Web and Made in Italy: the intermediate spaces of corporate communication

Journal title MERCATI E COMPETITIVITÀ
Author/s Vladi Finotto, Stefano Micelli
Publishing Year 2010 Issue 2010/4 Language Italian
Pages 19 P. 101-119 File size 488 KB
DOI 10.3280/MC2010-004007
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

Despite the expectations generated by their diffusion, web 2.0 services and applications are hardly used by made in Italy firms. According to the authors this distance is due to the nature of communication on the web, an intermediate space with peculiar logics. The analysis of multiple case studies suggests that the exploration of these intermediate spaces is possible within organizational contexts characterized by four elements: a strong entrepreneurial orientation; the ability to develop complex discourses on themes which are crucial for relevant consumer communities; generational change; the stimulus coming from creative professional figures.

Keywords: Web marketing, consumer communities, web 2.0, made in Italy, entrepreneurship, creativity

  • Il ruolo delle risorse e delle competenze organizzative dell'impresa nell'utilizzo e implementazione del web 2.0: il caso delle imprese della strada dell'olio in Umbria Ilaria Broncanello, Massimiliano Tremiterra, in MERCATI E COMPETITIVITÀ 4/2015 pp.105
    DOI: 10.3280/MC2015-004006

Vladi Finotto, Stefano Micelli, Web e Made in Italy: la terra di mezzo della comunicazione d'impresa in "MERCATI E COMPETITIVITÀ" 4/2010, pp 101-119, DOI: 10.3280/MC2010-004007