"Corporate Social Responsibility Initiatives and Sales Revenue. An Empirical Evidence from Italian Organizations"

Paper presented in Poster Session (available in Conference website - restricted access

“Marketing Strategies for Top Italian Museums: The Influence of Province Destination Competitiveness”

Museums are closely connected with the tourism destinations in which they are placed; yet, the link between museum and destination has been quite neglected by researchers to date. This contribution is a first attempt to address this gap, with regard to the Italian context. The paper is designed to investigate most popular Italian museums together with the destination competitiveness of the provinces where these museums are located. From research findings it is possible to classify most popular Italian museums in four cluster categories, according to their number of visitors and the level of competitiveness of their provinces of reference. The differences in the destination competitiveness of the provinces where top Italian museums are located enable the elaboration of specific strategies for museums and the tourism industry for each identifiable cluster, valuable to both academics and museum managers

Ingredient Brand Strategy in manufacturing sector: enhancing the value proposition

Objectives. This viewpoint paper aims to highlight the role played by Ingredient Branding (IB) a strategy implemented in manufacturing sector. Methodology. Starting from a literature review on service dominant logic and IB the role of this activity is studied within the service context. Then, in order to reach the goal of the paper, secondary sources were exploited generating qualitative data: illustrative examples show the practical use of IB strategies in the manufacturing sector. Findings. The main implication of the paper lies on the analysis of the important strategic work implemented through IB. It appears that IB is a strengthening strategy that could offer distinct competitive advantage. Practical implications. The major contributions of this study are as follows: first, it identifies and examines IB applied in the manufacturing sector. In addition, the findings from this study highlight effects of IB. Finally, this is the first study that explores a more strategic role for the IB: IB can help manufacturing brands to successfully communicate to customers and to partners. Originality of the study. The paper is the first step in a stream of research that analyses IB as a strategy for strengthening manufacturing branding. The paper analyses different illustrative examples, as exploratory cases vignettes that could demonstrate how an IB campaign is of fundamental importance. Moreover, the research studied how proactive and effective the role played by communication was as a determinant of resulting outcomes