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Web and Made in Italy: the intermediate spaces of corporate communication
Author/s: Vladi Finotto, Stefano Micelli 
Year:  2010 Issue: Language: Italian 
Pages:  19 Pg. 101-119 FullText PDF:  488 KB
DOI:  10.3280/MC2010-004007
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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

Vladi Finotto, Stefano Micelli, Web and Made in Italy: the intermediate spaces of corporate communication in "MERCATI E COMPETITIVITÀ" 4/2010, pp. 101-119, DOI:10.3280/MC2010-004007


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