Digital Transformation and Business models

1. In the chapter “Digital transformation and business models” Tiziano Vescovi analyzes the relationship between the digital transformation and the change of the business models, that is the influence of the digital technology adoption on the models of value creation of the company. In the chapter four main aspects are highlighted: a) different types of digital business models, b) the main areas of business change induced by digitalization of the company, c) difficulties and problems arose in changing the business model because of digital transformation, and d) the pathway to a digital business model.Digital transformations are one of the basic ways that, in modern business environments, enable organizations to effectively adapt to new business conditions, through the digitization of their business models. Within the framework of digital business transformation, an overly complex set of activities is performed, which aim to ensure efficient adaptation of organizations to changes that occur in the markets in which they operate. The changes that are taking place within the digital transformation projects have resulted in substantial paradigm shifts in the ways of conducting business and executing processes in organizations. Digital transformation encompasses all business segments of organizations, their strategies, business models, organizational structures, and the activities they carry out. This paper presents the effects of successfully and unsuccessfully implemented digital transformations of Blockbuster and Nefflix companies, and the consequences that these companies' digitalization approach had on their businesses. Furthermore, emphasis was placed on identifying the errors that led to Blockbuster's closure and the positive elements that ensured Netflix's success

CULTURAL CONTEXT AND CROSS-CULTURAL MARKETING STRATEGIES BETWEEN ITALY AND CHINA. THE CASE OF AMARENA FABBRI

Purpose. Globalization of markets creates a perception of homogeneity that should be verify. In Introducing a new product in a culturally distant market international companies should analyze the cultural context and verify the consistency between their marketing offer and the destination market. This paper aims to analyze if and how the cultural context affects the international marketing strategy of a company. Design approach. In order to analyze the influence of the cultural context on international marketing strategies, a qualitative research has been developed using focus group technique. Three different focus groups, have been developed, targeting Generation Z, Young Mathers and Young Professionals Finding. The research highlighted that the Chinese consumers have a different perception, use, and role of the product, compared to the ones in the traditional international markets of the company, pushing the company to reconsider its international strategy in different cultural contexts. Research limitation. The research process was limited because based only on one case study, even if emblematic, and only on three targets in an internationalized context as the city of Shanghai. Practical implications. Managers should develop international marketing strategy after a deep analysis of the cultural context of the destination market and adapt it to the local perception and the cultural assessment of the product. Originality. The use of focus group methodology in order to indagate how the cultural context can influence the perception of the product is not used in marketing research literature, despite its evident effectiveness in such a purpose

THE EMERGENCE OF THE EUROPEAN CONSUMER? Differences and Similarities in the Preference of Automobile Attributes

The purpose of this paper is to investigate whether European consumer preferences are similar with regard to product choice. For this matter, an empirical study was conducted on the differences and similarities of Italian and German Millennial consumers in the assigned importance to attributes when purchasing an automobile. A research has been conducted on a sample of 311 respondents by comparing same gender, relationship status and living in a household with or without at least one child. Statistically some significant differences were yielded, anyway there was no substantial difference of respondents’ opinion, so that none of the attributes were rated as important by one group, while the other group considered it as unimportant

Economia dell'eleganza

The economy of elegance plays a part in the social and psychological value of a product. Obviously it is not the only factor that plays a part, but in certain conditions it can be the fundamental one. When, because of its elegance, clients through the world are willing to pay rather more for an Italian product, preferring it over others, one sees the competitive advantage that a passionate commitment to precise and skilled “making” can offer a country. The elegance of products forms a source of value because in those who possess those products it supplies not only functional utility but also some cultural value. We can, in effect, identify three main sources of value in products: i) use value, which is always mentioned in economic theories and studies of business management, and is the value created by the ability of a product to resolve a functional problem or meet a need; ii) social value, which is that created by the ability of the product to be an instrument of social relations; iii) psychological value, which arises from the ability of the product to reinforce the self-image of the end-user. Elegance plays a role in all three of these

EDITORIALE

The novelty of Neuromarketing and Consumer Neuroscience is the extensive use of experimental results from the laboratory and from the field, which have progressively bypassed the division between formalized and empirical arguments. This advance allows the investigation of the behavioural and neural mechanisms of decision without predict a sort of perfect rational consumer, opening the \uabblack-box\ubb to include the processes implicated in the construction and implementation of a decision, such as emotion and cognition. This special Issue intends to bring forward new results and fresh insights into this matter. From this point of view, the Issue is a relevant occasion to furnish an example of cross-fertilization between quite different disciplines, which are requested to integrate models of analysis each other and different paradigmatic approaches. Further, it offers the opportunity to see, from a different perspective, a milestone of the research on consumer behavior, that is decisional processes and individual attitudes which guide the consumer's choices

LEZIONI INATTESE DI MANAGEMENT. Persone, mercati, imprese, incanti e sorprese

Lezioni inattese di management è una raccolta di riflessioni su storie di persone, mercati e imprese che partono da punti imprevedibili e che giungono a temi di gestione percorrendo strade inattese. Sono narrazioni che vogliono aiutare ad aprire le gabbie in cui finiscono sovente le nostre menti. La chiave scelta è quella di raccontare unendo storia, letteratura, filosofia e management in una miscela che è quella della realtà, dove i diversi piani non vivono in modo separato, ma si completano e contaminano continuamente, rendendo ogni vicenda più ricca e affascinante. Il desiderio di chi narra è quello di riuscire ad avvolgere chi ascolta in un processo di conoscenza più libera e molteplice dove la curiosità e l’apprendimento derivano dal racconto

EDITORIALE. Il racconto della marca nei nuovi mercati internazionali

GESTIONE DELLA MARCA NEI NUOVI MERCATI INTERNAZIONAL

La globalizzazione disattesa

l'articolo affronta come la globalizzazione non sia più una spinta all'omogeneizzazione di prodotti e di strategie di management, ma acquisisca differenze e innovazioni continue attraverso l'influenza delle diverse culturee dei mercati internazional