Template-type: ReDIF-Article 1.0 Author-Name: Evert Gummesson Title: Editoriale. The three service marketing paradigms: which one are you guided by? Abstract: Classification-JEL: Keywords: Note: Pages:5-13 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45509&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Evert Gummesson Author-Name: Cristina Mele Author-Name: Francesco Polese Title: The 3 pillars of the naples forum Abstract: Classification-JEL: Keywords: Note: Pages:15-17 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45510&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Jaqueline Pels Author-Name: Francesco Polese Author-Name: Roderick J. Brodie Title: Value co-creation: using a viable systems approach to draw implications from organizational theories Abstract: Scope of the paper is improving our understanding of ?value co-creation?, one of the cornerstones of the Service-Dominant (S-D) logic, which is focused on the undertaking of specific human interactive forms; to accomplish this goals the paper analyzes several organization theories? insights, and specifically configuration theory, structuration theory, effectuation theory and governance theory. These organizational theories, indeed, can be used to explain the nature of human collaboration within dyadic and/or network-based interactions. Specifically, by adopting a particular systems theory perspective known as the ?viable systems approach? this paper purports to integrate these theoretical perspectives, and thus provides insight into the nature of interactions required in the value co-creation process. The paper starts by addressing the literature-based shift from ?value creation? to ?value co-creation,? and the conceptual complexity associated with the co-creation process. Next, the four organizational theories (i.e., configuration theory, structuration theory, effectuation theory, and governance theory), which examine specific issues of collaboration are briefly discussed. Third, the paper?s interpretative lens, the ?viable systems approach,? is introduced and linked to the four organizational theories for the purpose of deriving implications for value co-creation. Finally, the paper closes with a short conclusion. Moreover, a glossary of key terms used in the paper is provided in the Appendix. Classification-JEL: Keywords: Co-creazione di valore, configuration theory, structuration theory, effectuation theory, governance theory, approccio sistemico vitale. Note: Pages:19-38 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45511&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Roberto Aguiari Author-Name: Primiano Di Nauta Title: Governing business dynamics in complex contexts Abstract: The paper is to highlight the peculiarities of Service Science, Management and Engineering (SSME) and its proposals with reference to network and systems theories, such as the Many-to-Many, and the Viable Systems Approach (VSA), (VSA) represents an interpretative lens for complex phenomena, and seems to be suitable for analysing service systems because its capacity to move from holism to reductionism, respecting the single characteristics of each entity of the context. SSME and Many-to-Many are gradually being integrated, and the network theories, and specifically (VSA), could considerably support this process by contributing with its own scientific proposals. Authors believe that the (VSA)?s view on business purposes, value creation and the management of relations are strongly coherent with the view proposed or tacitly implied by SSME and Many-to-Many approach. Classification-JEL: Keywords: Servizio, consonanza, risonanza, rilevanza, governance, complessit?. Note: Pages:39-59 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45512&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Jorg Freiling Author-Name: Kathrin Dressel Author-Name: Sven M. Laudien Title: On the sluggish adoption of total cost of ownership business models - A SDL perspective Abstract: It is rather undisputed that in recent times the economy is to a large extent a service - and maybe even more - a knowledge driven one. The service-dominant logic concept points to the pervasive service nature of business concepts and transactions and their dominance. This would suggest a high level of openness to innovative service solutions in general. The authors focus on the ?Total Cost of Ownership? concept, the obstacles from the customer?s point of view and the long and uncertain way of final adoption. The paper advances research in three ways: First, the authors connect the phenomenon of a sluggish adoption of innovative hybrid business models with servicedominant logic reasoning. Service-dominant logic thinking opens the door for a better understanding of imperfectly designed business models. Second, they shed additional light on organizational purchasing decisions in the context of cognitive biases. Third, they give empirical evidence to support their viewpoint. Classification-JEL: Keywords: Servizio, consonanza, risonanza, rilevanza, governance, complessit?. Note: Pages:61-80 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45513&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Vincenzo Formisano Author-Name: Giuseppe Russo Author-Name: Rosa Lombardi Title: A service-dominant logic for banking services Abstract: In the current competitive scenario, services now pervade all business activities, involving every production system and every organization. The emerging importance of services and their decisive role, compared to goods, in every business transaction in the global economy encourages scholars, professionals and business experts to engage in research models, paradigms and theories to better describe the new processes of value creation. This paper aims to analyze the applicability of the theoretical Service-Dominant Logic model to the field of local banking services, therefore, to interpret the concepts within a sector, that is, banking, in which the service component is increasingly becoming more strategic. The article briefly reviews the main features of the evolution of the process of banking services to represent their current evolutionary foundations in the light of the new paradigm of the S-D Logic. The paper combines theory and