Competitive dynamics increasingly flow into firm agglomerations embedded on geographical context - industrial district, cluster, milieu innovateur – as structures to achieve a place comparative advantage. The building of collective brand allows local production systems to implement cooperative marketing strategies; this leads to promote network value proposition in the target markets. In a relational perspective, strategic collective branding management is one of the most important marketing processes, expressed as: 1. to identify and to manage business relationships among embedded firms in a specific local production system (internal relational capital); 2. to create, to manage and to develop relationships of each embedded firms with the target markets (external relational capital). In this paper, it’s defined a conceptual model of collective branding processes (Collective Branding Model – CBM), identifying strategic dimensions and potential gaps of brand relational capital to achieve place competitiveness in a specific local production system. CBM was validated through an empirical research on jewellery district "il Tarì" (Marcianise – Province of Caserta, in Campania region).

Il ruolo della marca collettiva nella gestione delle relazioni di marketing nei sistemi agglomerativi dì impresa.

RISITANO, Marcello
2009-01-01

Abstract

Competitive dynamics increasingly flow into firm agglomerations embedded on geographical context - industrial district, cluster, milieu innovateur – as structures to achieve a place comparative advantage. The building of collective brand allows local production systems to implement cooperative marketing strategies; this leads to promote network value proposition in the target markets. In a relational perspective, strategic collective branding management is one of the most important marketing processes, expressed as: 1. to identify and to manage business relationships among embedded firms in a specific local production system (internal relational capital); 2. to create, to manage and to develop relationships of each embedded firms with the target markets (external relational capital). In this paper, it’s defined a conceptual model of collective branding processes (Collective Branding Model – CBM), identifying strategic dimensions and potential gaps of brand relational capital to achieve place competitiveness in a specific local production system. CBM was validated through an empirical research on jewellery district "il Tarì" (Marcianise – Province of Caserta, in Campania region).
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11367/27705
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact