Cultura e territorio nelle strategie internazionali delle imprese business-to-business

Translated title of the contribution: [Autom. eng. transl.] Culture and territory in the international strategies of business-to-business enterprises

Loretta Battaglia, Elena Cedrola

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The aim of the paper is to investigate, through the study of a case history, if and how some companies operating in the business-to-business use levers related to culture, creativity and Italian territorial identity in their international marketing strategies. The case history is focused on Marmomacc, the international business-to-business exhibition to promote the lithic industry. The results indicate that Marmomacc is able to use elements related to culture and cultural heritage, identifying innovative formulas to arouse interest and curiosity of different targets and stakeholders. Companies of the lytic sector, on the other hand, show a good degree of awareness towards the country of origin effect, but still insufficient to benefit from the artistic and architectural heritage assets available. Only a thorough understanding of intrinsic and intangible components of territory allows the real export of the made in Italy concept.
Translated title of the contribution[Autom. eng. transl.] Culture and territory in the international strategies of business-to-business enterprises
Original languageItalian
Title of host publicationCultural Heritage e Made in Italy. Casi ed Esperienze di Marketing Internazionale
EditorsM.R. Napolitano, V. Marino
Pages179-214
Number of pages36
Publication statusPublished - 2016

Publication series

NamePUNTO ORG

Keywords

  • business to business
  • country of origin
  • cultural heritage
  • effetto paese di origine
  • identità culturale e territoriale
  • international marketing
  • marketing internazionale

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