The Strategic Role of Marketing Communication in he SME: the Case of Fornari SpA

In this paper we discuss the strategic importance of communication and Intranet for theItalian Small and Medium Enterprise (SMEs). We analyse the case of Fornari SpA, an Italian medium size clothing and shoes manufacturer that uses internet as a communication tool. The aim of this study is to understand the potential of internet in a specific case and to understand whether internet is a strategic tool or only an operative tool. The firm currently uses two applications of internet: extranet and intranet. The analysis underlines the importance of marketing competences and training that are absolutely necessary to make the most effectiveand efficient use of the internet potential.SME, ICT, Internet Marketing.

Consumer-brand engagement: imprese ed agenzie a confronto

Il paper si inserisce nel filone di studi sul consumer-brand engagement (CBE) con l\u2019obiettivo di analizzare e confrontare le percezioni e le prospettive manageriali di due attori chiave del network della comunicazione di marketing: le agenzie di comunicazione e le imprese di marca. Attraverso interviste ad esperti, consulenti e manager (n=44), elaborate con il metodo della thematic analysis, la ricerca contribuisce a colmare un gap tuttora presente nella letteratura, che sino ad oggi si \ue8 maggiormente concentrata sull\u2019analisi del punto di vista del consumatore

Cross-Layer Design of an Energy-Efficient Cluster Formation Algorithm with Carrier-Sensing Multiple Access for Wireless Sensor Networks

A new energy-efficient scheme for data transmission in a wireless sensor network (WSN) is proposed, having in mind a typical application including a sink, which periodically triggers the WSN, and nodes uniformly distributed over a specified area. Routing, multiple access control (MAC), physical, energy, and propagation aspects are jointly taken into account through simulation; however, the protocol design is based on some analytical considerations reported in the appendix. Information routing is based on a clustered self-organized structure; a carrier-sensing multiple access (CSMA) protocol is chosen at MAC layer. Two different scenarios are examined, characterized by different channel fading rates. Four versions of our protocol are presented, suitably oriented to the two different scenarios; two of them implement a cross-layer (CL) approach, where MAC parameters influence both the network and physical layers. Performance is measured in terms of network lifetime (related to energy efficiency) and packet loss rate (related to network availability). The paper discusses the rationale behind the selection of MAC protocols for WSNs and provides a complete model characterization spanning from the network layer to the propagation channel. The advantages of the CL approach, with respect to an algorithm which belongs to the well-known class of low-energy adaptive clustering hierarchy (LEACH) protocols, are shown

Does Gender Matter in Strategies Adopted to Face the Economic Crisis? A Comparison Between Men and Women Entrepreneurs

The purpose of this paper is to understand how Italian micro-entrepreneurs responded to the economic crisis and strategies they adopted to deal with it. A comparison between male and female entrepreneurs is presented, in order to understand if they adopted similar or different strategies. The paper also aims to understand if variables, other than gender, influenced strategies adopted to face the economic crisis. Drawing from a telephone questionnaire survey involving a sample of 300 (150 male and 150 female) owners of Italian micro-enterprises, located in Marche Region, findings suggest that entrepreneurs mostly dealt with the crisis through a defensive approach (restructuring and resizing strategies). Compared to men, female entrepreneurs had a lower propensity towards offensive strategies (innovation, development and growth). Differences in the approach towards the crisis were also identified with respect to company’s age, industry and impact of the crisis. These findings contribute to the debate on gender-based differences in behaviors, attitudes and preferences. Moreover, they can help to identify economic policy measures useful to help men and women entrepreneurs to address the crisis. Policy-makers who want to support female entrepreneurship should consider these aspects, in order to identify tools and policies that can help female firms to resist the crisis more effectively in the short-term and to seize new market opportunities in the recovery phase. The sample is restricted to sole proprietors and to a limited geographical context. So further analysis should involve companies of different sizes and located in different geographical contexts, both in Italy and abroad

Behavior factor of concrete portal frames with dissipative devices based on carbon-wrapped steel tubes

AbstractThe key element characterizing the seismic vulnerability of existing prefabricated RC structures, not designed for earthquake actions, are friction-based connections between structural members; mainly those between beams and columns and beams and roofing beams. The paper discusses the effectiveness of dissipative connectors made of carbon wrapped steel tubes. In particular, it presents the results of Incremental Dynamic Analyses on portal frames, aimed at evaluating behavior factor values to be used in design. A simplified formula for estimating the behavior factor is also proposed. Results of nonlinear IDAs suggest that the introduction of these dissipative devices in friction-based beam-column joints provides an effective connection between structural members and, in addition, reduces the forces transmitted to columns, improving the seismic behavior of the entire structure

Experimental characterization of the mechanical behaviour of U-shaped dissipative devices

Energy dissipation devices are used in earthquake engineering in order to reduce the negative effects of ground-motions on structures, thus limiting damage to structural and non-structural components. Different technologies have been proposed to this aim, i.e. viscous fluid dampers, friction-based dampers, hysteretic dampers, etc. Among the different solutions available the present paper focuses on a specific type of hysteretic dampers, U-shaped dissipators. They were first proposed in the 70s and to date have found limited application in the design practice, mainly in buildings with structural walls, exploiting the relative displacement between adjacent walls to dissipate energy. The paper presents the results of an experimental campaign aimed at characterizing the mechanical behaviour of energy dissipators with linear movement, based on U-shaped steel plates. Different configurations were designed and tested, imposing displacement cycles of increasing amplitude. The paper discusses the observed energy dissipation capacity and the stability of the hysteretic cycles

