The role of resources and organizational skills of the enterprise in the use and implementation of Web 2.0: The Oil Road’ Enterprises case in the Umbria Region

Author/s Ilaria Broncanello, Massimiliano Tremiterra
Publishing Year 2015 Issue 2015/4
Language Italian Pages 27 P. 105-131 File size 158 KB
DOI 10.3280/MC2015-004006
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.

The work is part of the debate on the use and implementation of Web 2.0 and the requirements in the areas of strategic planning for SMEs, in terms of resources and organizational skills, to build a successful business model. The purpose is to provide empirical support, in studies of strategic management Web2.0 era, through a case study which is a best practice OnWeb started in Umbria. The case is the result of integrated actions to realize your business presence on the web through the use of resources in the area. The paper has a cognitive-exploratory purposes and uses methods of qualitative research. The key to the proposal through empirical research combines two perspectives: resources and expertise and business model innovation.

Keywords: Resources and skills, web 2.0, business model innovation, case study, social networking, competitive positioning.

  1. Alon I., Jaffe E., Vianelli D. (2012). Global marketing: contemporary theory, practice, and cases. New York: McGraw-Hill/Irwin.
  2. Amit R., Zott C. (2001). Value creation in e-Business, Strategic Management Journal, 22: 493-520.
  3. Barney, J.B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17: 99-120.
  4. Boscaro A., Porta R. (2012). Tecniche di web marketing. E-commerce digitale e social media. Milano: FrancoAngeli.
  5. Bettiol, M. (2015). Raccontare il Made in Italy. Venezia: Marsilio Editori.
  6. Blyte J. (2206). Fondamenti di marketing. Roma: Feltrinelli.
  7. Brocanello I., Prencipe A. (2014). Web 2.0 e PMI: Il posizionamento delle produzioni tradizionali umbre nell’era dei social network e delle frontiere di comunicazione business to consumer, paper presentato al convegno Export e Internet, Sala Convegni
  8. Galeazzo Alessi, Perugia. Bryman A. (1999). Qualitative Research. Sage Publication.
  9. Bughin J., Manyika J. (2008). Building the web 2.0 Enterprise: McKinsey Global Survey Results. The McKinsey Quarterly, July, 1-9.
  10. Butera F. (2001). Il campanile e la rete: l’electronic business e le piccole e medie imprese in Italia. Milano: Il sole 24 ore.
  11. Capaldo A. (2004). Strategia, reti di imprese e capacità relazionali. Milano: CEDAM.
  12. Casadesus-Masanell R., Ricart J.E. (2010). From Strategy to Business Models and onto Tactics. Long Range Planning, 43: 195-215.
  13. Caroli M.G. (2012). Il marketing territoriale: idee ed esperienze nelle regioni italiane. Milano: FrancoAngeli.
  14. Casarin F. (2014). Create: international marketing. Milano: McGraw-Hill Education.
  15. Cateora P., Gilly M., Graham J. (2010). International marketing. New York: McGraw-Hill.
  16. Ceccarelli P. (a cura di) (2009). Internet Marketing: Web 2.0 nella comunicazione integrata. Mercati e Competitività, 1.
  17. Chaffey D. (2007). E-business and e-commerce management. London: Prentice Hall.
  18. Cioppi M. (2011). PMI e nuove tecnologie della comunicazione. Milano: FrancoAngeli.
  19. Collis D.J. (1995). Organizational capability as a source of profit, Organizational Learning and Competitive Advantage. London: Sage Publication.
  20. Demil B., Lecocq X., Warnier V. (2004). Le business model : l’oublié de la stratégie ? 13e conférence de l’AIMS. Normandie, Vallée de Seine 2, 3 et 4 juin.
  21. Eisenmann T.R. (2002). Internet Business Models. New York: McGraw-Hill Irwin.
  22. Finotto V., Micelli F. (2010). Web e Made in Italy: la terra di mezzo della comunicazione d’impresa, Mercati e Competitività, 4: 101-119.
