Business model and marketing strategies in medium-size firms. The management of crisis between continuity and change

Author/s Tommaso Pucci, Christian Simoni, Lorenzo Zanni
Publishing Year 2013 Issue 2013/3
Language Italian Pages 21 P. 25-45 File size 789 KB
DOI 10.3280/MC2013-003003
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The authors propose a longitudinal case analysis of two Tuscan medium-sized companies in the fashion industry with the objective to verify if and how the recent international economic crisis has affected the business models and marketing strategies of the two companies. For this purpose a theoretical model is developed for the analy- sis of business models and the relative evolution that the authors use as a framework to design the case study method. The empirical results show that medium-sized firms react to the crisis by adapting their strategies to a different competitive scenario; the original business model remains the same, but some changes in its critical sub-systems have been introduced.

Keywords: Business model, medium enterprises, crisis, evolution, networks, fashion.

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Tommaso Pucci, Christian Simoni, Lorenzo Zanni, Modelli di business e strategie di marketing nelle medie imprese. La gestione della crisi tra continuità e cambiamento in "MERCATI E COMPETITIVITÀ" 3/2013, pp 25-45, DOI: 10.3280/MC2013-003003