Template-type: ReDIF-Article 1.0 Author-Name: Gianni Cozzi Title: Come contrastare la cattiva reputazione del marketing Abstract: Classification-JEL: Keywords: Note: Pages:5-11 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38085&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Alberto Mattiacci Title: La sezione Wine Marketing: una breve introduzione Abstract: Classification-JEL: Keywords: Note: Pages:13-20 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38086&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Gianluca Vagnani Author-Name: Loredana Volpe Title: Alla ricerca del valore della filiera vitivinicola: verso la formulazione di un modello di analisi Abstract: Measuring the value of the wine productive chain: toward the development of a model of analysis - This study presents the theoretical construct named "extended productive chain" as a model that may possibly be used in order to express and measure the value of the multiple relationships and interrelationships existing among economic activities. When applied to the wine productive chain, the model shows the relevance and value that the latter is able to create because of its effects on both some linked productive chains (e.g. bottles, tops, labels), and other correlated ones (e.g. publishing, food and beverage, tourism). This value is also due to its intangible components (e.g. reputation, "made in Italy" image worldwide). Besides, the present study sheds light on some criticalities related to the Italian wine productive chain, whose relational components may turn from synergic factors into channels of contagion and diffusion of negative effects among different productive chains. Thus, this contribution leads to reflect about the need for institutional actors, professional associations, and firms to develop and strengthen their planning skills in order to protect and re-create the value induced by the wine productive chain within a changing environment over time. Classification-JEL: Keywords: Value chain, extended value-added, wine industry Note: Pages:21-43 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38087&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Costanza Nosi Title: The Aussie value innovation. How Australia escaped the Red Queen of the global wine business Abstract: The Aussie value innovation. How Australia escaped the Red Queen of the global wine business - Using the Australian wine industry as a case study, the Author provides a possible reading of the undergone transformations of the global wine business in the last few decades. From Europe-centred to world-wide, the wine business has assisted to the enlargement of its boundaries and the rise of new features and dynamics, as well as new competition rules. The Author?s contribution is to provide a broad picture of the global wine business evolution in the light of the value innovation interpretative framework. Usually regarded at the firm level, here the Author considers that value innovation may be implemented at a country level as well, through broad planning activities and the adoption of collective strategies, facilitated by both industry and environmental factors. Classification-JEL: Keywords: Value innovation, market-driving strategies, country-level strategies wine business, Australia Note: Pages:45-70 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38088&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Ulrich R. Orth Author-Name: Ren? C. G. Arnold Title: Understanding wine consumer behavior: Recent insights and open issues Abstract: Understanding wine consumer behavior: Recent insights and open issues - Research into the processes underlying consumer behavior related to wine has made great strides in the past decade, most notably through institutions and individuals in the "New World", but also in Europe. This article contains a unique overview of work conducted by the world?s leading researchers in the dynamic field of wine consumer behavior. Given the diversity of wine consumer behavior research, and the proliferation of high-end studies this article strives to achieve a balance between reviewing recent developments of particular significance and highlighting possible areas for future studies. Classification-JEL: Keywords: Wine consumer behavior, consumer motivation, consumer perception, consumer personality, consumer choice, research methods Note: Pages:71-94 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38089&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Patrizia de Luca Author-Name: Michela C. Mason Author-Name: Federico Nassivera Title: Packaging e comunicazione: una ricerca empirica nelle zone vinicole del Friuli Venezia Giulia Abstract: Packaging and communication: an empirical research in the Friuli Venezia Giulia region - Due to some different factors, the communication role of packaging is becoming more important for numerous products. To communicate effectively, marketers need to know how communication actually works. On the basis of this consideration, supported by several theoretical and empirical evidences, the authors refer to the model of the communication process in order to develop a field research. This model explains the relations between the sender and the receiver, and the related encoding and decoding process. The aim is first of all to point out, classify, and analyze the main contents of the message and the components of packaging used by a sample of wineries in the Collio and Colli Orientali del Friuli area, and then to relate these aspects with the structural and competitive features of the firms. Classification-JEL: Keywords: Packaging, communication, wine industry, message, factor analysis Note: Pages:95-121 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38090&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Oronzo Trio Title: La distribuzione nel settore edile tra cooperazione e conflitto Abstract: The distribution in the construction market between cooperation and conflict - The paper aims to analyze the links between industry and trade in the construction market looking for the specificness of subjects turning around it through an empiric survey realized in the 2008 with a sample of firms working in Abruzzo. In particular, it has been described the nature of these relations trying to answer the question if they can be defined as cooperative or conflictual ones and explaning their causes and consequences on the base of the interpretations of the interviewed sample. The result is the presence of a complex of quite collaborative relations thanks to investments in trust: this one is the real essence of the relation and, at the same time, the reason of its stability. Classification-JEL: Keywords: Building market, building materials, cooperation, conflict, trade. Note: Pages:123-145 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38091&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Azzurra Annunziata Title: L'etichettatura come strumento per la comunicazione della qualit? dei prodotti alimentari: limiti ed opportunit? legati alla propensione dei consumatori verso le etichette alimentari Abstract: Labeling as a marketing tool of food products: limits and opportunities related with the propensity of consumers towards food labels - Food labels are a source of information and most often the first means for directly connecting with a consumer but its potential is not always well exploited. Labels may be an instrument for establishing product differentiation, differentiation across food categories and within a specific category. The objectives for this study are to quantify the extent of consumer awareness, knowledge and behaviour in relation to food labelling, in order to analyse if labelling is a valid tool of direct shopping aid and what are the limits of labelling effects. To collect data a questionnaire was administered to a sample of 400 consumers living in Campania. Data generated in this way are submitted to exploratory and segmentation analysis in order to understand what drives high or low label element use. Classification-JEL: Keywords: Labelling, food products, products differentiation, consumer, cluster analysis Note: Pages:147-166 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38092&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:167-169 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38093&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004009 Number: 9 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Mission della rivista e norme editoriali Abstract: Classification-JEL: Keywords: Note: Pages:171-174 Volume: 2009/4 Year: 2009 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=38562&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-004010 Number: 10