Temporal Dynamism in Country-of-Origin Effect: The Malleability of Italians’ Perceptions Regarding the British Sixties

© Emerald Publishing Limited 2019. This accepted manuscript is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence, here: https://creativecommons.org/licenses/by-nc/4.0/. To reuse the AAM for commercial purposes, permission should be sought by contacting [email protected]: The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology/approach: Utilizing a qualitative and interdisciplinary phenomenological approach, this paper analyses historical and contemporary sources triangulated with contemporary primary interview data. The example of how perceptions of Italians about the values typical of the British Sixties varied over time periods is presented. Findings: COO perceptions are both malleable and in evolution. Results show that values from earlier peak periods of appeal can be combined and recombined differently over time due to the varying historical and contemporary resonances of COO values. Research limitations/implications: This study focuses on COO applied to two product areas, fashion and music, over a limited time period, in a two-country study and so the findings are not fully generalizable, but rather are transferable to similar contexts. Practical implications: The fact that COO is neither static nor atemporal facilitates a segmented approach for international marketing managers to review and renew international brands. This enriched COO theory provides a rich and variable resource for developing and revitalizing brands. Originality/value: The major contribution of this paper is that temporal dynamism, never before discussed in international marketing theory, renders COO theory more timeless; this addresses some critiques recently made about its relevance and practicality. The second contribution is the original research design that models interdisciplinary scholarship, enabling a thorough historical look at international marketing.Peer reviewe

ADAMO: DIAGNOSIS OF A TERRITORY BETWEEN ACTIVE CONSERVATION AND APPLICATIONS

The research was aimed to identifying an area where indicate sites and cultural heritage to apply to innovative methodologies, technologies and diagnostic tools for restoration and conservation. The final objective of the work is to prepare a strategic scenario of sustainable plan for the active and competitive enhancement of the cultural heritage present in the identified area. The methodology used was based on the application of the STeMA-SEA technology, i.e. the construction and analysis of a territorial framework, a programme and a project framework. This paper illustrates the results obtained from the geographical context analysis useful to identify the vocations of the territory and those of the socio-economic context analysis in order to verify the degree of competitiveness in sustainability of the area. It illustrates the reasons that led to the choice of the sites, including the need to cover a very wide time span ranging from the late Roman Empire to the late Antiquity, the Renaissance and the Baroque and at the same time put together cultural heritage not included in the main traditional tourist circuits. Through the collection and analysis of data, information, DB and maps have been produced, useful not only for a precise knowledge of the territory but also and above all to plan actions