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

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
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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

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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