RISULTATI RICERCA

The present study is focused on the endorser topic following two different paths: firstly, proposing an extension of the theoretical match-up model, enlarge it through two other potential types of consistency: the typicality fit and the imagery fit. Secondly, the present study aims verifies the applicability of the same framework to the emerging situation with a brand linked to a not well-known endorser (internal as the founder or external as a web influencer). An experimental 3*2 (fit typology*high/low notoriety) between subject analysis was conducted in the food service domain. It showed some interesting considerations. From a theoretical point of view, the first relevant finding is that endorsement might be assimilated to a co-branding strategy, confirming the match-up model as an effective theoretical framework in this domain as well, with significant differences among the three fit typologies investigated. The typicality fit reveals to be the less effective in increasing attitude and other behavioural effects on consumers in spite of the large adoption of this kind of fit by companies. Instead, the imagery fit, seems to be the most impactful in terms of positive word of mouth activation and viral communication activities, at the same level at the categorical one. Moreover, the categorical fit induces the wider range of positive effect on the dependent variables (attitudes, willingness to pay and willingness to buy). Another interesting contribution is that the presence of an appropriate fit (in particular the categorical one) is able to compensate the absence of endorser notoriety and, on the average, the usage of a very popular endorser from the same domain of the brand is not necessary more effective in comparison with a not well-known endorser form the same domain. This result is the peak of the present research from a managerial point of view, as it leads to consider the opportunity to support the emerging practices by which companies turn to not well-known people (disclosing the founder, or presenting some workers, or adopting a common consumer as an influencer). The endorser not well-known, but presented with an adequate story-telling might be the best choice: less onerous and more effective than a big unrelated celebrity.

This paper aims at understanding whether and to what extent companies are facing the challenge of improving their supply chains according to a customer-driven approach. Although the most recent supply chain management literature developed theoretical reflections and conceptualizations on the need for customer centricity in supply chain management, companies’ practice does not seem to follow these prescriptions and the empirical research highlighted a frequent misalignment between market strategy and supply chain management processes. The aim of this paper is to bridge these two perspectives by answering two research questions. First, how are companies revising their supply chains, that is, what is the nature of the most recent projects concerning supply chain improvements? Second, to what extent are companies that invest in such projects prioritizing those specific projects that make a concrete alignment between market orientation and supply chain operating conditions possible? The paper reports and discusses the findings of an empirical investigation conducted among leading Italian companies or Italian subsidiaries of multinational companies. In particular, a two-step research was conducted, consisting of ten indepth interviews and a survey. According to our study, Italian companies are revising their supply chains to provide prompt availability of the product in different (but coordinated) distribution channels. This led to the launch of projects related to Demand Forecasting and to Omnichannel strategy adoption. However, in most cases, the managerial and technological readiness of companies is not in line with the relevance of the challenges. Another area of improvement concerns projects aimed at adopting up-to-date technologies, mostly connected to the Industry 4.0 paradigm, to improve operational performance. In this case the major opportunities perceived by the companies relate to the adoption of Big Data Analytics in order to better understand market trends

Companies innovate the value proposition by integrating social and business issues to balance value across multiple actors, thus ensuring the creation of socialbusiness value. Social-business innovation requires that multiple actors come together to align perceptions and expectations and create shared meaning for the development and diffusion of innovation. The debate on the diffusion of social-business innovation is still in its infancy. This paper focuses on the communication practices of social-business innovation, aiming to analyse this participative process through three main issues: 1) the actors to be involved; 2) the goals to be achieved; 3) the actions to be performed. Specifically, we investigate the efforts of B-Corps to address social challenges by adopting a practice-based approach.

Per monstra ad sphaeram. Aby Warburg, Reader of Giordano Bruno Between History of Philosophy and Kulturgeschichte. One year before his death in September 1928, Aby Warburg, accompanied by his assistant Gertrud Bing, undertook a journey to Italy to study the works of Giordano Bruno, above all Spaccio de la bestia trionfante and Eroici furori. Focusing on his notebook on Bruno, his correspondence (in particular with Ernst Cassirer) and some pages in the Tagebuch der Kulturwissenschaftlichen Bibliothek Warburg, the Article aims to outline Warburg’s interpretation of the nova filosofia and the key role he assigns to Brunus Nolanus in the complex transition from the mythical view of the universe to the modern scientific approach to reality.

Fichte and Skepticism. The paper aims to characterize the ambivalent, dialectical role of skepticism within Fichte’s work. Although skepticism is not recognized as a consistent philosophical position, it has an indispensable propaedeutic function. It remains completely alien to the true knowledge, its potential of liberation is based on a purely formal use of freedom, and it may be held responsible for the nihilism of the age, but it is nevertheless an important school of doubting, and in the fight against ontologizing dogmatism the best ally of the Wissenschaftslehre.

This article invalidates a central objection that has been brought up against Spinoza’s idea of idea doctrine as a theory of consciousness. Key point in the argument is that the perfection of ideas of ideas is as variable as the perfection of ideas and corresponds to the perfection of the associated bodies. This allows ideas of ideas to account for various degrees of consciousness. In its application to human beings the theory covers important aspects of consciousness: to know that one knows a thing, to know what one knows and to know that is our mind that knows the thing. The doctrine is a theory of the self-reflectivity of ideas that explains the immediate awareness of thoughts. The author argues that the idea of idea doctrine is the make-up of a comprehensive theory of consciousness throughout nature.

L’opera, di oltre 2300 pagine, progettata e diretta da Christophe Charle e Daniel Roche, non è una enciclopedia di tipo tradizionale. Le oltre 600 voci, redatte da 430 studiosi, sono in ordine alfabetico, ma all’interno di raggruppamenti tematici inseriti nell’arco cronologico che va dall’impero romano ai nostri giorni. I direttori dell’opera hanno voluto dare della civiltà europea, dell’Europa, o meglio delle diverse Europe, una immagine plurale, molteplice, a un tempo ragionata e critica. La storia dell’Europa è una storia contraddittoria, fatta da convergenze e scambi, ma anche da divergenze e conflitti. Le informazioni contenute nell’opera si intrecciano, si contraddicono, si incrociano, si sovrappongono. Essa non è stata pensata per una rapida consultazione o per una lettura lineare, ma per seguire itinerari di vario tipo. E un’opera anomala che può suscitare sia meditate riflessioni, sia giustificabili perplessità.

La scelta di realizzare una "Storia mondiale" in una prospettiva nazionale può sembrare paradossale e comporta dei rischi. Ma forse meglio della Storia mondiale della Francia, che ne costituisce il modello, questa opera collettiva riesce in sostanza a evitare il più grave fra questi rischi, ovvero quello di ricadere nell’"illusione biografica" di una persistente identità millenaria, mostrando invece come tutta la vicenda millenaria della penisola sia continuamente attraversata e ridefinita dal reticolo dei rapporti culturali, economici e politici con il resto del mondo.

La Storia mondiale dell’Italia costituisce un’interessante sperimentazione di scrittura in chiave non più nazionale della storia (o delle storie) della penisola. Priva, volutamente, di una logica narrativa, si pone l’obiettivo di reperire, nel passato lontano, o lontanissimo, e recente, quanti più spunti possibili di costruzione dell’Italia come oggetto culturale fino all’emergere recente dell’idioma nazionale, e dell’Italiano come tipologia o carattere. Si nota che lo spazio entro cui si attivano questi meccanismi, una volta gettato lo sguardo fuori dalla penisola, è sì il mondo, ma è molto di più l’Europa.