Gestione del marchio, qualità e performance economiche delle micro imprese in mercati maturi: il segmento della birra artigianale in Italia

Translated title of the contribution: [Autom. eng. transl.] Brand management, quality and economic performance of micro enterprises in mature markets: the craft beer segment in Italy

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

[Autom. eng. transl.] The research illustrated herein sought to investigate the relationship between the realization of brand management activities and the economic performance of micro and small companies operating in niches of mature markets. To this end, a qualitative-quantitative analysis is carried out based on eight in-depth case studies and on a survey involving 94 craft beer producers in Italy. The results highlight a negative relationship between the use of resources in brand management activities and economic performance, which is mainly determined by the quality of the product offered.
Translated title of the contribution[Autom. eng. transl.] Brand management, quality and economic performance of micro enterprises in mature markets: the craft beer segment in Italy
Original languageItalian
Title of host publication3° workshop internazionale "I processi innovativi nelle piccole imprese. Le sfide oltre la crisi"
Pages1-19
Number of pages19
Publication statusPublished - 2011
Event3° workshop internazionale "I processi innovativi nelle piccole imprese. Le sfide oltre la crisi" - Urbino
Duration: 16 Sep 201117 Sep 2011

Workshop

Workshop3° workshop internazionale "I processi innovativi nelle piccole imprese. Le sfide oltre la crisi"
CityUrbino
Period16/9/1117/9/11

Keywords

  • gestione del marchio
  • piccole imprese

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