Search results

1 – 10 of 12
Content available
Article
Publication date: 17 June 2021

Simone Guercini and Silvia Ranfagni

As conviviality can nurture community social capital, this paper aims to investigate how such capital can give rise to economic behaviour in terms of developing business…

Abstract

Purpose

As conviviality can nurture community social capital, this paper aims to investigate how such capital can give rise to economic behaviour in terms of developing business relationships.

Design/methodology/approach

The empirical analysis was based on case studies of Italian businesses recognised as active communities that periodically organise convivial activities to fuel reciprocal collaboration. The case studies were constructed by combining a collection of secondary data, in-depth interviews and participant observations.

Findings

This paper shows how: community social capital in convivium emerges from self-narrative stimulated by ritual practices; social trust mobilising a convivial social capital is fuelled by knowledge generated through sharing and empathic relationships; community-based social relations embed business relations and if mediated, community-based business relations can also embed a community business.

Originality/value

The originality of the paper is twofold as it contributes: to understanding how conviviality can be used as a strategic tool for entrepreneurs to develop business relationships from convivial relations; and to finding intersection points between studies on business relationships from social capital and studies on entrepreneurship from community social capital.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6204

Keywords

To view the access options for this content please click here
Article
Publication date: 22 September 2020

Simone Guercini and Silvia Ranfagni

This paper aims to investigate the practice of conviviality as the right setting to explore how social capital interacts with business relationships and in particular how…

Abstract

Purpose

This paper aims to investigate the practice of conviviality as the right setting to explore how social capital interacts with business relationships and in particular how resources impacting business relationships take shape in social relations.

Design/methodology/approach

This paper has adopted the single case study method combining in-depth interviews, participant observations and focus groups. The investigated case is an Italian business community located in Hangzhou (China), recognized as one of the most active foreign communities in organizing convivial activities.

Findings

The study shows that conviviality contributes to generating resources thereby creating interactions in business relationships via social relations through self-narrative, community feeling and empathy. These resources bear distinguishing features. Based on relationships of trust, they are fitting and mutual knowledge-based resources and they are resources performing a sense of inner time.

Originality/value

The paper contributes to the interpretation of the interplay between business relationships and social capital through conviviality and is in line with a direction of research, which is increasingly involving industrial marketing and purchasing (IMP) researchers, which is the analysis of social capital in business networks.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 9 February 2021

Silvia Ranfagni, Monica Faraoni, Lamberto Zollo and Virginia Vannucci

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry…

Downloads
3308

Abstract

Purpose

The purpose of this paper is to propose a research approach to investigate brand alignment by exploiting textual data from online brand communities in the coffee industry. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-generated content (FGC) are explored to measure the alignment between brand identity and brand image. The selected context of research is the beverage industry wherein companies are called on to develop appropriate digital websites and brand communication strategies to enhance the consumers' brand experience.

Design/methodology/approach

The authors introduce a research approach that integrates netnography with text mining analysis. Since brand associations were the basis of the study’s analysis, the authors focused on text mining procedures, providing data (co-occurrences) corresponding to brand associations that consumers perceive and that the company communicates. Data were used to develop the measurements of brand alignment.

Findings

The main findings of this research highlight the importance for both scholars and practitioners of determining brand alignment of beverage products in online communities. Knowing the alignment between the way a company communicates its brand identity and how this is perceived by consumers allows for effectively reviewing brand communication.

Originality/value

Although the combined analysis of the alignment between brand image and brand identification has received attention in marketing literature, most scholars have neglected how to measure brand alignment. This is a need for many marketing managers in the coffee industry who are now moving in digital environments where the role of consumers is not that of receivers of brand communication but rather that of cocreators of brand value.

Details

British Food Journal, vol. 123 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

To view the access options for this content please click here
Article
Publication date: 25 February 2020

Simone Guercini, Silvia Ranfagni and Andrea Runfola

This article investigates the integration between online and offline channels in the internationalization of top luxury fashion brands. It aims at pointing out the main…

Downloads
2243

Abstract

Purpose

This article investigates the integration between online and offline channels in the internationalization of top luxury fashion brands. It aims at pointing out the main drivers of such integration, comparing the top international markets for the luxury goods sector.