  23. Gambardella A., McGahan A.M. (2010). Business-Model Innovation: General Purpose Technologies and their Implications for Industry Structure. Long Range Planning, 43: 262-271.
  24. Guidotti E. (1997). Internet e comunicazione. Per capire come cambia il modo di comunicazione con internet. Milano: FrancoAngeli.
  25. Grant R. (1994). L’analisi strategica per le decisioni aziendali. Bologna: il Mulino.
  26. Hamel G. and Prahalad C.K. (1990). The Core Competence of the corporation. Harvard Business Review, 68: 79-91.
  27. Hoffman D.L., Novak T.P. (1996). A New Marketing Paradigm for Electronic Commerce. Paper submitted for the Special Issue on Electronic Commerce for The Information Society.
  28. Hogg R., Meckel M., Stanoevska-Slaloeva K., Martigninon R. (2006). Overview of business models for web 2.0 Communities, in Proceeding of GeNeMe.
  29. Itami H., Nishino K. (2010). Killing Two Birds with One Stone Profit for Now and Learning for the Future. Long Range Planning, 43: 364-369.
  30. Lockett A., Thompson S. and Morgenstern U. (2009). The development of the resource-based view of the firm: A critical appraisal. International Journal of Management Reviews, 11: 9-28.
  31. Magretta J. (2002). ‘Why Business Models Matter. Harvard Business Review, May, 86-92.
  32. Maizza A. (2012). I distretti agroalimentari nel contesto globale. Milano: FrancoAngeli.
  33. Mansfield, G.M., Fourie L.C.H. (2004). Strategy and Business Models – Strange Bedfellows? A Case for Convergence and its Evolution into Strategic Architecture. South African Journal of Business Management, 35: 35-44.
  34. Manzoor A. (2010). E-commerce: an introduction. Lambert Academic Publishing.
  35. Micelli S., Prandelli E. (2000). Net marketing: ripensare il consumatore nel mondo della rete. Economia e Management, 4: 57-70.
  36. Musso F. (2010). Le nuove frontiere del marketing internazionale fra approccio strategico, contestualizzazione e interculturalità. Mercati & Competitività, 4: 15-19.
  37. Neri G. (2015). L’impresa nell’era digitale: Tecnologie informatiche e rivoluzione digitale. Milano: Guaraldi Editore.
  38. Nonaka I. e Hirotaka T. (1997). The knowledge-creating company. Creare le dinamiche dell’innovazione. Milano: Guerini e Associati.
  39. Nonaka I., Toyama R., Nagata A. (2000). A firm as a Knowledge creating company: a new perpective of the theory of the firm. Industrial and Corporate Change, 9: 1-20.
  40. Osterwalder, A. and Pigneur, Y. (2002), An e-Business Model Ontology for Modeling e-Business, Proceedings of the Bled Electronic Commerce Conference 2002, Bled, Slovenia.
  41. O’Reilly T. (2006). Web 2.0 Principles and Best Practices.
  42. O’Reilly T. (2007). What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software. Communications & Strategies, 17.
  43. Ozuem W., Howell K.E., Lancaster G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing, 9, 1059-1083.
  44. Kotler P., Haider D.H., Rein I. (1993). Marketing Places. New York: The Free Press.
  45. Kotler P., Keller K.L., Ancarani F., Costabile M. (2014). Marketing Management. Milano: Pearson.
  46. Kraaijenbrink J., Spender J.-C., Groen A.J. (2010). The resource-based view: a review and assessment of its critiques. Journal of Management, 36: 348-372.
  47. Pastore A., Vernuccio M. (2008). Impresa e comunicazione. Principi e strumenti per il management. Milano: Apogeo Editore.
  48. Penrose E. (1959). The teory of the growth of the firm. Londra: Basil Blackwell.
  49. Pellicelli G. (2010). Il marketing internazionale. Mercati globali e nuove strategie competitive. Milano: ETAS.
  50. Prencipe A. (2000). Competenze tecnologiche, divisione del lavoro e confini d’impresa. Milano: FrancoAngeli.
  51. Priem, R. L. and Butler, J. E. (2001a). Is the resource-based ‘view’ a useful perspective for strategic management research?. Academy of Management Review, 26: 22-40.
