Template-type: ReDIF-Article 1.0 Author-Name: Daniele Dalli Title: La crisi della domanda. Consumatori in crisi e/o mercato in trasformazione? Abstract: Classification-JEL: Keywords: Note: Pages:5-10 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34186&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Gianni Cozzi Title: Introduzione. L'usability dei prodotti ad alto contenuto di tecnologie innovative Abstract: Classification-JEL: Keywords: Note: Pages:11-16 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34187&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Nicoletta Buratti Author-Name: Sara Cepolina Title: Marketing e usabilit? dei prodotti high tech: analisi dei contributi teorici e problemi aperti Abstract: Marketing and usability of high tech products: past research and energing issues<(em> - With the widespread diffusion of digital technologies and the related incorporation of electronics, computer chips and so on into the most common of households and office environments, most people use devices based on technological advances they don?t really know. That?s why they need their phones, computers, cameras, Mp3 players and so on to work the way they think with common sense: new technology based products should be easy to use and fit in with work practices, activity and context of consumer. Product usability is a critical dimension of product quality as perceived by users, and great attention should be granted to it in new product development process, with marketing function playing a pivotal role. The aim of the paper is to investigate the concept of usability and to pinpoint managerial implication for design, development and marketing of new technology based products easy to use, focussing on the analysis of theoretical contribution deriving from three current research fields: user & consumer behaviour, design & engineering, marketing & innovation management. The paper ends with some remarks about the fact that usability and aesthetics (of new products) should be considered intertwined and for this reason innovative firms should pay greater attention to marketing and design effective interaction during new product development process. Keywords: product usability, new product development, high tech marketing, design. Classification-JEL: Keywords: Note: Pages:17-44 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34188&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Massimiliano Pinucci Title: Progettare l'usabilit? in ambienti estremi: interfacce per velivoli sportivi Abstract: Design and usability for extreme environments: interfaces for sports aircraft - As lecturer of Communication Strategies at ISIA of Florence, a MUR Higher Institute specifically dedicated to Product and Communication Design, I introduce my case history not as a man of marketing, but as a designer and planner. In Design and usability for extreme environments, the usability is understood not as a project requirement which aims to offer improved product achievement, but as a competitive advantage capable of increasing a market, a planning approach in which the simplification of use becomes an innovative factor for the marketing of products or services. The extreme environment treated here is sports planes. Following years of the sport of flying being viewed as elitist, the advent of the ultralights in the 1980s provided a response, coming from the base, to the need to fly that had been kept under wraps. And in just a few years, thanks to the revival of a market, research and innovation have appointed new generations of aircraft, multiplying by ten, twenty times the number of users and increasingly refined means, both for technology and materials and for the performance and reliability. Through the re-evaluation of the instruments and interfaces, the behavioural model of the sports pilot and the role of light aircraft, the aim of our work is to create a new market through an extreme concept of usability, moving to increase a diverse concept of personal mobility that can lead to interesting and innovative developments, with returns to research and production. Keywords: Design, Usabilit?, Volo sportivo, Interfacce, Mobilit?. Classification-JEL: Keywords: Note: Pages:45-72 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34189&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Sergio Tonfi Title: La semplicit? come driver di un approccio people-centric al marketing della tecnologia: l'esperienza Philips Abstract: Simplicity as the key driver to market technology: the Philips case - Technology is present in our life everywhere. But the digital promise to help people living better is not yet arrived. That?s why Philips has choose simplicity ad a driver for its new brand positioning, looking for products and solutions able to really improve the quality of life based on the promise of making more sense but also simpler to use. Marketing function has now the leading role to transform Philips into a more customer-centric organization. A new set of tools, including mission critical initiatives and net promoter score, together with a complete re-thinking of the use of communication to address both the world outside but also the internal target, are changing the face of Philips, a leading multinational in the strategic areas of healthcare, lighting and consumer lifestyle. Keywords: Power of technology, making senso of technology, looking for simplicity, consumer?s needs evolution, customer centricity, brand re-positioning, value proposition house, mission critical initiative, net promoter score. Classification-JEL: Keywords: Note: Pages:73-92 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34190&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Piercarlo Ceccarelli Title: La usability per orientare, correggere e ripensare la progettazione di prodotti e servizi Abstract: Classification-JEL: Keywords: Note: Pages:93-107 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34191&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Lia Zarantonello Title: L'adattamento della brand experience scale al mercato italiano Abstract: The Adaptation of the Brand Experience Scale to the Italian Market - The importance of brand experience has been acknowledged by both practitioners and scholars, as testified by several marketing activities and publications appeared recently. Nevertheless, only one instrument has been developed in literature to measure the intensity of such experience: the Brand Experience Scale. The aim of this paper is to adapt this scale to the Italian market, through a quantitative study based on structural equations modelling. The factorial structure of the construct brand experience is thus assessed, as well as the psychometric properties of the scale (i.e., internal consistency, convergent validity, and discriminant validity). After discussing the limitations of the study and its managerial implications, possible directions of future research are outlined. Keywords: brand experience, esperienza di consumo, scala di misurazione. Classification-JEL: Keywords: Note: Pages:109-132 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34192&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Sebastiano Grandi Author-Name: Edoardo Fornari Title: Il ruolo e la gestione dell'innovazione industriale nei processi di filiera Abstract: The role and management of industrial innovation in channel processes - A note The purpose of this paper is to discuss the role and management of Product Innovation on the value creation process in distributive channel. In the first part the paper aims to point out, through the analysis of the Italian market, the consistency of new products performance in Fast Moving Consumer Goods sector and their contribution on market growth. In the second part the paper discusses the efficacy of the access regulation mechanism (listing fees) of new industrial products in retail assortment. Keywords: product innovation, retail assortment, listing fees, new product management, channel relationships. Classification-JEL: Keywords: Note: Pages:133-158 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34193&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:159-161 Volume: 2008/3 Year: 2008 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34194&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-003009 Number: 9