Design/methodology/approach

The empirical investigation regards an analysis on secondary data of eight top luxury players in the fashion industry and 12 top international markets for the luxury goods sector.

Findings

This study shows that the integration between physical and online channels is driven by the market rather than by the company strategies. Moreover, it points out that the e-commerce presence of luxury brands is stronger in developed markets, while in emerging markets it is less pronounced. Moreover, the integration between channels is mainly achieved through logistic rather than technological tools.

Research limitations/implications

This research has major implications. From the perspectives of luxury brands in the fashion industry, it points out the main drivers for integration between online and offline channels and the main differences among international markets.

Practical implications

This research deliver insights for marketers interested in benchmarking with top leading luxury brand in fashion and to define e-commerce internationalization policies.

Originality/value

The originality of the article regards the joint consideration of two emerging issues for luxury players, e-commerce internationalization and omnichannel strategies.

Details

Journal of Management Development, vol. 39 no. 4
Type: Research Article
ISSN: 0262-1711

Keywords

To view the access options for this content please click here
Article
Publication date: 17 July 2007

Simone Guercini and Silvia Ranfagni

The aim of this paper is to analyze the role of market knowledge embodied in sales outlet management and in particular to investigate in a static way the role of cognitive…

Downloads
1411

Abstract

Purpose

The aim of this paper is to analyze the role of market knowledge embodied in sales outlet management and in particular to investigate in a static way the role of cognitive sources in relation, to the structural characters of the retail enterprise and its sales outlet on the one hand (the latter understood as a commercial product), and to performance (expressed as revenue achieved by the sales outlet) on the other hand.

Design/methodology/approach

The survey and the results presented in the paper were carried out by administering a structured questionnaire to a sample of over 800 sales outlets located in the historical town centres of Florence and Prato and surrounding areas. This method analyzed the relations between the structural characters of the retail enterprise and the sales outlet, and also the relations with cognitive sources expressed in terms of activities, enterprise behaviour and performance. The theoretical model of reference tested is based on the relation between structural character, behaviour and performance.

Findings

The analysis demonstrates the presence of an association between cognitive sources and sales outlet performance values in the sample analysed. In particular a relation was observed between performance and event organizing and relative level of perception, and also between performance and importance attributed to the satisfaction questionnaire. This phenomenon can be interpreted as a tendency towards qualitative growth of the sales outlet, associated with awareness of the need to resort to alternative and complementary cognitive sources in order to become more competitive.

Research limitations/implications

These first results are not absolute, but will be subjected in forthcoming research to verification and in‐depth examination.

Practical implications

The paper proposes an interpretive model that could be adopted by managers to improve the use of market knowledge in outlet management.

Originality/value

This paper presents a valid model that will be interesting to both managers and academic researchers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 11 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

To view the access options for this content please click here
Article
Publication date: 6 May 2014

Belinda Crawford Camiciottoli, Silvia Ranfagni and Simone Guercini

The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand…

Downloads
4222

Abstract

Purpose

The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations.

Design/methodology/approach

The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching.

Findings

The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants.

Practical implications

The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies.

Originality/value

The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.

Details

European Journal of Marketing, vol. 48 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 9 March 2015

Simone Guercini and Silvia Ranfagni

The purpose of this paper is to focus its attention on the analysis of buyer-seller interactions in facility services. In particular it proposes to investigate the…

Abstract

Purpose

The purpose of this paper is to focus its attention on the analysis of buyer-seller interactions in facility services. In particular it proposes to investigate the interactions Italian municipalities develop with sellers involved in facility services outsourcing and to evaluate how scientific contributions on business service (filtered through Service Dominant Logic) are constitutive paradigms of the interactions investigated.

Design/methodology/approach

The investigation is based on 15 case studies of small and medium-sized municipalities that are built on in-depth interviews with technical staff who, together with the mayors, perform the role of facility managers. Results from case studies are triangulated with secondary data and observations emerging from focus groups.

