Template-type: ReDIF-Article 1.0 Author-Name: Daniele Dalli Author-Name: Alberto Mattiacci Title: Editorial Abstract: Classification-JEL: Keywords: Note: Pages:7-11 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61804&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Mauro Cavallone Author-Name: Daniela Andreini Author-Name: Giuseppe Pedeliento Author-Name: Francesca Magno Title: Legitimizing the contribution of marketing to firms? success: An exploratory investigation of marketing professionals Abstract: This paper reports the results of research performed by the research team established on the occasion of the 14th meeting of the SIM (Societ? Italiana Marketing) entitled "Il marketing di successo: imprese, enti e persone" held on 26-27 October 2017 at the University of Bergamo. Acknowledging the scant literature on the topic relating marketing performances to firms? success and dealing with what marketing success is and how marketing success can be measured, the study reports findings emerging from a qualitative enquiry involving several in-depth interviews with key informants representing leading firms in the province of Bergamo. Besides providing first-hand definitions of marketing success based on practitioners? experiences, the findings highlight how marketing strives to gain in-firm legitimacy and underline how it contributes to firms? performances. Classification-JEL: Keywords: Note: Pages:15-36 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61805&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002002 Number: 2 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=61805 Template-type: ReDIF-Article 1.0 Author-Name: Fabrizio Mosca Author-Name: Bernardo Bertoldi Author-Name: Chiara Giachino Author-Name: Margherita Stupino Title: Facebook and Twitter, social networks for culture. An investigation on museums Abstract: Social networks are used by companies in order to maintain contacts with existing customers and gain new clients. In the cultural sector these instruments have been adopted only recently. The contribution of new technologies is crucial specially in terms of the huge opportunities they offer to give and receive feedback as well as to create a direct relationship between institutions and audiences. For museums, being online is as important as knowing how to use Web 2.0 in an effective way. Over the last decade, museums have experienced a strong cultural shift from object-oriented towards audience-oriented strategic approaches. Measuring the engagement rate of museums on the main social networks (Facebook and Twitter) is a first indication of the ability of museums to engage audiences, regardless of their popularity or the number of annual visitors. However, considering the number of Likes or Tweets is not enough to evaluate the effectiveness of the social strategies of museums. Users must feel part of museums? life and interact with it. This research analyzes the results obtained by four samples of museums (varyingly well-known) on their Facebook and Twitter page with the aim of evaluating their level of interaction with audiences. Classification-JEL: Keywords: Note: Pages:39-59 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61806&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002003 Number: 3 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=61806 Template-type: ReDIF-Article 1.0 Author-Name: Maria Antonietta Raimondo Author-Name: Stefania Farace Author-Name: Gaetano "Nino" Miceli Title: User-Generated Systems of Signs and Meanings in Product Customization: Taxonomies and Research Directions Abstract: This paper focuses on User-Generated Content (UGC) in product customization by proposing two taxonomies of user-generated signs and meanings integrated into customizable products and shared on social media. The authors develop the two taxonomies combining visual semiotics with an inspection of customized t-shirts and validate the taxonomies applying visual content analysis on customized trolley- and pc-bags. The authors also outline future research directions concerning the relationships between the proposed taxonomies and the evaluations of customized products. This paper has implications for researchers aimed to understand the integration and sharing of user-generated signs and meanings in customization practices and for companies facing opportunities and challenges of such widespread phenomenon. Classification-JEL: Keywords: Note: Pages:61-83 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61807&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002004 Number: 4 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=61807 Template-type: ReDIF-Article 1.0 Author-Name: Nicolas Papadopoulos Author-Name: Yara Ibrahim Author-Name: Alessandro De Nisco Author-Name: Maria Rosaria Napolitano Title: The Role of Country Branding in Attracting Foreign Investment: Country Characteristics and Country Image Abstract: With the growing realization by governments of the beneficial effects of Foreign Direct Investment (FDI), barriers to FDI have been dropping but competition among countries for the limited pool of global capital, often through promotion and country branding, has intensified dramatically. The literature on FDI location choice is voluminous, but empirical findings are often contradictory and the factors studied are limited to tangible country characteristics without accounting for perceptual considerations. This study uses OLS regression to investigate the role of country branding in tandem with traditional country characteristics in the MENA region. The results show that the influence of country branding is significant and relevant implications are discussed. Classification-JEL: Keywords: Note: Pages:85-108 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61808&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002005 Number: 5 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=61808 Template-type: ReDIF-Article 1.0 Author-Name: Veronica Giuliani Author-Name: Nathalie Colasanti Author-Name: Rocco Frondizi Author-Name: Manuela Barreca Title: Civic crowdfunding, social marketing and the co-creation of public value Abstract: The issue of illegitimately appropriated pieces of art is very relevant for Italy, whose artistic patrimony is one of the largest in the world. This paper presents a project for improving the protection and retrieval of stolen art, based on the employment of a co-production perspective, engaging different actors and sectors in the process, and on the use of civic crowdfunding as a co-financing and social marketing tool. Thus, citizens take an active role in the co-creation of public value, as highlighted by Esposito et al. (2015), who find a strong link between social interaction, the aforementioned co-creation of public value, and the success of civic crowdfunding projects. Civic crowdfunding can be employed as a new financial tool for the enhancement of social inclusion and civic participation and engagement, with the perspective of fostering cooperation and collaboration between all sectors of society. Classification-JEL: Keywords: Note: Pages:109-130 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61809&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002006 Number: 6 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=61809 Template-type: ReDIF-Article 1.0 Author-Name: Alessandro Augurio Author-Name: Laura Castaldi Author-Name: Felice Addeo Title: Servitization in managerial literature: A content analysis Abstract: One of the most important phenomena of the modern economy is servitization, conceived as the evolution from offering a simply material product to a productservice system. The literature on servitization is rich but also composite and quite heterogeneous. Contributions adopt different perspectives with different research objectives and often use a variety of names to refer to the same thing, making it difficult to define and precisely circumscribe the phenomenon. Considering the state of the art, this work aims to analyse the managerial literature to bring to light common dimensions scholars use when dealing with servitization, thus proposing a new way of cataloguing that goes beyond the idea of mainstreams and research communities and considers multiple aspects of the phenomenon at the same time through multivariate statistical methods. The literature analysis was carried out using the content analysis technique, which allows reducing a phenomenon in a set of defined categories, thereby facilitating its analysis and interpretation. Data analysis identified three main research dimensions, which allowed sampling of papers in four different clusters and leading to the identification of four main research areas in the managerial literature. Insights for future research are consequently identified. Classification-JEL: Keywords: Note: Pages:131-160 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61810&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002007 Number: 7 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=61810 Template-type: ReDIF-Article 1.0 Author-Name: Gennaro Iasevoli Title: Book Reviews Abstract: Classification-JEL: Keywords: Note: Pages:161-163 Volume: 2018/2 Year: 2018 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=61811&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-002008 Number: 8