Template-type: ReDIF-Article 1.0 Author-Name: Andrea Granelli Title: Riflessioni sul marketing Abstract: Classification-JEL: Keywords: Note: Pages: Volume: 2005/4 Year: 2005 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=26013&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2005-004001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Fabrizio Cesaroni Author-Name: Alberto Di Minin Author-Name: Andrea Piccaluga Title: Marketing dell'hight-tech e marketing delle tecnologie Abstract: High-Tech Marketing and Technology Marketing (di Fabrizio Cesaroni, Alberto Di Minin, Andrea Piccaluga) - ABSTRACT: High-tech marketing concepts can be useful to understand important aspects of R&D and technology management. This is due to the fact that the acquisition, improvement and exploitation of intangible assets have become critical for firms? competitiveness. Firms can leverage their R&D investment both internally and externally, as direct producers or buyers and sellers on markets for technologies. Intangible assets are the object of complex transactions and key complementary assets to combine with new innovations. Strategic decisions in technology marketing take into account factors such as the phase of evolution of a technology and the firm?s position with respect to incumbents. This paper offers a theoretical framework to differentiate four possible scenarios, according to the type of innovations, the control over complementary assets and the presence of a dominant paradigm for the exploitation of a technology. The cases of four large industrial R&D labs are used to illustrate these possible scenarios. An effective marketing strategy, clear leadership, and attention to intellectual property issues seem to emerge as determinant factors of success. Classification-JEL: Keywords: Note: Pages: Volume: 2005/4 Year: 2005 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=26014&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2005-004002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Nicoletta Buratti Title: La valorizzazione del potenziale tecnologico secndo una prospettiva market oriented: c'? qualcosa di nuovo nella cassetta degli attrezzi del marketing hight tech? Abstract: La valorizzazione del potenziale tecnologico secndo una prospettiva market oriented: c'? qualcosa di nuovo nella cassetta degli attrezzi del marketing hight tech? (di Nicoletta Buratti) - ABSTRACT: High tech marketing face a fundamental paradox: it must help managers to elaborate strategies apt to satisfy market needs, while at the same time it cannot use traditional research tools in order to interpret such needs and elaborate ideas for new products with the same efficacy demonstrated in mature and/or stable contexts, due to the intrinsic uncertainties that characterize high tech markets. In this paper we outline some features of non conventional marketing research tools (e.g. empathic design and lead users technique) applied by some leading firms in high tech markets, pinpointing advantages deriving from their application, as well as some drawbacks of implementation. We also outline the main features of emerging phenomena, related to the diffusion of virtual communities and networks of practice, as new organizational mechanisms through which the innovative firm can acquire and combine specific and complementary pieces of knowledge necessary for developing new applications for emerging technologies. Finally, we conclude by discussing some implications of these new approaches to reduce market uncertainties and illustrate some directions for future research. Keywords: high tech marketing; marketing research tools; new product development; communities and network of practice. Classification-JEL: Keywords: Note: Pages: Volume: 2005/4 Year: 2005 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=26015&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2005-004003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Piercarlo Ceccarelli Title: Il marketing hight tech: alta tecnologia ma al centro c'? sempre il cliente Abstract: Classification-JEL: Keywords: Note: Pages: Volume: 2005/4 Year: 2005 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=26016&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2005-004004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Daniele Scarpi Title: Persuasione senza menzogna. Un'analisi empirica dei processi decisionali Abstract: Persuasione senza menzogna. un?analisi empirica dei processi decisionali (di Daniele Scarpi) - ABSTRACT: Persuading without Liying: an Empirical Analysis of Decision Making A great deal of research has discussed the effects of presentation order and product category on decision making. However, very few studies empirically test the numerous theoretical suggestions, and such analyses are usually based on ad hoc experiments considering hypothetical situations (or bets) and small convenience samples. Here we investigate the effects of presentation order considering a natural setting and using real data, for two different products (computers and clothes). The empirical results provide support to some of the key-hypotheses advanced by the relevant literature, but also highlight some nuances and differences. These suggest that the effects depend upon the nature of the information considered and upon the type of product. In fact, the effects are emphasized when characteristics are more difficult to compare and where there is a greater interaction between consumers and products. Classification-JEL: Keywords: Note: Pages: Volume: 2005/4 Year: 2005 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=26017&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2005-004005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Francesco Ricotta Title: Dinamiche di sistema del consumerismo in Italia Abstract: Dinamiche di sistema del consumerismo in Italia (di Francesco Ricotta) - ABSTRACT: Despite the growing attention to consumer policy and consumerism, many markets are still characterized by high consumers? vulnerability. Consequently, public authorities, consumer associations and consumer information suppliers have become critical actors capable to enhance consumer rationality, thus reducing the demand side asymmetry. The aim of this paper is to explore the degree of cohesion among those actors, using this measure as a proxy to analyze the capacity and willingness to interact in order to reduce consumer vulnerability. The paper shows some empirical evidences based on network analysis methodology. One of the most interesting result concerns the preliminary evidence of an emerging co-ordination among consumer protection actions, as a first step of a consumer policy focused more in preventing demand side symmetry rather than in reacting against damages created by opportunistic firms conduct. Classification-JEL: Keywords: Note: Pages: Volume: 2005/4 Year: 2005 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=26018&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2005-004006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Cristina Ziliani Title: L'approccio customer-focused alla misura dell'efficacia della promozione al consumo Abstract: L?approccio customer-focused alla misura dell?efficacia della promozione al consumo (di Cristina Ziliani) - ABSTRACT: This paper is concerned with the proposal for a new approach to measuring the effectiveness of consumer promotions, enabled by individual customer information collected via loyalty cards. Our research has three goals: 1) To discuss the complexity associated with measuring promotional effectiveness and the limits of current methodologies; 2) To propose a new customer-focused approach to promotion measurement as opposed to the current product-focused perspective and demonstrate that it expands the measurability of promotional effects in three dimensions: objectives, in that not only sales volume and market share effects can be tracked, but also customer-specific and assortment-wide effects; time, in that promotional effects can be monitored for longer periods of time and the fulfilment of long-term goals can be measured; space: thanks to geo-marketing analysis, sense can be made of the variability of promotional response in different retail markets, channels and outlets. 3)To suggest implications for further research of the adoption of a customer-focused approach to promotions for retailer-supplier relationships. Classification-JEL: Keywords: Note: Pages: Volume: 2005/4 Year: 2005 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=26019&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2005-004007 Number: 7