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Gestione della marca, qualit? del prodotto e performance delle micro imprese in mercati maturi: evidenze dal segmento della birra artigianale in Italia

Author

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  • Benedetto Cannatelli
  • Matteo Pedrini

Abstract

Il presente articolo illustra i risultati di una ricerca sulla relazione tra le attivit? di gestione della marca, la qualit? dei prodotti e le performance economiche di micro imprese attive in mercati maturi. A tale scopo ? svolta un?analisi in due fasi: nella prima ? stata realizzata un?analisi quali-quantitativa basata su otto casi di studio approfonditi, successivamente ? stato somministrato un questionario a 94 micro imprese produttrici di birra artigianale in Italia. I risultati evidenziano una relazione negativa tra l?impiego di risorse in attivit? di gestione della marca e la performance economica, al contrario determinata principalmente dalla qualit? del prodotto offerto.

Suggested Citation

  • Benedetto Cannatelli & Matteo Pedrini, 2012. "Gestione della marca, qualit? del prodotto e performance delle micro imprese in mercati maturi: evidenze dal segmento della birra artigianale in Italia," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2012(3), pages 153-173.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2012-003008
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    Cited by:

    1. Stefano Benetti, 2015. "Fishing district and fishing industry: a reference to the HighAdriatic," Argomenti, University of Urbino Carlo Bo, Department of Economics, Society & Politics, vol. 2(2), pages 1-26, September.

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