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

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).
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11367/27705
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