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Marketing Metrics: the Puzzle of Performance Measurement

Measuring marketing has never been so easy – and so complex.In the era of MarTech, information overflow makes it difficult to distinguish what matters from what distracts.The shift from data to metrics requires selection, causal logic and the ability to connect indicators across the entire value-creation process.A transformation that moves the focus from the volume of information to its interpretation, ...

Emanuele Acconciamessa

The Role of Brands, Media, and Sports in Breaking Stereotypes

Stereotypes still deeply permeate our society. Many unconscious biases shape attitudes, behaviors, and choices. One of the most prevalent biases links diversity with the idea of minority. Conversely, the definition of Diversity, Equity & Inclusion (DEI) is broad, resulting in a commitment to recognize and emphasize the variety of characteristics that make individuals unique in an atmosphere that embraces ...

Generoso Branca

Beyond physical reality. Packaging and product in the age of VR

Interest in Virtual Reality (VR) technologies is growing in various sectors, attracting the attention of academia and society. In VR, users can interact in real-time with digital objects, in a completely virtual environment, living an immersive experience characterized by presence and interactivity. Individuals are isolated from the outside world, in a synthetic environment that may or may not simulate ...

Andrea Ciacci and Lara Penco

Unveiling the Nature of Big Data Analytics Capabilities

Introduction Big data represents a disruptive paradigm shift for businesses (Chauhan et al., 2022; George et al., 2014; Ekbia et al., 2015). According to McAfee and Brynjolfsson (2012), firms that anchor their activities on data show productivity rates and profitability that are 5% or 6% higher than their counterparts. Data-driven firms are business organizations that build tools, abilities, and culture ...

Gulnaz Rakhmatullina

Avatars and (Virtual) Consumption: New Frontiers in the Metaverse

With the increased popularity in recent years, metaverse worlds have created additional opportunities for companies to reach customers. We define metaverse worlds as permanent and immersive mixed-reality worlds where people can interact synchronously with other people and objects beyond the limitations of time and space by using avatars and immersion-supporting devices (Kaplan & Haenlein, 2009). In ...

Ginevra Testa

The impact of Covid-19 on the transformation of crisis communication

In a competitive context such as the current one, characterized by crises of various kinds that occur more and more frequently over time and with an ever-increasing scope, the issue of crisis communication remains crucial for organizations. Today's highly interconnected and interdependent market transforms crises into real disruptions that can quickly develop along even very distant geographic boundaries, ...

Genni Perlangeli

Digital Platforms and Sustainability: a New Corporate Branding Model

The rise of digital platforms has created new opportunities for companies to interact with consumers and expand their networks. Digitalization has driven significant technological and cultural shifts, with a growing emphasis on corporate identity and sustainability. Platforms have evolved beyond mere technological tools into dynamic ecosystems, enabling businesses to reach diverse customer segments ...

Bruno Busacca, Giuseppe Bertoli

Leveraging Loyalty to Create Value

Companies need to manage their customer base according to loyalty-based logic, focused on building and maintaining loyal relationships that stand the test of time. This reality has long been underscored by the shift from transactional to relationship marketing. The digital revolution has fueled and accelerated this transition, redefining the structure and competitive mechanisms of many industries ...

Sandro Castaldo

How to Gain Maximum Trust

We are experiencing a period of tremendous economic and social uncertainty, marked by international political tensions and stagnant consumption. Despite a slowdown in inflation, rising consumer prices over the past three years have eroded household purchasing power, already under pressure from high energy costs and rising financing costs. In this unpredictable environment, characterized by instability ...

Bruno Busacca, Maria Carmela Ostillio

Brand and Artificial Intelligence: Two Key Questions to Explore New Frontiers

The continuous development of AI opens up ever-new strategic and managerial horizons for businesses, revealing extraordinary opportunities in terms of efficiency (a goal that seems to be prevalent today) and effectiveness (an area that offers unexplored avenues for analysis and thus requires further investigation). These opportunities are inevitably linked to various risks, stemming not only from ...