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The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival strategy implemented in recent years by the Pucci fashion company.

The analysis is carried out in four parts. Marketing literature dealing with “brand revival” is reviewed in the first part. The second and the third part deal with the main characteristics featured, respectively, by the original and restored Palio and Vivara collections. In the fourth part, by applying the key concepts provided to us by the marketing literature, we pinpoint the chief values which Pucci’s retro-marketing strategy has emphasized upon and those that instead have been partially, if not completely, neglected. The research is based on a mix of sources including records kept by historical archives, fashion press, economic and financial databases and exhibition catalogues.

The research shows that resorting to the past to revitalize a fashion brand can backfire if the retro-marketing strategy is not supported by an extensive knowledge of the firm’s history, and by a well documented analysis of the historical background in which the brand was originally introduced.

The paper provides an example of interdisciplinary approach to brand revival, a marketing strategy to which an increasing number of firms resort to meet the consumers’ call for nostalgic innovation.

The purpose of this paper is to propose and empirically test a model where different motivational drivers are used to stimulate the intention of individuals to purchase green energy.

The goal-framing theory was used as the theoretical basis to design motivational statements that activate different self-goals driving the intention to adopt green energy. A field experiment was performed to investigate the influence of three different goal triggers on the intention of purchase green energy, specifically solar systems, among households living in a major city located in the central part of Mexico. The effect of demographics, environmental consciousness and perceived risk associated to the technology functionality was also considered in explaining the probability of purchase of a photovoltaic system in a short (one year) and medium (five years) terms.

The goal trigger grounded on normative motivations is the most influential on the probability of adoption of a photovoltaic system. However, the socioeconomic level of the household moderates the effect this type of goal trigger has on the intention of purchase a photovoltaic system. Individuals with a high socioeconomic level significantly increase their intention of purchase this green technology if motivated by a normative goal. On the contrary, individuals with a medium socioeconomic level are mostly motivated by goal triggers grounded on economic benefits.

This study was circumscribed to a particular city of Mexico. Replication of the experiment in cities of other developing countries with contrasting sociotechnical contexts and the consideration of other green behaviours and explanatory variables is relevant to confirm and complement the results of this research.

The cost of photovoltaic systems represents a major barrier to the growth of the Mexican market of this renewable energy. Therefore, the promotion strategy for solar energy must be accompanied by the design of appropriate motivational drivers depending on the socioeconomic level of the segment and the time for the investment. Additionally, public and private strategies to decrease the cost of the technology and financing programs for individual and community projects are recommended.

The willingness to use green energy and contribute to the protection of the environment should spring from within consumers. To upscale the solar energy market, it is relevant to understand the dominant goals of individuals when taking the decision to purchase green energy.

This study contributes to the extant research in green marketing by proposing and testing a new interpretative framework to examine how the benefits of green energy activate the self-goals of consumers, thus influencing their intentions of adoption of green energy. A theoretical model is proposed by constructing “goal-triggers” grounded on the goal-framing theory and empirically testing in the specific case of explaining the intention of purchasing photovoltaic systems in Mexico.

Despite the growing interest regarding the Brazilian rice industry, there is not much literature focusing on the role of the institutions in the process of technological capability accumulation and in the formation of the technological trajectories within this industry. This paper aims to discover the role of local institutions in the generation and dissemination of knowledge for creating the technological capability that can define different technological trajectories, using the Brazilian rice industry as an empirical field.

To achieve said objective, this paper uses secondary data (documental research) and a multiple case study design based on primary empirical evidence (content analysis and direct observation) about the Brazilian rice industry.

The paper’s main contribution is the empirical application of a framework that allows us to evaluate the institutions’ roles and activities and how these capabilities evolve as the firms’ technological levels progress and the technological trajectory is formed. Regarding aspects related to public policy, the authors found some implications that are mainly related to the need to consolidate this type of institution in developing countries with the goal of strengthening its technological capabilities, allowing these countries to operate on the technological boundary and to compete with developed countries.

There are few attempts to relate the technological capability, technological trajectories and institutions in the Brazilian rice industry. Therefore, to the best of the authors’ knowledge, the novelty of this study lies in the analysis of these theoretical approaches in this industrial sector, more specifically, in the Brazilian rice industry.