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Article
Publication date: 24 September 2019

Beatrice D’Ippolito, Antonio Messeni Petruzzelli and Umberto Panniello

The purpose of this paper is to explore how incumbents adapt their business models in response to digital innovation whose impact is either incremental or radical and source…

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Abstract

Purpose

The purpose of this paper is to explore how incumbents adapt their business models in response to digital innovation whose impact is either incremental or radical and source industry is either their own industry or other industries. The authors propose a conceptual matrix that is built on these two dimensions.

Design/methodology/approach

The authors build examples of four multinational incumbents operating in different sectors and known for their forefront approach to digital innovation to populate the matrix. Cases were chosen because of their polar nature that could provide variation in the two dimensions. The authors draw on a variety of qualitative secondary data sources to build the cases.

Findings

The study reveals how incumbents’ response to digital technologies (DTs) may differ depending on the resources or assets (including knowledge-based ones) that need mobilising. Business model changes and innovations may require full reconfiguration of a firm’s activity system; hence, one business model may be preferred to others depending on how burdensome the reconfiguration process will be.

Research limitations/implications

As the study is exploratory in nature, the anecdotal evidence provided in the paper are only some of the possible strategic responses of firms. Future studies may further into the dimensions the authors identified by empirically testing their validity with primary data.

Practical implications

The research offers managers and executives of incumbent firms a clear indication as to which elements of their business model ought to be adapted given the opportunities as well as the challenges brought about by DTs.

Originality/value

This research has explored incumbents’ response to DTs by primarily focusing on the nature and source industry of the underpinning innovation, besides any consideration of the drivers or processes that may lead to business model change.

Details

Journal of Intellectual Capital, vol. 20 no. 5
Type: Research Article
ISSN: 1469-1930

Keywords

Article
Publication date: 5 December 2023

Stefano Franco, Antonio Messeni Petruzzelli and Umberto Panniello

The purpose of this study is to explore how companies can adopt digital humanism (DH), defined as the integration of humanistic skills in the development process of digital…

Abstract

Purpose

The purpose of this study is to explore how companies can adopt digital humanism (DH), defined as the integration of humanistic skills in the development process of digital technologies, to create value and consequently develop effective business models. Specifically, the aim is to answer the following research question: what are the main DH mechanisms through which companies create value?

Design/methodology/approach

Given the limited understanding of the phenomenon under investigation, a qualitative approach was adopted based on a multiple-case study to explore how companies are embracing DH. The study will focus on three exemplar cases in the use of DH, namely, IBM, Microsoft and SAP, well recognized as three of the market leaders in the IT industry. In addition, the selected companies are recognized as some of the most innovative in their specific industries, hence offering a rich set of information on how to specifically embrace DH.

Findings

This study unveils the main mechanisms through which companies can create value by implementing DH’s approaches into their business models.

Originality/value

The originality of this research lies in its focus on how companies integrate DH into their business models. Indeed, the study aims at uncovering the main mechanisms that companies use to integrate DH into their overall business practices. Overall, this research provides valuable insights into how companies can effectively integrate DH into their business models, which could have important implications for creating responsible, sustainable and inclusive solutions that prioritize human needs and values.

Details

Transforming Government: People, Process and Policy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6166

Keywords

Article
Publication date: 20 June 2023

Fabrizio Errico, Antonio Messeni Petruzzelli, Umberto Panniello and Angelo Scialpi

This paper aims to explore the effects of two drivers, namely, the received fundings and its interaction with the specialized competences owned by the managerial board, on the R&D…

Abstract

Purpose

This paper aims to explore the effects of two drivers, namely, the received fundings and its interaction with the specialized competences owned by the managerial board, on the R&D activities performed by start-ups.

Design/methodology/approach

This paper tests hypotheses on a sample of 405 innovative start-ups established in Italy and registered into the Chamber of Commerce official database. This study uses the R&D expenses as a measure of the innovative performance of start-up, and the authors also collected the number and total amount of grants received by them and the presence of high qualified team in their management board.

Findings

The analysis reveals that both the number and total amount of grants received by start-ups positively impact the innovative performance. The same is for the integration of the total amount of grants with the presence of high qualified team in the management board.