Findings

The research reveals paradoxes in the outsourcing processes of business services implemented by the public organizations analyzed. From these paradoxes it derives that the outsourcing of facility services in Italian municipalities is associated more with transactions than with interactions (municipalities do not act as operant resources) and that the transactions activated do not necessary generate efficiency.

Originality/value

Normative rules together with contextual factors jeopardize the adaptation in public organizations of interaction approaches to business service resulting from service and industrial marketing. The value of the paper lies in the identification of paradoxes as synthetic expressions of the divergences between empirical results and specialized interaction approaches on business services. In the light of these divergences, the paper proposes a contextualized re-interpretation of Service Dominant Logic.

Details

Journal of Service Theory and Practice, vol. 25 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

To view the access options for this content please click here
Article
Publication date: 26 July 2013

Simone Guercini and Silvia Ranfagni

The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the…

Downloads
4322

Abstract

Purpose

The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted to develop the new market, and what impact they achieve in terms of commercial and economic results.

Design/methodology/approach

The research is based on the analysis of the cases of Alpha and Beta. Alpha is a multinational company specialized in the production of chocolate, while Beta is one of the world's largest companies in the tyre industry. These cases are emblematic for the way the two companies combine brand attributes and country image attributes.

Findings

The case analysis shows that: initially in the corporate rebranding strategy defined in China, brand image is created independently from the country image; the impact of the integration on brand attitude is sought by producing a cross‐fertilization between the meaning of brand attitude and of country image attitude; the level of integration (country‐of‐manufacture, country‐of‐design) embodies the aim of the integration itself; and the differentiation of the country image for different brands passes through a phase of focalization.

Originality/value

The study identifies practices that managers can consider in the definition of the integration strategies involving brand image and country images that accompany their rebranding processes in the Chinese market. The analysis of these practices together with the results may help managers to arrive at pondered decisions concerning integration.

Details

Marketing Intelligence & Planning, vol. 31 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 13 May 2014

Silvia Ranfagni, Simone Guercini and Belinda Crawford Camiciottoli

The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with…

Downloads
1501

Abstract

Purpose

The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online communities.

Design/methodology/approach

The paper reviews key scientific contributions in the area of qualitative marketing research. Drawing from this theoretical background, the authors then propose the integration of digital ethnography (a qualitative approach) with quantitative text mining as an innovative approach to gain insights into perceptions of brand associations among online consumers.

Findings

The paper contributes to a greater awareness of both limitations and new perspectives in relation to qualitative market research, while suggesting innovative paths for future research.

Practical implications

The new methodological approach described can be used to better understand brand knowledge based on consumer brand associations. These insights can then be applied towards developing and implementing effective branding strategies.

Originality/value

The authors propose an interdisciplinary methodology to study consumer behaviour in online communities which incorporates digital ethnography and computer-assisted textual analysis. Particularly the latter technique (borrowed from the field of linguistics) has not yet been exploited extensively in marketing research, but is capable of offering new types of knowledge with important implications for strategic brand management.

Details

Management Decision, vol. 52 no. 4
Type: Research Article
ISSN: 0025-1747

Keywords

To view the access options for this content please click here
Article
Publication date: 18 May 2012

Simone Guercini and Silvia Ranfagni

The purpose of this paper is to analyse the emergent role of market in cultural enterprises.

Abstract

Purpose

The purpose of this paper is to analyse the emergent role of market in cultural enterprises.

Design/methodology/approach

The authors consider market as network and identify the role of the interaction process with a special focus on theatre organizations.

Findings

The interactions are examined on the basis of relationship models, distinguishing for each of them the progressive changes in their structural components (actors, activities and resources) and the outcomes (economic, artistic, social) produced.

Originality/value

The value of the study is to identify market representation by theatre organizations and to analyse their interactions with the market as a cumulative and continuous process.

Details

Arts Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 2044-2084

Keywords

1 – 10 of 12