Abstract
The authors analyze the main contributions of Italian literature
in the business-to-business field as it relates to the characteristics of the
Italian industrial manufacturing system. Even if not directly labeled as business–
to-business marketing, Italian and other scholars who have studied Italian business
experiences have largely faced the topic of business marketing management with
innovative approaches and distinctive benchmark examples. In particular, the analysis
of the Italian contribution to business marketing relies on the specific nature
of the Italian industrial structure as recognized by the international literature.
In this respect, the authors argue that three main areas of interest progressively
arose from the peculiarities of the Italian industrial system: industrial districts,
subcontractors/subcontracting relationships, and mid-sized manufacturing companies.
These three research topics have been thoroughly investigated by both Italian
and international scholars. They analyze the contributions that Italian researchers
provided to advance business marketing discipline and practices.
Lingua originale | English |
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pagine (da-a) | 161-196 |
Numero di pagine | 36 |
Rivista | Journal of Business-to-Business Marketing |
DOI | |
Stato di pubblicazione | Pubblicato - 2015 |
Keywords
- BUSINESS MARKETING
- MADE IN ITALY