Template-type: ReDIF-Article 1.0 Author-Name: Luca Bonansea Author-Name: Daniele Dalli Title: Editorial Abstract: Classification-JEL: Keywords: Note: Pages:7-13 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56296&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Francesco Casarin Title: In memory of Prof. Maurizio Rispoli (4 jan. 1937-12 jan. 2016) Abstract: Classification-JEL: Keywords: Note: Pages:15-15 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56297&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Nicoletta Buratti Author-Name: Riccardo Lanzara Author-Name: Michele Simoni Title: Technological innovation and marketing. a multi-perspective analysis Abstract: How can we develop new products, services, and systems that are able to satisfy the needs of firms potential customers not yet emerged? How should we rethink technology innovation processes under the requirements of value co-creation? How can we foster innovation through effective links between marketing and R&D departments, both inside and outside the boundary spanning of a single firm? With the aim to stimulate answers to these questions, we launched a special issue of Mercati e Competitivit? on Technology, innovation and marketing. Coming challenges in an emerging new business landscape. In this introductory paper, we argue that the relationship between technological innovation and marketing is multifaceted and multidirectional. Thus, the paper proposes a conceptual framework to highlight the different perspectives through which this relationship can be investigated. In the last section, we present the different papers collected in the special issue and position these papers within the proposed conceptual framework. Classification-JEL: Keywords: Note: Pages:19-44 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56298&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Luca Buccoliero Author-Name: Elena Bellio Author-Name: Maria Mazzola Author-Name: Elisa Solinas Title: Technology innovation in healthcare and changing patient?s behaviors: new challenges for marketing Abstract: The authors aim to determine the role of an innovative healthcare marketing approach, emerging within the context of recent health technological developments and in the light of a new patient profile. In the first section of the paper, academic literature allows reaching a full understanding of recent innovations in the healthcare industry and of the new expectations arising in today?s patients. On one side, health information technology (HIT) mainly focuses on enhancing life expectancy and on improving diagnostic and treatment options, both in an efficient and cost effective way. On the other, today?s patients are willing to accept HIT applications and switch to new and unconventional service delivery solutions in order to get a better care experience and a deeper involvement in the care process. In the second section, results of an empirical research based on primary data provide evidence of patients? emerging value drivers. Our aim is to present a critical discussion on how a marketing-based approach could lead to better results, from both the patient?s and healthcare provider?s point of view. As a consequence, a major reengineering of healthcare services is required and must be driven by a new healthcare marketing approach. Classification-JEL: Keywords: Note: Pages:45-70 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56299&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Adele Parmentola Author-Name: Ilaria Tutore Title: New trends in the development of Chinese high-tech companies: an open innovation perspective Abstract: Despite the recent success of the open innovation theories, none of the authors have described so far the innovation strategy of Chinese companies from an open innovation perspective. This paper aims at filling this gap in the literature, providing an analysis of the innovation strategy of Chinese companies adopting the open innovation paradigm. The study relies on a confirmative multiple-case study analysis of the innovation strategy implemented by four Chinese high-tech companies operating in the telecommunications equipment industry. The results demonstrate that the paradigm of open innovation shows its beneficial effects also in contexts like China that do not have the typical features of Western contexts where this paradigm was born and has been tested. Classification-JEL: Keywords: Note: Pages:71-102 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56300&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Francesca Negri Author-Name: Vania Vigolo Author-Name: Angelo Bonfanti Title: Managing responses to online reviews: an opportunity for value co-creation? Abstract: Companies use social media differently according to their mental models and specific historical antecedents. Accordingly, service providers? online interactions with customers can produce different results in terms of value creation. This qualitative study explores the provider?s role in value (co)-creation in social-media contexts. More specifically, it analyses providers? reactions (i.e. responses and non-responses) to usergenerated reviews and investigates what type of value creation derives from the customer-provider online interaction. For this purpose, we collected hotel responses publicly available on TripAdvisor, using the web-based ethnography method. To analyse the data, we combined the social media sensemaking model proposed by Ryd?n et al. with the value-creation framework proposed by Gr?nroos and Voima. The findings contribute to the literature about online value co-creation by suggesting a taxonomy of providers? reactions to online reviews. As regards managerial implications, we provide recommendations for formulating responses to online reviews. Classification-JEL: Keywords: Note: Pages:103-122 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56301&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Francesca De Canio Author-Name: Davide Pellegrini Author-Name: Maria Elena Aramendia-Muneta Title: The smartphoners: consumer segmentation by smartphone usage Abstract: Smartphone usage is becoming an integral part of consumers? lifestyle. Over 50% of the worldwide population own at least one smartphone and the adoption of mobile technologies have reshaped the boundaries between online and offline. This study aims to segment consumers by means of activities they perform on personal mobile phones. By analysing 264 online questionnaires and using ten smartphones? functionalities, we identify five main Smartphoners? profiles: Utility Users, Gamers, Unfriendly Users, Moderator Users and Supersmartphoners. Differences between smartphone users in terms of age, gender and area of residence, as well as brand of the smartphone owned, hours of usage and reasons to use have been investigated. Managerial and academic implications have been discussed. Classification-JEL: Keywords: Note: Pages:123-144 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56302&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Natalia Kudryashova Title: Competition in the web search market: impact of user behaviour Abstract: The success of a search provider in a competitive environment is closely linked to its popularity with the users. This paper studies the effects of user perception and behaviour on the dynamics of the web search market and presents a model based on factors traditionally left out of economic models, such as the user?s habitual attraction to a particular provider and brand loyalty. It estimates the prevalence of biased switching behaviour in the desktop internet search market and outlines the expected future dynamics of the market, should current trends continue. It further discusses the interpretation of the empirical data concerning the market share, which may be relevant in the context of litigation against Google. Classification-JEL: Keywords: Note: Pages:145-175 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56303&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: Gennaro Iasevoli Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:179-181 Volume: 2016/1 Year: 2016 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=56304&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2016-001009 Number: 9