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Article
Publication date: 19 January 2021

Linda Gabbianelli and Tonino Pencarelli

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

Abstract

Purpose

The purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.

Design/methodology/approach

After the framing of the literature on the subject, the study is based on the results of a survey carried out through an online questionnaire. The sample under investigation is represented by 914 small consulting firms located in central Italy.

Findings

Results show that half of the sample carried out marketing and communication activities, mainly through the website and social media, while others participating in events as speakers at conferences. It also emerges that management consulting firms carry out activities aimed at maintaining relationship with customers even if they do not invest time in market research in order to find potential and new clients.

Practical implications

The study suggests that management consulting firms should adopt a systematic and strategic approach to communication and should develop a complete and integrated digital communication strategy, as well as to rethink the consulting business model.

Originality/value

There are no previous studies that provide insight into the everyday practice of marketing and communication of small management consulting services in today's dynamic and changing economic environment.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

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Article
Publication date: 17 October 2018

Linda Gabbianelli

The purpose of this paper is to test whether the qualitative variables regarding the territory and the firm–territory relationship can improve the accuracy rates of small…

Abstract

Purpose

The purpose of this paper is to test whether the qualitative variables regarding the territory and the firm–territory relationship can improve the accuracy rates of small business default prediction models.

Design/methodology/approach

The authors apply a logistic regression to a sample of 141 small Italian enterprises located in the Marche region, and the authors build two different default prediction models: one using only financial ratios and one using jointly financial ratios and variables related to the relationship between firm and territory.

Findings

Including variables regarding the relationships between firms and their territory, the accuracy rates of the default prediction model are significantly improved.

Research limitations/implications

The qualitative variables data collected are affected by subjective judgments of respondents of the firms studied. In addition, neither other qualitative variables (such as those regarding competitive strategies, or managerial skills) are included nor those variables regarding the relationships between firms and financial institutions are included.

Practical implications

The study suggests that financial institutions should include territory qualitative variables, and, above all, qualitative variables regarding the firm–territory relationship, when constructing business default prediction models. Including this type of variables, it could be able to reduce the tendency to place unnecessary restrictions on credit.

Originality/value

The field of business failure prediction modeling using variables regarding the relationship between firm–territory is a unexplored area as it count of a very few studies.

Details

Studies in Economics and Finance, vol. 35 no. 4
Type: Research Article
ISSN: 1086-7376

Keywords

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