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Eco-innovazione, relazioni di fornitura e implicazioni per la comunicazione nelle piccole imprese: un focus sulla moda italiana

Author

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  • Valentina De Marchi
  • Eleonora Di Maria

Abstract

L?articolo si pone come obiettivo l?analisi delle strategie ambientali delle PMI nel comparto della moda e le interdipendenze tra eco-innovazione, relazioni di fornitura e strategie di comunicazione di imprese che basano il proprio vantaggio competitivo sulla sostenibilit?. Attraverso l?analisi di tre piccole imprese born green, i nostri risultati mostrano che per incrementare il valore intangibile dei prodotti legati alla sostenibilit? ambientale le strategie di comunicazione delle imprese devono combinare un?approfondita informazione in merito alla gestione delle proprie reti di fornitura e un coinvolgimento attivo dei consumatori, anche attraverso scelte distributive originali.

Suggested Citation

  • Valentina De Marchi & Eleonora Di Maria, 2015. "Eco-innovazione, relazioni di fornitura e implicazioni per la comunicazione nelle piccole imprese: un focus sulla moda italiana," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 87-104.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-004005
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    References listed on IDEAS

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    1. Bruno Godey & Daniele Pederzoli & Gaetano Aiello & Raffaele Donvito & Klaus-Peter Wiedmann, 2009. "An international perspective on luxury brand and country of origin effect," Post-Print hal-00565479, HAL.
    2. Olivier Cattaneo & Gary Gereffi & Cornelia Staritz, 2010. "Global Value Chains in a Postcrisis World : A Development Perspective," World Bank Publications - Books, The World Bank Group, number 2509.
    3. Marco Frey & Fabio Iraldo & Francesco Testa, 2011. "The determinants of eco innovation in green supply chains: evidence form an Italian sectoral study," Working Papers 201103, Scuola Superiore Sant'Anna of Pisa, Istituto di Management.
    4. Valentina De Marchi & Eleonora Di Maria, 2014. "Sostenibilit? ambientale, reti locali e catene globali," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2014(2), pages 78-87.
    5. Gereffi, Gary & Frederick, Stacey, 2010. "The global apparel value chain, trade and the crisis : challenges and opportunities for developing countries," Policy Research Working Paper Series 5281, The World Bank.
    6. De Marchi, Valentina, 2012. "Environmental innovation and R&D cooperation: Empirical evidence from Spanish manufacturing firms," Research Policy, Elsevier, vol. 41(3), pages 614-623.
    7. Soeren Jeppesen & Michael W. Hansen, 2004. "Environmental upgrading of Third World enterprises through linkages to transnational corporations. Theoretical perspectives and preliminary evidence," Business Strategy and the Environment, Wiley Blackwell, vol. 13(4), pages 261-274, July.
    8. Gian Luca Gregori & Silvia Cardinali & Meri Travaglini, 2013. "Imprese calzaturiere e competitivit? nel mercato mondiale: il caso di una media luxury brand company," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(3), pages 151-168.
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    Cited by:

    1. Valentina De Marchi & Eleonora Di Maria & Ambra Galeazzo, 2019. "Modelli di business nelle imprese ad alto tasso di sostenibilit?: un focus su b corp e societ? benefit in Italia," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 0(2), pages 85-95.
    2. Patrizia de Luca & Giovanna Pegan, 2016. "Business innovation and Internationalisation: Focus on the Italian Coffee Industry," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(2), pages 63-81.
    3. Maria Giovanna Confetto & Maddalena Della Volpe & Claudia Covucci, 2018. "Dual marketers and sustainability communication. Empirical evidence from corporate websites," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 41-68.

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