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Internationalization Strategies of Food Tech Startups: an Empirical Analysis
In recent years, the rapid adoption of digital platforms has transformed the relationship between organizations and markets, creating both new opportunities and challenges, particularly through today's social media-dominated environment. Social media tools not only facilitate interactions between individuals and companies but also promote internationalization, enabling businesses to connect with global ...
Cut through the greenwashing. Strategies for authentic sustainability in fashion
Introduction Growing environmental awareness among consumers is driving higher demand for eco-friendly (green) products (Pimonenko et al., 2020; Zhang and Sun, 2021; Zhang et al., 2024). These goods, which aim to enhance quality of life, require rigorous, continuous assessments (Baines et al., 2013). Green manufacturing techniques are considered a promising way to improve the environmental impact ...
Communication strategies of sustainable restaurants
Sustainability has become a strategic driver across all industries, but in the restaurant sector it carries a particularly distinctive relevance. In communication and storytelling around each dish and culinary experience, it is essential to convey narratives that weave together environment, society, culture, and business: from the origin of ingredients to production methods, from raw material management ...
Guidelines for Sustainable Communication: Green Marketing Strategies in Video Content
In the evolving landscape of digital communication, where sustainability has become central to both corporate identity and consumer expectations, the method of conveying messages is as crucial as the message itself. Companies that fail to communicate their environmental efforts effectively risk not only consumer disengagement but also reputational damage – often facing accusations of greenwashing ...
Diversity, equity & inclusion: how to assess consistency between sustainability disclosure and branding initiatives
Over the past ten years, the demand for sustainability reporting has grown exponentially. Companies today operate in an increasingly complex regulatory context: from the Non-Financial Reporting Directive (NFRD) of 2014, which first drove toward greater transparency in non-financial information disclosure, to the more recent Corporate Sustainability Reporting Directive (CSRD) of 2024. The latter ...
Branded Apps & Coupons: Keys to Customer Loyalty
In today’s fiercely competitive retail landscape, the challenge of keeping customers engaged and encouraging repeat visits is greater than ever. Retailers are increasingly turning to digital solutions like branded apps and coupons to tackle this issue head-on. The big question is: how can these tools not only attract customers but also keep them loyal and increase their spending over time? Branded ...
Marketing, Quo Vadis?
The metaphorical meanings of the expression Quo vadis? are often associated with uncertainty and doubts around the path to take, as well as about one’s role and identity. In short, Quo vadis? is a question that invites deep reflection on direction and purpose. These interpretations aptly capture the ongoing reflections on the future of marketing, particularly in light of the role that big data (Wedel ...
The 5 Rules of Online Business
In the era of so-called "digital transformation", the pervasiveness of the Web and the advent of new technologies are shaping a competitive landscape in which disruption is a daily occurrence, and innovation is the focus. On the Web, and thanks to the Web, the rules of competition are changing. On the one hand, spaces are opening on the market that favor the birth of new categories of operators. On ...
Signature Experience: People at the Center
The ability to support organic growth through the development of value associated with the client is now considered a critical factor for success in almost all sectors. For all brands that have a strong narrative, and that always need to be relevant for constantly moving customers, designing a customer experience has by now become a mandatory strategy. The creation of a unique, relevant, and valuable ...
The Long March from Stonewall to an LGBTQ+ Market
The Italian LGBTQ+ market, that can be estimated at around 93 billion euros per year already in 2016, is characterized by poor research and a small number of active companies. By examining the intersection between the high/low specificity of needs of LGBTQ+ consumers (situations in which orientation/gender identity act respectively as a strong/weak driver of purchasing) and their adaptive/proactive ...