No need to choose between innovation and internationalization: when pursuing two strategies at a time leads to firm superior performance

Whereas commonly innovation and internationalization have been studied disjointedly, many academics have recently questioned the relationship that there might be between these two strategic choices. The present study aims to determine whether businesses can concurrently attain internationalization and innovation instead of selecting for only one of the two strategies in pursuing superior performance. The paper tests the relationships between firm managerial capabilities, technological and marketing resources, innovation and internationalization strategies, and firm performance based on the assumptions of the resource-based view. The hypotheses are tested using the data from a survey on 169 Italian SMEs. The outcomes reveal that innovation and internationalization are complementary, and not alternative in the attainment of firm superior performance, both technological and marketing resources are positively associated with the business internationalization, whereas only technological resources contribute to the business innovativeness. Additionally, managerial capabilities are key for deploying the firm overall resource endowment

Sustainable consumption in organic food buying behavior: The case of quinoa

Using an enhanced version of the theory of reasoned action (TRA), this study investigates the antecedents of organic quinoa-based food buying intention. In addition to attitude toward this behavioral intention, the proposed model examines the influence that ecological welfare, political values, and consumer-perceived corporate social responsibility (CSR) of the point of sale exert on consumer willingness to purchase organic quinoa-based food. Structural Equation Modeling (SEM) was used to analyze the data collected through an intercept survey conducted at specialized organic stores on a convenience sample of 158 individuals in Italy. Although ecological welfare and a retailer’s CSR image positively influence consumer attitude toward buying organic quinoa-based food, political values negatively affect this attitude. Furthermore, consumer attitude is found to be a crucial predictor of behavioral intention. At the theoretical level, the results are useful for demonstrating that other variables, in addition to those used in the traditional TRA, can further explain consumers’ organic food buying intention. Additionally, the findings might be useful for both quinoa producers and retailers in creating and executing their marketing and communication strategies. In addition to contributing to the stream of literature that investigates possible variables that might increase the predictive power of the TRA, this study sheds some light on organic food purchasing consumer behavior

Does Value Co-Creation Really Matter? An Investigation of Italian Millennials Intention to Buy Electric Cars

The present research aims to explore the determinants of (full) electric vehicle (EV) buying intention of Italian millennials focusing on the role that value co-creation initiatives might play in the buying decision-making process. Value co-creation initiatives in the EV domain are studied employing an enhanced version of the Theory of Reasoned Action which, in addition to the traditional variables of the model, also includes perceived importance of cars’ attributes. Structural Equation Modeling (SEM) is used to analyze the data collected though an online survey on 523 Italians aged 18–35. The outcomes provide recommendations to tailor proper initiatives to encourage millennials’ buying intention of electric vehicles supporting private companies in favoring the adoption of wide-spread pro-environmental behaviors among Italian youngsters

Repositioning a traditionally ski resort into an environmentally friendly and philanthropic destination: the case of Montagna Pistoiese (Tuscany, Italy)

The paper shows some partial results of a research accomplished in 2008/09 on a traditionally ski destination located in the Apennines of Tuscany, Montagna Pistoiese (MP), that assisted to a progressive worsening of tourism competitiveness. The paper illustrates the main factors and trends evidencing the competitiveness weakening of the destination and proposes a renewed strategic positioning. The proposed positioning bases on the exploitation of the local natural and cultural attractions, as well as on specific entrepreneurial initiatives achieved in the territory. The result consists in proposing a re-building of the destination image based on the exploitation of its cognitive and affective attributes linked to the preservation of the natural and cultural heritage and of philanthropic entrepreneurship that characterizes some local initiatives. Even if at its seminal stage, the proposal might be the starting point of a reconversion of MP tourism strategy aimed at recovering the lost competitiveness. First, a review of the literature concerning destination competitiveness and strategic management is provided. Then, research methodology and main findings are presented. At last, limitations of the study and conclusions are pointed out

L’analisi della domanda: una lettura della customer satisfaction in un campione di musei archeologici

Il contributo illustra i risultati di uno studio finalizzato a valutare le performance di un campione di musei etruschi toscani. Il modello di analisi utilizzato è elaborato allo scopo di cogliere sia la dimensione qualitativa, sia quantitativa delle attività poste in essere. Il modello include due prospettive differenti. prospettiva esterna: finalizzata alla valutazione del museo da parte dei visitatori. L’indagine ha previsto la distribuzione di questionari, in parte autocompilati ed in parte somministrati da un rilevatore, allo scopo di misurare il grado di soddisfazione dei visitatori relativamente alle differenti componenti dell’offerta dei musei e di studiare il loro comportamento d’acquisto all’interno delle strutture.The contribution illustrates the results of a study aimed at evaluate the performance of a convenience sample of Tuscan museums. The adopted model of analysis attempts to catch both the qualitative and the quantitative dimension of museum activities. The evaluation model includes two different perspectives. External perspective: aimed at investigatig how visitors evaluate the museums. The survey provided the submission of structured questionnaires to measure the satisfaction relative to different components of the museums' offering as well as to understand visitors behavior within the investigated organizations