  52. Priem, R. L. and Butler, J. E. (2001b). Tautology in the resource-based view and the implications of externally determined resource value: further comments. Academy of Management Review, 26: 57-66.
  53. Prunesti A. (2009). Social Media e comunicazione di marketing. Milano: FrancoAngeli.
  54. Prunesti A. (2010). Enterprise 2.0 Modelli organizzativi e gestione dei social media per l’innovazione in azienda. Milano: FrancoAngeli.
  55. Prunesti A. (2013). Social Media e comunicazione di marketing. Presidiare la rete, costruire relazioni e acquisire clienti con gli strumenti del web 2.0. Milano: FrancoAngeli.
  56. Rossi C. (2014). Marketing collaborativo e online value co-creation. Milano: FrancoAngeli.
  57. Rumlet R.P. (1991). How much does industry matter?. Strategic Management Journal, 12: 167-185. Sanchez R., Mahoney J.T. (1996). Knowledge and the Firm. Strategic Management Journal, 17: 63-76.
  58. Secondini S., Comunicazione pubblica e web marketing territoriale. Milano: FrancoAngeli.
  59. Shuen A. (2008). Web 2.0. Strategie per il successo. Milano: Tecniche Nuove.
  60. Silvestrelli S. (2001). Marketing internazionale: fattori di competitività per le piccole e medie imprese. Ancona: Clua.
  61. Stake R. (1995). The Art of Case Study. London: Sage ed.
  62. Szulanski G. (1996). Exploring International Stickiness. Strategic Management Journal, 17: 27-43.
  63. Teece D.J., Pisano G. e Shuen A. (1997). Dynamics Capabilities and Strategic Management. Strategic Management Journal, 18: 509-533.
  64. Teece D.J., Pisano G.P., Shuen A. (1992). Firm capabilities resources and the concept of strategy, CCC Working Paper, n. 90-8, University of California.
  65. Teece D.J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43: 172-194.
  66. Valdani E., Bertoli G. (2010). Mercati internazionali e marketing. Milano: EGEA.
  67. Vernuccio M. (2010). I social media e il loro impiego nelle strategie di corporate branding. Un’indagine esplorativa. MICRO & MACRO MARKETING, 2: 183-207.
  68. Vescovi T. (1998). L’efficacia della comunicazione d’impresa in Internet. Micro e Macro Marketing, 1: 65-78.
  69. Vianelli D., De Luca P., Pegan G. (2012). Modalità d’entrata e scelte distributive del Made in Italy in Cina. Milano: FrancoAngeli.
  70. Weill P., Malone T.W., D’Urso V.T., Herman G., Woerner S. (2004). Do Some Business Models Perform Better than Others? A Study of the 1000 Largest US Firms, MIT Center for Coordination Science, Working Paper n. 226.
  71. Wernerfelt B. (1995). A resource-based view of the firm. Strategic Management Journal, 5: 171-180.
  72. Williamson O.E. (1996). Strategy Research: Governance and Competence Perspectives. Strategic Management Journal, 20: 1087-1108.
  73. Wirtz B.W., Schilke O., Ullrich S. (2010). Strategic Development of Business Models Implications of the Web 2.0 for Creating Value on the Internet. Long Range Planning, 43: 1-19.
  74. Yin R.K. (1994). Case study research: design and methods. London: Sage Publications, Thousand Oaks.
  75. Yip. George S. (2004). Using Strategy to change your business model. Business Strategy Review, 15: 17-24.
  76. Zampironi G. (2015). Commercio elettronico e web-marketing, e-book: Elison Publishing.

  • The First Outstanding 50 Years of “Università Politecnica delle Marche” Federica Pascucci, Valerio Temperini, Luca Marinelli, Maria Rosaria Marcone, pp.197 (ISBN:978-3-030-33878-7)
  • The Managerial Transformation of Italian Co-Operative Enterprises 1946-2010 Patrizia Battilani, Vera Zamagni, in SSRN Electronic Journal /2011
    DOI: 10.2139/ssrn.1932625

Ilaria Broncanello, Massimiliano Tremiterra, 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 in "MERCATI E COMPETITIVITÀ" 4/2015, pp 105-131, DOI: 10.3280/MC2015-004006