existing product might change how customers are involved.
Originality/value
Even though customer involvement in product innovation has been extensively studied in management literature, this paper focused on a new type of innovation, smart products. To the best of the authors’ knowledge, no previous studies have yet empirically explored customers’ involvement while embedding digital technologies into existing products to create smart products. In particular, this study sheds light on the dimensions of friction emerging between the focal firm and the actors of the business network. This study unfolds novel contributions to the Industrial Marketing and Purchasing literature on technological development.
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Federica Pascucci, Oscar Domenichelli, Enzo Peruffo and Gian Luca Gregori
This article investigates the relationship between family ownership and export performance in the context of SMEs while also considering the moderating role of the financial…
Abstract
Purpose
This article investigates the relationship between family ownership and export performance in the context of SMEs while also considering the moderating role of the financial dimension and, in particular, financial constraints and financial flexibility.
Design/methodology/approach
We select a sample of 1,132 Italian SMEs to examine through an econometric analysis the role and impact of family ownership and the financial moderating variables being used on their export performance.
Findings
The results indicate that there is a U-shaped relationship between family ownership and export performance: the highest levels of export performance correspond to the lowest and highest family ownership levels, whereas when a mixture of family and nonfamily ownership exists, the performance suffers because of “conflicting voices” dominating strategic visions and approaches, harming the firm's export commitment. Moreover, the findings show that lower financial constraints and/or stronger financial flexibility improve the relationship between family ownership and export performance.
Research limitations/implications
Our findings show that the ownership structure is important for export performance; in particular, firms should avoid a mixture between family and nonfamily ownership because it is detrimental to export performance. Moreover, Italian SMEs need to develop sources of financing other than the banking channel, and policy makers should favour this process to overcome financial constraint problems and improve financial flexibility. Limitations concern the use of other econometric approaches and measurement variables to further investigate the connection between family ownership and export performance.
Originality/value
The present study enhances the comprehension of the complex relationship between family ownership and export performance by documenting the relevance of the level of family ownership and considering the moderating role of financial constraints and flexibility.
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Federica Pascucci, Chiara Ancillai and Silvio Cardinali
This paper aims to review the state-of-the-art literature on social media adoption in business-to-business (B2B) contexts to propose an inclusive and theoretical viewpoint to…
Abstract
Purpose
This paper aims to review the state-of-the-art literature on social media adoption in business-to-business (B2B) contexts to propose an inclusive and theoretical viewpoint to understand the antecedents of this phenomenon.
Design/methodology/approach
This paper presents the results of a systematic literature review. For this purpose, 29 studies published in academic journals, books and conference papers in the field of marketing and management from 2001 to 2017 were analysed.
Findings
The results show that the number of studies has increased in the past five years. Three different groups of antecedents are identified by considering the nature of these factors (personal, organisational and external) and analysed at two different levels of adoption: individual and firm/function. Managerial implications and future research insights are provided.
Research limitations/implications
This research area deserves much more attention, both theoretical and empirical, to analyse the existing classifications and develop new categories of antecedents of social media adoption in B2B. Further studies are needed on the individual level of adoption, on new skills and capabilities required to use social media as well as on the social factors influencing usage.
Practical implications
The literature review allows to understand the role of personal, organisational and social antecedents and suggest ways to improve the level and quality of adoption.
Originality/value
Despite a considerable interest in research on social media, this paper provides the first complete framework in the new field of study concerning social media adoption in B2B.
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Jens Eklinder-Frick, Andrea Perna and Vincent Hocine Jean Fremont