Research limitations/implications

This study did not distinguish between different types of grants adopted by start-ups, while it would be interesting to study whether any difference does exist among them in terms of their influence on innovative performance. Also, this paper considers the total number of specialized people in the team while it would certainly be interesting to analyze people’s background and competences in relation to the innovative performances.

Practical implications

This paper allows us to offer some provisional conclusions such as having funds in the preliminary phase of start-up life cycle, and investments mainly for R&D expenses. The start-up must also leverage its skills and therefore it is necessary to invest in human capital.

Social implications

Findings suggest that policymakers should introduce integrated measures to support start-ups throughout the entire life cycle, from the creation of the idea to incubation up to industrial consolidation.

Originality/value

This paper focuses on the determinants of start-up innovative performance because both external (such as political, economic, social and technological) and internal (such as organizational) influencing factors have to be considered as crucial for start-ups innovation and growth. Finally, this study is one of the few attempts exploring the phenomenon by using an empirical methodology based on real and certificated data.

Details

Journal of Knowledge Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 3 February 2023

Amelia Manuti, Viviana Martiradonna, Umberto Panniello and Michele Gorgoglione

This study investigated how consumers' confidence in medicine and health information seeking and usage could be related to purchase intentions and satisfaction.

Abstract

Purpose

This study investigated how consumers' confidence in medicine and health information seeking and usage could be related to purchase intentions and satisfaction.

Design/methodology/approach

A panel of 18 food supplements consumers were interviewed using soft laddering. Qualitative data were coded and used to develop a structured survey. Participants (N = 363) were recruited on a voluntary basis among the customers of an Italian company in this sector. Hypotheses were tested by linear regressions and generalized models.

Findings

Results showed that consumers' confidence in medicine interacted with health information seeking and usage influencing both purchase intention and satisfaction. Consumers with high confidence behave differently from those with low confidence.

Research limitations/implications

The authors used a sample based on one company's customer base.

Practical implications

Companies should segment their customers based on their level of confidence in medicine and adopt different marketing strategies for different segments.

Social implications

A broader knowledge of consumers' attitudes towards food supplements and medicines can improve the public policies aimed at increasing quality of life.

Originality/value

From a theoretical viewpoint, findings suggest to consider consumers' confidence in medicine along with other subjective and contextual variables in socio-cognitive models aimed at explaining food supplements' consumer behavior. From a marketing viewpoint, results suggest to consider confidence in medicine as a precious variable in segmentation strategies. While some communication strategies are valid for all customers (i.e. using experts as advisors, using scientific contents in ads), others (i.e. relying on the advice of trustworthy people, explaining the consequences of consumption) were proved to have different impact on consumers depending on their degree of confidence in medicine.

Details

British Food Journal, vol. 125 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 13 July 2018

Lorenzo Ardito, Antonio Messeni Petruzzelli, Umberto Panniello and Achille Claudio Garavelli

The purpose of this paper is to present a comprehensive picture of the innovative efforts undertaken over time to develop the digital technologies for managing the interface…

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Abstract

Purpose

The purpose of this paper is to present a comprehensive picture of the innovative efforts undertaken over time to develop the digital technologies for managing the interface between supply chain management and marketing processes and the role they play in sustaining supply chain management-marketing (SCM-M) integration from an information processing point of view.

Design/methodology/approach

Patent analysis and actual examples are used to carry out this study. In detail, first, the authors identify the subset of enabling technologies pertaining to the fourth industrial revolution (Industry 4.0) that can be considered the most relevant for effective SCM-M integration (i.e. Industrial Internet of Things, Cloud computing, Big Data analytics and customer profiling, Cyber security). Second, the authors carry out a patent analysis aimed at providing a comprehensive overview of the patenting activity trends characterizing the set of digital technologies under investigation, hence highlighting their innovation dynamics and applications.

Findings

This research provides insightful information about which digital technologies may enable the SCM-M integration. Specifically, the authors highlight the role those solutions play in terms of information acquisition, storage and elaboration for SCM-M integration by relying on illustrative actual examples. Moreover, the authors present the organisations more involved in the development of digital technologies for SCM-M integration over time and offer an examination of their technological impact in terms of influence on subsequent technological developments.

