Entrepreneurial marketing, intangibles management and competitiveness. A study in the children’s apparel industry

Author/s Tommaso Pucci, Christian Simoni, Lorenzo Zanni
Publishing Year 2011 Issue 2011/1
Language Italian Pages 21 P. 93-113 File size 943 KB
DOI 10.3280/MC2011-001006
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The authors analyze the consequences on a firm’s competitiveness of intangibles value enhancement policies engrained in the adoption of an entrepreneurial marketing approach. The goal is to verify the existence of a correlation among the adoption of certain marketing policies, value of intangible assets and competitiveness, as well as to analyze the role of market-driven entrepreneurship on firms success. The research shows that: a) specific marketing strategies increase the intangible value of firms; b) a competitive strategy based on intangible assets can play a critical role in the value creation process and for profitability; c) the entrepreneur involvement in this innovation and growth process starts from the marketing area to later involve the whole firm.

Keywords: Intangibles assets, entrepreneurial marketing, fashion marketing, marketdriven management

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Tommaso Pucci, Christian Simoni, Lorenzo Zanni, Marketing imprenditoriale, gestione degli <i>intangibles</i> e competitività. Un'analisi nel settore dell'abbigliamento infantile in "MERCATI E COMPETITIVITÀ" 1/2011, pp 93-113, DOI: 10.3280/MC2011-001006