Made in Italy”.The Italian contribution to the development of business marketing discipline and practices

Annalisa Tunisini, Roberta Bocconcelli, Roberto Grandinetti

Risultato della ricerca: Contributo in rivistaArticolo in rivistapeer review

6 Citazioni (Scopus)

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 originaleEnglish
pagine (da-a)161-196
Numero di pagine36
RivistaJournal of Business-to-Business Marketing
DOI
Stato di pubblicazionePubblicato - 2015

Keywords

  • BUSINESS MARKETING
  • MADE IN ITALY

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