Originality/value

So far, much has been said about why marketing and supply chain management functions should be integrated. However, a clear picture of the digital technologies that might be adopted to achieve this objective has yet to be revealed. Thus, the paper contributes to the literature on SCM-M integration and Industry 4.0 by highlighting the enabling technologies for the Industry 4.0 that may particularly serve for managing the SCM-M interface from an information processing perspective.

Article
Publication date: 6 September 2018

Michele Gorgoglione and Umberto Panniello

The purpose of this paper is to demonstrate that a deeper analysis of customer experience (CE) can identify idiosyncratic and critical perceptions in the experiences of groups of…

Abstract

Purpose

The purpose of this paper is to demonstrate that a deeper analysis of customer experience (CE) can identify idiosyncratic and critical perceptions in the experiences of groups of customers.

Design/methodology/approach

The methodology that the authors used is made of three main steps: segmentation analysis, profiling and identification of idiosyncratic clusters’ profiles (i.e. those with a CE perception different respect to the whole sample) and among these idiosyncratic clusters, identification of those that may be critical for the business.

Findings

The authors identified clusters of customers showing significant differences in their perceived experience with respect to the holistic CE model. Nevertheless, a sample of bank managers assessed three cluster profiles among them to be critical signals a company. The identification of these idiosyncratic patterns provides managers with interesting additional insights that would be hidden in a holistic CE model.

Practical implications

Managers can gain valuable insights of CE from this analysis that should be added to those coming from an holistic CE model.

Originality/value

This paper contributes to the scientific research in that it extends the knowledge about CE by showing how personal factors can be identified and how drawing additional managerial insights.

Details

International Journal of Bank Marketing, vol. 36 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 7 October 2013

Philipp Klaus, Michele Gorgoglione, Daniela Buonamassa, Umberto Panniello and Bang Nguyen

The purpose of this paper is to model customer experience (CE) as a “continuum”, labelled customer experience continuum (CEC). The paper adopts a CE quality construct and scale…

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Abstract

Purpose

The purpose of this paper is to model customer experience (CE) as a “continuum”, labelled customer experience continuum (CEC). The paper adopts a CE quality construct and scale (EXQ) to determine the effect of CE on a bank's marketing outcomes. The paper discusses the study's theoretical and managerial implications, focusing on CE strategy design.

Design/methodology/approach

The paper empirically test a scale to measure customer experience quality (EXQ) for a retail bank. The paper interviews customers using a means-end-chain approach and soft-laddering to explore their CE perceptions with the bank. The paper classifies their perceptions into the categories of “brand experience” (pre-purchase), “service experience” (during purchase), and “post-purchase experience”. After a confirmatory factor analysis, the paper conducts a survey on a representative customer sample. The paper analyses the survey results with a statistical model based on the partial least squares method. The paper tests three hypotheses first, Customers’ perceptions of brand, service provider, and post-purchase experiences have a significant and positive effect on their EXQ, second, EXQ has a significant and positive effect on the marketing outcomes, namely share of wallet, satisfaction, and word-of-mouth, and third, the overall effect of EXQ on marketing outcomes is greater than that of EXQ's individual dimensions.

Findings

The results of the statistical analysis support the three hypotheses.

Practical implications

Banks should focus their CE strategies on the CEC and not on single encounters, tailoring marketing actions to specific stages in a customer's CE process. Different organisational units interacting with customers should be integrated into CE strategies, and marketing and communication budgets should be allocated according to CEC analysis. The model proposed in this paper enables the measurement of the quality of CE and its impact on marketing outcomes, thus enabling continuous improvement in CE.

Originality/value

The research proposes a different view of CE by modelling the interaction between company and customer as a continuum (CEC). It provides further empirical validation of the EXQ scale as a means of measuring CE. It also measures the impact of CE on a bank's marketing outcomes. It discusses the guidelines for designing an effective CE strategy in the banking industry.

Details

International Journal of Bank Marketing, vol. 31 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

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