Template-type: ReDIF-Article 1.0 Author-Name: Sebastiano Grandi Title: A new approach to Marketing Channel Relationship Abstract: Classification-JEL: Keywords: Note: Pages:7-10 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62400&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003001 Number: 1 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62400 Template-type: ReDIF-Article 1.0 Author-Name: Alfonso Siano Author-Name: Chiara Luisa Cant? Title: Re-discovering dual marketing: Internet?s contribution Abstract: Classification-JEL: Keywords: Note: Pages:13-19 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62401&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003002 Number: 2 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62401 Template-type: ReDIF-Article 1.0 Author-Name: Francesca Conte Author-Name: Agostino Vollero Title: CEOs of dual marketers organizations: Communication and reputation management issues Abstract: The paper aims at analyzing how Chief Executive Officers of dual marketers organizations are engaged in corporate communication and reputation management activities. The analysis of the literature enables to define the research questions and an exploratory survey was carried out, involving 82 CEOs from large companies located in Italy, included in the Report of Mediobanca. Results show that CEOs play a strategic role in corporate communication. Particularly, CEOs are strongly engaged in institutional and internal communication, even if they are still reluctant in the use of personal social media. Findings also highlight CEOs are strongly committed in corporate reputation management, above all in activities related to leadership, workplace and performance. The paper is the first of its kind in the Italian context. It sheds light on CEO communication dynamics and contributes to the debate on CEO role in reputation management of dual marketers organizations. Classification-JEL: Keywords: Note: Pages:21-39 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62402&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003003 Number: 3 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62402 Template-type: ReDIF-Article 1.0 Author-Name: Maria Giovanna Confetto Author-Name: Maddalena Della Volpe Author-Name: Claudia Covucci Title: Dual marketers and sustainability communication. Empirical evidence from corporate websites Abstract: Although companies frequently sell to both end-consumers and business customers, the practice of dual marketing has been scarcely studied in the marketing literature. Despite the increasing interest in corporate sustainability, no studies have provided systematic observations regarding these types of companies and their sustainability communication activities. Drawing on a thorough review of the literature, this article aims to fill this gap with an empirical contribution focused on evaluating whether dual marketers adopt appropriate sustainability communication in the digital context. Using the OSEC model, the corporate websites of 174 companies included in the Dow Jones Sustainability Word Index (DJSWI) 2015 were assessed. Our findings revealed a positive outlook, highlighting a significant commitment to sustainability disclosure. However, they show a pragmatic approach to legitimacy, as they are not strongly characterized by a strategic orientation and do not show a strong commitment to stakeholder interaction and engagement. These results provide indications for helping dual marketers improve their digital sustainability communication. Classification-JEL: Keywords: Note: Pages:41-68 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62403&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003004 Number: 4 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62403 Template-type: ReDIF-Article 1.0 Author-Name: Maria Antonella Ferri Author-Name: Maria Palazzo Title: Dual marketing communications: Enriching channel value network with a multi-channel strategic communication Abstract: The marketing literature has made important progress enhancing the understanding of how organisations can efficiently manage their channels of distribution. However, the complexity of current channel systems sets further issues that remain unaddressed especially in terms of corporate communication (CC). The purpose of this paper is to suggest promising research directions in this domain presenting the main features and definition of Dual Marketing Communications (DMC). Different opportunities to connect multiple channel design - through Dual Marketing (DM) - with corporate communication flows? advantages (from supplier to manufacturer, from supplier to final customers and from supplier and manufacturer to final customer) are proposed. Particularly, the chance to integrate CC management and DM research is highlighted in order to enrich channel value network with an original multi-channel strategic communication approach. Classification-JEL: Keywords: Note: Pages:69-83 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62404&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003005 Number: 5 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62404 Template-type: ReDIF-Article 1.0 Author-Name: Cristina Mele Author-Name: Tiziana Russo Spena Author-Name: Marco Tregua Author-Name: Mariarosaria Coppola Author-Name: Marialuisa Marzullo Title: What about the Internet of Everything? An exploratory study in E-health Abstract: Recently, the possibility of connecting smart devices has grown, leading to the ?Internet of Things? (IoT); that is, the networked connections between objects that can exchange data. As the number of connected humans and non-humans grows, the IoT is evolving into the ?Internet of