Template-type: ReDIF-Article 1.0 Author-Name: Enrico Valdani Title: La bussola del marketing Abstract: Classification-JEL: Keywords: Note: Pages:5-9 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37325&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Gianpiero Lugli Title: Il ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato Abstract: Il ruolo della politica assortimentale nella crisi e rilancio dell'ipermercato - This paper presents the main findings of a research that Cermes - Bocconi has carried out on behalf of some industrial firms (Barilla, Campari, Coca-Cola, Ferrero, Kraft, Parmareggio) and with the contribution of some commercial firms (Agor?- Poli, Auchan, Carrefour, COOP Estense, GS, SELEX, SIGMA, SMA). The main goal of the research was to discover the importance of assortment policies in industrial and retail marketing. First, we verify the hypothesis that explain the continued increase in assortment dimension with the dependence of retail marketing upon manufacture?s contribution leading to a pour service to consumers. Then we verify that the convergence of assortment is the main cause of hypermarket crisis as well as a great contributor to the reduction of store loyalty. This paper aim to introduce a series of empirical research on the subject of retail assortment.

Keywords: assortment, intertype-intratype competition, diversification, assortment quality, channel partnership

Parole chiave: assortimento, intertype - intratype competition, diversificazione, qualit? dell?assortimento, collaborazione di canale Classification-JEL: Keywords: Note: Pages:11-32 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37326&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Beatrice Luceri Title: L'influenza della politica assortimentale sul comportamento d'acquisto nel settore grocery Abstract: The paper analyzes assortment influence on consumers grocery purchasing behaviour - The author aims to understand its role in channel and retail choice, consumers interest for diversification into products categories handled by specialist shops, the factors influencing a clear reading of the assortment, the relationship between brand and store loyalty. The objectives are attained through a survey involving loyal customers of a retailer, leader in the Italian supermarket and hypermarket market. As a result, marketing considerations and guidelines aimed at maximizing the effectiveness of the assortment policy have been outlined.

Keywords: assortment, purchasing behaviour, grocery, store loyalty, brand loyalty

Parole chiave: assortimento, comportamento d?acquisto, beni di largo consumo, fedelt? alla marca, fedelt? al punto vendita Classification-JEL: Keywords: Note: Pages:33-52 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37327&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Sabrina Latusi Title: La gestione della stagionalit? nella politica assortimentale Abstract: The management of seasonal changes in retailers? assortment policy - The paper analyses the management of seasonal changes in retailers? assortment policy. By analysing the weekly sales of over 300 product categories, a methodology to classify product categories based on the seasonal evolution of sales is proposed. Retailers? capability to adapt their assortment policy by markets and store formats in front of different product category selling seasons has been assessed. Finally, the effectiveness of the strategies to define the starting and ending points of the merchandising season for different product categories has been evaluated. The research shows that the management of seasonal changes in retailers? assortment strategies is an area where improvements in terms of both efficiency and efficacy can still be made. Finally, the results are translated into a set of managerial considerations and guidelines aimed at the optimization of retailers? policies.

Keywords: assortment policy, selling season, merchandising season, product categories, retail

Parole chiave: politica assortimentale, stagionalit?, stagione di merchandising, categorie merceologiche, distribuzione Classification-JEL: Keywords: Note: Pages:53-70 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37328&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Edoardo Fornari Author-Name: Sebastiano Grandi Title: Le leve della competizione assortimentale Abstract: Retailer assortment competition - The aim of this paper is to in-depth analyze assortment as a key-dimension of competition between grocery retailers. Supermarkets located in the same area are generally characterized of a part of product range which is the same as the one proposed by direct competitors. Each retailer tends to frequently monitor this kind of products and brands, which are directly comparable, in order to well know pricing strategies of other retailers. However, in the actual hyper-competitive markets, large retailers need to find out new sources of competitive advantage, different from low pricing. So that it could be useful to focus attention on the exclusive part of assortments, which is a great differentiation (and non-price) lever.

Keywords: assortments, competition, superposition, modern trade, differentiation, exclusiveness

Parole chiave: assortimenti, competizione, sovrapposizione, distribuzione moderna, differenziazione, esclusivit? Classification-JEL: Keywords: Note: Pages:71-90 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37329&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Francesco Schiavone Title: Le strategie di crescita delle imprese elettriche europee dopo la liberalizzazione Abstract: The Growth Strategies of the European Electricity Firms after Liberalisation - The paper stresses how the recent directives of European Commission (aimed at liberalising the European electricity industry) affected the growth strategies of the main European electricity companies during the last 10 years. The most used strategies were diversification in other utilities markets (e.g. gas and telecommunications) and internationalisation (mainly via acquisitions of foreign electricity companies). These strategies were crucial in order to allow the transition of these companies towards the "multi- utility" business model.

Keywords: electricity industry, liberalisation, firm strategies, internationalisation, diversification, acquisitions

Parole chiave: industria elettrica, liberalizzazione, strategie d?impresa, internazionalizzazione, diversificazione, acquisizioni Classification-JEL: Keywords: Note: Pages:91-115 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37330&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Barbara Gaudenzi Author-Name: Antonio Borghesi Title: La criticit? delle relazioni con i clienti-committenti nell'analisi dei rischi nei progetti industriali Abstract: The critical role of customer relationships in the project risk analysis - The present paper describes a risk analysis approach within industrial projects, showing the evidences from a case study. The method is ?customer centric? analyzing how project management and project risk may be influenced, or driven, by the customer himself. This approach comprises project portfolio mapping, objectives? definition and hence measurement and evaluation of a panel of indicators devoted to address the capability to achieve project objectives as expected by the customer. The method leads also to the analysis of critical obstacles that stand in the way of effective customer relationships.

Keywords: project management, risk management, relationship management

Parole chiave: project management, risk management, relationship management Classification-JEL: Keywords: Note: Pages:117-139 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37331&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Piercarlo Ceccarelli Title: Marketing, competitivit? e sviluppo sostenibile Abstract: Classification-JEL: Keywords: Note: Pages:141-150 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37332&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:151-153 Volume: 2009/3 Year: 2009 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37333&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-003009 Number: 9