practice, with the help of a case study, appropriately selected for analysis. To conclude, the analysis shows that the theoretical approach of the Service-Dominant Logic improves the performance of the bank analyzed in economic terms (increased economic value created) as well as in terms of services offerred to customers with improved interactions, relationships and loyalty. Classification-JEL: Keywords: Service Dominant Logic, Co-creazione di valore, servizi bancari. Note: Pages:81-93 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45514&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Alessandra Mazzei Author-Name: Annamaria Esposito Title: Il piano di comunicazione da strumento a processo organizzativo e relazionale. Il caso Henkel italia Abstract: L?articolo propone un metodo per pianificare la comunicazione secondo una logica processuale e relazionale che ne evidenzia i fattori di processo e di relazione. L?analisi della letteratura evidenzia il prevalere di una logica analitica e razionale che intende il piano di comunicazione come flusso predefinito di attivit?. La proposta contenuta in questo articolo ? stata elaborata impiegando il modello di business process re-engineering dell?Action Workflow, che interpreta ogni processo aziendale come interazione e ne evidenzia gli aspetti relazionali. L?articolo presenta poi la fase esplorativa di una ricerca volta a verificare se le aziende adottano una logica analitica e razionale oppure processuale e relazionale per pianificare la comunicazione, realizzata attraverso lo studio di caso Henkel Italia. Nelle conclusioni discute alcune implicazioni manageriali e per la ricerca futura. Classification-JEL: Keywords: Pianificazione, comunicazione, processo relazionale, studio di caso. Note: Pages:95-113 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45515&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Ilaria Baghi Author-Name: Marcello Tedeschi Title: L?effetto paese d?origine sul comportamento del consumatore verso i prodotti cause related: intenzione all?acquisto, disponibilit? a pagare e valutazione delle iniziative di cause related marketing Abstract: L?obiettivo del presente lavoro di ricerca ? quello di investigare il ruolo dell?effetto del paese d?origine nel contesto delle iniziative di cause related marketing. Le ipotesi riguardano l?influenza delle credenze relative al paese d?origine del prodotto sull?intenzione all?acquisto e sulla percezione da parte dei consumatori di tali iniziative. Lo studio consiste di un disegno sperimentale 2X2 between subjects. I risultati mostrano influenze significative del paese d?origine sulla attrattivit? del prodotto, sull?intenzione all?acquisto, sulla disponibilit? a pagare e sulla percezione di utilit? sociale della iniziativa. La provenienza del prodotto non ha effetti rilevanti sull?atteggiamento e sull?importanza attribuita alla mission causa sociale. Classification-JEL: Keywords: Cause related marketing, effetto paese d?origine, comportamento del consumatore, disponibilit? a pagare, probabilit? d?acquisto, disegno sperimentale. Note: Pages:115-129 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45516&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: Maria Chiarvesio Author-Name: Eleonora Di Maria Title: Innovazione, comunicazione e presidio dei mercati. le performance delle imprese del made in Italy Abstract: Le imprese manifatturiere sono chiamate a rinnovare la propria offerta attraverso un pi? esplicito investimento nel marketing come funzione in grado di costruire relazioni interattive con i clienti e supportare l?innovazione simbolica e la proposta di nuovi significati da veicolare al mercato. Dal punto di vista empirico sono ancora limitati gli studi che approfondiscono le strategie di marketing, in particolare sul fronte della comunicazione, delle imprese italiane mettendo a confronto le politiche di prodotto, il ruolo del design, l?investimento in marca e le politiche distributive, con un?attenzione ai mercati esteri. Il paper sviluppa un approfondimento empirico relativo alle strategie di comunicazione delle piccole e medie imprese specializzate nei settori del made in Italy, attraverso un?analisi quantitativa relativa a oltre 400 imprese operanti nei mercati finali. Classification-JEL: Keywords: Brand, design, innovation, communication, competitiveness, SMEs. Note: Pages:131-153 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45517&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001009 Number: 9 Template-type: ReDIF-Article 1.0 Author-Name: Alberto Pastore Author-Name: Camilla Barbarossa Title: Green consumer behaviour: an exploration of values held by "subjectivist" consumers Abstract: Despite the last decades have seen a progressive increase in environmental consciousness worldwide, market shares of green products are still rather low and a deep understanding of eco-friendly purchasing behaviour seems still a long way off. Adopting the Theory of Planned Behaviour and the Schwartz Value Survey as theoretical framework, the aim of this study is, first, to explore which "positive" values guide environmentally minded consumers towards the purchasing of eco-friendly products. Secondly, to explore which "negative" beliefs prevent these consumers from purchasing green goods and, finally, to deepen which is the role played by such antecedents within the purchase decision process. A better knowledge of green purchase decision process may help firms selling green products to tailor marketing strategies and, thus, reduce the intention-behaviour gap faced by green consumers. Due to a distinct lack of research on this topic, an exploratory, qualitative research was conducted using focus groups and data analysed with Cognitive Maps technique. Classification-JEL: Keywords: Green consumer behaviour, prodotti ecologici, Teoria del Comportamento Pianificato, valori, focus group, mappe cognitive. Note: Pages:155-179 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45518&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001010 Number: 10 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:179-181 Volume: 2012/1 Year: 2012 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=45519&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2012-001011 Number: 11