Everything? (IoE), connecting processes, people, and data. Studies on the IoE are in their infancy, and the societal impacts of such applications are still rarely recognized. This paper aims to understand the role of the IoE in service provision in the healthcare business. By carrying out an exploratory investigation on innovative wearable devices in health, the authors address the effects of ubiquitous technologies in terms of actors? engagement and service innovation as the key novelties arising from IoE in healthcare. Classification-JEL: Keywords: Note: Pages:87-109 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62405&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003006 Number: 6 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62405 Template-type: ReDIF-Article 1.0 Author-Name: Riccardo Rialti Author-Name: Lamberto Zollo Author-Name: Maria Carmen Laudano Author-Name: Cristiano Ciappei Title: Social media brand communities and brand value co-creation: Evidences from Italy Abstract: This paper aims to demonstrate how consumers? identification and engagement in social media brand communities are antecedents of brand loyalty intention and electronicword of mouth (E-WOM). Because E-WOM may be considered as a proxy to measure consumers? propensity to participate in brand value co-creation, the present study assessed which factors influence value co-creation in social media brand communities. A survey was administered online to members of Italian Nike+ runners? communities. A multiple mediation analysis based on the use of SPSS PROCESS Macro has been selected as that consumers? identification in social media brand community influences main methodology of this research. The results showed that consumers? identification in the community influences consumers? engagement which, in turn, influences brand loyalty intention. Moreover, this relation is moderated by consumers? trust. Classification-JEL: Keywords: Brand communities, social media brand communities, brand value cocreation, consumers? engagement, trust, E-WOM. Note: Pages:111-133 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62406&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003007 Number: 7 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62406 Template-type: ReDIF-Article 1.0 Author-Name: Francesco Polese Author-Name: Debora Sarno Author-Name: Orlando Troisi Author-Name: Mara Grimaldi Title: From B2B to A4A: An Integrated Framework for Viable Value Co-Creation Abstract: The work aims at introducing a new framework to analyse the dynamics among agents in marketing-oriented management (Gummesson and Polese, 2009) according to a system view on value co-creation (Vargo and Lusch, 2017). By overcoming the product-oriented distinction between producers and consumers in the B2B (Businessto- Business) and B2C (Business-to-Consumer) classifications, the paper presents the shift to Service-Dominant logic (S-D logic - Vargo and Lusch, 2008; Lusch and Vargo, 2014), many-to-many marketing and the A2A (Actor-to-Actor, Vargo and Lusch, 2016) relationships. Then, the study proposes the broader and collaborative concept of A4A (Actor-for-Actor) and introduces an all-encompassing viewpoint by means of the Viable Systems Approach (VSA - Golinelli, 2000). The proposed A4A framework, which merges S-D logic and VSA, can allow at pinpointing the processes and drivers for successful value co-creation and for turning it into viable value co-creation. In this sense, A4A relationships can lead managers to identify strategies fostering innovation and collaboration for company survival in the long run. Classification-JEL: Keywords: Note: Pages:135-161 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62407&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003008 Number: 8 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62407 Template-type: ReDIF-Article 1.0 Author-Name: Daniele Dalli Author-Name: Annamaria Tuan Author-Name: David D?Acunto Title: How online reviewers and actual customers evaluate their shopping experiences. Evidence from an international retail chain Abstract: Online reviews represent an important source of information for consumers and, on the other hand, an important contribution for corporate management. Consumers increasingly rely on other consumers? reviews to make purchase decisions both offline and online. From a corporate perspective, reviews can be used to modify and adapt offerings, services, and to improve communication effectiveness. In this paper we are going to analyze online consumer reviews related to stores from an international retailer. Employing a qualitative and quantitative analysis, we have analyzed 80.910 online store reviews in Italy from April 1st, 2016 to March 31st, 2017. Then, in order to validate online reviews data, we conducted around 800 interviews with consumers at the shops and an online survey on 700 consumers: we want to measure the percentage of online reviewers on total customers and the differences between evaluations from reviewers and non-reviewers. We believe that this validation is necessary for accurate interpretation and further employment of online review data. Classification-JEL: Keywords: Note: Pages:163-180 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62408&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003009 Number: 9 X-File-Ref: http://www.francoangeli.it/Riviste/References.ashx?idArticolo=62408 Template-type: ReDIF-Article 1.0 Author-Name: Comitato di Redazione Title: Reviews Abstract: Classification-JEL: Keywords: Note: Pages:183-185 Volume: 2018/3 Year: 2018 Issue:3 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=62409&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2018-003010 Number: 10