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Modelli di business e strategie di marketing nelle medie imprese. La gestione della crisi tra continuit? e cambiamento

Author

Listed:
  • Tommaso Pucci
  • Christian Simoni
  • Lorenzo Zanni

Abstract

Gli autori propongono un?analisi longitudinale di due casi di medie aziende toscane del settore moda con l?obiettivo di verificare se e come le recenti crisi economiche internazionali abbiano condizionato i modelli di business e le strategie di marketing delle due imprese. A tal fine viene sviluppato un modello teorico per l?analisi dei modelli di business e della relativa evoluzione che gli autori utilizzano come framework per lo sviluppo della metodologica di caso. L?evidenza empirica ci mostra che le medie imprese reagiscono alla crisi adattando le loro strategie al differente scenario competitivo; il modello di business originario non viene stravolto, ma vengono introdotti alcuni cambiamenti nei suoi sotto-sistemi critici.

Suggested Citation

  • Tommaso Pucci & Christian Simoni & Lorenzo Zanni, 2013. "Modelli di business e strategie di marketing nelle medie imprese. La gestione della crisi tra continuit? e cambiamento," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(3), pages 25-45.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-003003
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    References listed on IDEAS

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    Cited by:

    1. Monica Calcagno & Francesco Casarin, 2014. "Mercati reali vs mercati virtuali? Uscire dalla crisi ripensando gli spazi della relazione con il consumatore," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 13-17.
    2. Fabio Musso, 2014. "La questione dimensionale per le imprese italiane nello scenario competitivo globale," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 0(3), pages 159-166.

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