Evidence of a low-temperature dynamical transition in concentrated microgels

A low-temperature dynamical transition has been reported in several proteins. We provide the first observation of a `protein-like' dynamical transition in nonbiological aqueous environments. To this aim we exploit the popular colloidal system of poly-N-isopropylacrylamide (PNIPAM) microgels, extending their investigation to unprecedentedly high concentrations. Owing to the heterogeneous architecture of the microgels, water crystallization is avoided in concentrated samples, allowing us to monitor atomic dynamics at low temperatures. By elastic incoherent neutron scattering and molecular dynamics simulations, we find that a dynamical transition occurs at a temperature $T_d\sim250$~K, independently from PNIPAM mass fraction. However, the transition is smeared out on approaching dry conditions. The quantitative agreement between experiments and simulations provides evidence that the transition occurs simultaneously for PNIPAM and water dynamics. The similarity of these results with hydrated protein powders suggests that the dynamical transition is a generic feature in complex macromolecular systems, independently from their biological function

Strategie di consumer-brand engagement. Il punto di vista delle imprese e delle agenzie di comunicazione

Obiettivi del paper: Il lavoro si propone di studiare le strategie di consumerbrand engagement (CBE), sviluppando un originale framework integrato, basato sui punti di vista dei player appartenenti a due categorie chiave del communication network: le imprese inserzioniste (‘clicks-and-mortar’ e ‘pure play’) e le agenzie di comunicazione (tradizionali e digitali). Metodologia: Seguendo un approccio esplorativo ed induttivo di tipo qualitativo abbiamo condotto 44 interviste in profondità a esperti di marketing e di comunicazione (consulenti e manager). I dati qualitativi sono stati analizzati attraverso un’analisi tematica del contenuto. Risultati: I risultati mostrano similarità e specificità nelle prospettive manageriali rispetto al CBE in relazione alla categoria di appartenenza e all’orientamento al digital degli intervistati. Limiti della ricerca: Questo paper non è esente da limiti, soprattutto legati alla natura qualitativa ed esplorativa del lavoro. I risultati non possono essere generalizzati. Implicazioni pratiche: I risultati offrono utili suggerimenti ai diversi attori studiati (imprese ‘clicks-and-mortar’ e ‘pure play’, agenzie tradizionali e digitali) per migliorare l’efficacia delle strategie di CBE. Originalità del paper: Le precedenti ricerche sul CBE si sono concentrate soprattutto sull’analisi del punto di vista del consumatore. Focalizzando l’attenzione sui differenti tipi di imprese e agenzie, il nostro studio rappresenta il primo contributo accademico che mira ad approfondire il punto di vista manageriale all’interno di un framework concettuale che integra i diversi temi chiave relativi allo sviluppo delle strategie di CBE

Strategie di consumer-brand engagement. Il punto di vista delle imprese e delle agenzie di comunicazione

Il lavoro si propone di studiare le strategie di consumer-brand engagement (CBE), sviluppando un originale framework integrato, basato sui punti di vista dei player appartenenti a due categorie chiave del communication network: le imprese inserzioniste (\u2018clicks-and-mortar\u2019 e \u2018pure play\u2019) e le agenzie di comunicazione (tradizionali e digitali). Seguendo un approccio esplorativo ed induttivo di tipo qualitativo abbiamo condotto 44 interviste in profondit\ue0 a esperti di marketing e di comunicazione (consulenti e manager). I dati qualitativi sono stati analizzati attraverso un\u2019analisi tematica del contenuto. I risultati mostrano similarit\ue0 e specificit\ue0 nelle prospettive manageriali rispetto al CBE in relazione alla categoria di appartenenza e all\u2019orientamento al digital degli intervistati. Le precedenti ricerche sul CBE sono state concentrate soprattutto sull\u2019analisi del punto di vista del consumatore. Focalizzando l\u2019attenzione sui differenti tipi di imprese e agenzie, il nostro studio rappresenta il primo contributo accademico che mira ad approfondire le dimensioni del punto di vista manageriale all\u2019interno di un framework concettuale che integra i diversi temi chiave relativi allo sviluppo delle strategie di CB

driftwood biomass in italy estimation and characterization

In Italy, the accumulation of driftwood along the shore is a significant issue, especially for the coastal municipalities of the Central and Northern regions. The purpose of this study was to evaluate the distribution and availability of the coastal driftwood in Italy and its impacts, as well as analyzing its chemical–physical properties to evaluate possible employment in combustion applications. On the basis of a data gathering campaign for the period 2010–2014, about 60,000 tons of driftwood are reported to accumulate along the Italian shores every year. The two regions hardest-hit were Liguria and Veneto, with about 15,000 tons and 12,000 tons, respectively. Three sites were selected for driftwood sampling. The main issue deriving from chemical characterization was the high chlorine content (up to 2% on dry basis) and metal oxides in the ashes. Driftwood samples were then subjected to a natural washing cycle for 1 month; results revealed a significant drop in chlorine and metal oxides contents (up to 80%) and a low decrease of the lower heating value (about 20%). Furthermore, the percolated water was analyzed in terms of chemical oxygen demand (COD), showing values (up to 1100 mg O 2 /L) above the Italian limits for discharges into surface waters