Abstract
[Autom. eng. transl.] The paper aims to present and discuss the role of business communication as a resource that can support the development and growth processes of small and very small-sized artisan companies operating in the district context. To this end, the Poliform business case is presented, which represents a best practice from the point of view of the use of the communication resource as a variable to support the growth in size and competitive capacity of a company with artisan origins. The first part of the paper describes the characters and dimensions of the Brianza Furniture District. The second part of the paper offers an overview of the characteristics of communication within the District. Finally the Poliform case is presented and some managerial indications regarding the design and management of the communication lever in the growth processes of the district companies.
| Translated title of the contribution | [Autom. eng. transl.] The value of communication between craftsmanship and the market: an analysis in the furniture sector |
|---|---|
| Original language | Italian |
| Pages (from-to) | 99-120 |
| Number of pages | 22 |
| Journal | QUADERNI DI RICERCA SULL'ARTIGIANATO |
| Publication status | Published - 2012 |
Keywords
- comunicazione, comparto del mobile, strategie di marca