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Article
Publication date: 2 December 2019

Monica Fait, Demetris Vrontis, Amedeo Maizza and Federica Cavallo

The purpose of this paper is to observe how the motivational engagement system of the consumers should be established so that communities of practice became a driver to…

Abstract

Purpose

The purpose of this paper is to observe how the motivational engagement system of the consumers should be established so that communities of practice became a driver to reducing the informative asymmetries of sustainability.

Design/methodology/approach

The paper proposes a conceptual framework called connection, discussion and influence (CDI), along which the motivational dimensions to disclose sustainability can be formed. The framework has been tested on 200 firms in the Italian wine industry. A correlation analysis proved to be suitable for identifying groups of representative variables representing the engagement motivations that characterize participation in sustainability-oriented virtual communities.

Findings

The findings of this paper suggest that the pro-social behavior represented by the exchange of knowledge oriented toward sustainability is enhanced by the engagement of online community members. This happens when the online community is structured so as to activate a virtuous circle between CDI.

Research limitations/implications

The main limitation of this study is the interviewees do not actually participate in a virtual community, but have only been asked if they would be potentially interested in participating in one, and about the importance they give to specific motivations.

Practical implications

The paper provides important reflections for companies operating in the wine industry that have been called to intervene in the disclosure of sustainability.

Originality/value

The virtuous circle described here is the main contribution of the paper, as it can serve as a driver for managers of virtual communities that choose to disclose their idea of sustainability to reduce informative asymmetries and to engage consumers.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 5 June 2019

Lea Iaia, Demetris Vrontis, Amedeo Maizza, Monica Fait, Paola Scorrano and Federica Cavallo

The purpose of this paper is to identify the distinctive elements of CSR communications that characterize the communications models of family businesses in the Italian…

Abstract

Purpose

The purpose of this paper is to identify the distinctive elements of CSR communications that characterize the communications models of family businesses in the Italian wine industry, and to compare them with nonfamily businesses.

Design/methodology/approach

Using a case study approach, a sample of large and medium companies practicing corporate social responsibility was identified. The content of their websites was examined using content analysis and text mining (correspondence analysis techniques and word association analysis using the T-Lab software).

Findings

The analysis indicates that the ownership structure nature makes a difference in the online CSR communications process. The cultural identity in both family and nonfamily businesses is founded on intangible factors such as tradition; however, being a family business is a fundamental driver in the online CSR communications process, no longer forming a bond among players in the wine industry, but rather linking with other wine family businesses.

Research limitations/implications

One limitation of this work is the small size of the investigated sample. An added value it contributes is its focus on the Italian wine industry. The paper provides the essential elements that family and nonfamily wine businesses should consider in customizing their CSR communications with the brand’s specific details.

Originality/value

The authors highlighted the similarities and differences of family and nonfamily wine businesses in terms of their online CSR communications. The authors also observed how the family wine business identity, in its multidimensional construct, has common factors with what we call “familiness.” This research could establish a starting point for further work within this important sector.

Details

British Food Journal, vol. 121 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 6 November 2017

Lea Iaia, Paola Scorrano, Monica Fait and Federica Cavallo

The purpose of this paper is to deepen the web marketing strategies used by wine family businesses (FBs) with the aim to identify the role assigned to websites, the online…

1174

Abstract

Purpose

The purpose of this paper is to deepen the web marketing strategies used by wine family businesses (FBs) with the aim to identify the role assigned to websites, the online models and the competitive strategies implemented through them.

Design/methodology/approach

In order to examine the content and structure of the information found on the website of selected FBs, an ad hoc analysis model was designed and validated with the support of marketing and industry experts through an inspecting focus group (Mich, 2007).

Findings

The subsequent observation of the websites of the businesses studied showed that family-run Italian wineries use their websites mainly to present information about the business and as a relational tool through edutainment activities; FBs yet neglect the potential of e-commerce.

Research limitations/implications

The study highlights the importance and the attention that FBs, among others, should dedicate to the role of web communications within their communications strategy. Although this path has allowed the traits essential to launch effective online communications for FBs, the small number of businesses surveyed (ten) does not permit a theoretical generalisation of the results. Thus, we expect to integrate the information obtained from this preliminary study with in-depth interviews with the digital strategists for the companies examined or by increasing the number of FBs studied.

Originality/value

The paper provides an evaluation model to effectively organise the websites’ contents; wine businesses should consider and customise these essential elements with the brand’s specific details.

Details

British Food Journal, vol. 119 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 6 November 2017

Stefano Bresciani

4990

Abstract

Details

British Food Journal, vol. 119 no. 11
Type: Research Article
ISSN: 0007-070X

Open Access
Article
Publication date: 5 July 2022

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…

374

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.

Details

Journal of Intellectual Capital, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1469-1930

Keywords

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