Autore
Sepe, Giorgia

Titolo
Le competenze di marketing come driver di crescita di una piccola impresa agroalimentare
Periodico
Micro & macro marketing
Anno: 2017 - Volume: 77 - Fascicolo: 2 - Pagina iniziale: 313 - Pagina finale: 334

Increasingly, marketing is changing its role within the organization: from a specific unit, it is becoming an integral part of the structure of a company and it communicates with other functions. Likewise, in small businesses, can marketing make a difference? What marketing capabilities are necessary to grow? This study aims at analyzing more in depth the transformation process of an Italian small firm from the food industry, which introduced a specialized marketing function in order to address market changes and develop specific marketing capabilities that increased performance. Results show the emergence of a conceptual model of the process followed by the firm and composed by five phases with several reconfiguration stages.



SICI: 1121-4228(2017)77:2<313:LCDMCD>2.0.ZU;2-
Testo completo: https://www.rivisteweb.it/download/article/10.1431/86975
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/86975

Esportazione dati in Refworks (solo per utenti abilitati)

Biblioteche ACNP che possiedono il periodico