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La brand experience nelle strategie commerciali delle imprese vitivinicole
Titolo Rivista: ECONOMIA E DIRITTO DEL TERZIARIO  
Autori/Curatori: Monica Fait, Antonio Iazzi, Paola Scorrano 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Italiano 
Numero pagine:  20 P. 285-304 Dimensione file:  141 KB
DOI:  10.3280/ED2014-002005
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Premessa. Il settore vinicolo italiano, ambito importante del Made in Italy, deve affrontare nuove sfide di mercato per via del rinnovato scenario competitivo in cui coesistono differenti contesti di produzione e consumo. Obiettivi. Il lavoro intende analizzare le determinanti di scelta del prodotto vino sui mercati internazionali, con il fine di supportare le decisioni commerciali delle imprese vinicole italiane in un’ottica di brand experience. Metodologia. È stata condotta un’indagine empirica che ha previsto la somministrazione di un questionario semi-strutturato ad un campione non probabilistico di buyer. Tali soggetti possono ritenersi interlocutori privilegiati del canale distributivo per il patrimonio di conoscenze tecniche, creatività e capacità di individuazione del mercato di riferimento e dei relativi trend di cui sono depositari. I dati raccolti sono stati elaborati con tecniche statistiche di natura sia descrittiva che multivariata. Implicazioni manageriali. Si sono delineati i driver della competitività del settore vitivinicolo con l’obiettivo di supportare i marketing manager nell’ideazione ed implementazione di strategie di commercializzazione.


Keywords: Brand experience, imprese vitivinicole, strategie commerciali.

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Monica Fait, Antonio Iazzi, Paola Scorrano, in "ECONOMIA E DIRITTO DEL TERZIARIO " 2/2014, pp. 285-304, DOI:10.3280/ED2014-002005

   

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