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Magazine article (E&M - 2023/3) Vigneron Cyrille

Jewelry between Continuity and Transformation

First paradox: What is new and what is not The pandemic crisis has accelerated a trend that was already visible before: the dominant presence of iconic products lines, which have been in the market for years. The Cartier Love or Juste un Clou, Van Cleef Alhambra, Bvlgari B01 or Serpenti, Tiffany T, and others have earned an increasing market share on the global scene. New lines are emerging ...

Magazine article (E&M - 2025/1) Ciacci Andrea, Mantovani Alice, Branca Generoso

Analyzing the Concept of Loyalty: A Four-Dimensional Relationship with the Brand

Customer loyalty is a broad, multidimensional concept that encompasses behaviors and attitudes that favor a certain brand, retailer, or player over the competition (Castaldo, 2024; Belli et al., 2022; Watson et al., 2015). It follows then that to fully grasp the nature of customer loyalty, we need to analyze both behavioral dimensions, such as repeat purchases, and attitudinal dimensions, which include ...

Magazine article (E&M - 2025/1) Acconciamessa Emanuele

Going Beyond Discounts: Loyalty Trends in Italian Retail

In an economic scenario characterized by high levels of volatility and complexity, the consolidation of customer relationships is the only viable strategy for retailers to meet new challenges in business and operational processes and to fortify their role as a point of reference for consumers. In this context, the brand becomes a tool for minimizing uncertainty, especially in the grocery sector, where ...

Magazine article (E&M - 2025/1) Busacca Bruno, Bertoli Giuseppe

The Strategic Power of Customer Relationships: 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 ...

Magazine article (E&M - 2025/1) Arbore Alessandro

Replace, Add, Augment: A Possible Classification Framework for AI Marketing

Introduction The development of artificial intelligence, and in particular generative AI (GenAI), has turbocharged the transformation of marketing processes. But what exactly is GenAI? Let’s start by defining AI. The most common view in the literature describes it as the set of technologies, algorithms, and models (that is, machines broadly defined) designed to emulate human functions such as learning, ...

Magazine article (E&M - 2025/1) Sura Alessandro, Di Ventura Emanuele

The Distribution of Corporate Profits: Factors of Inequality Among Italian Firms

Introduction In recent years, growing focus on economic inequality has given rise to the need for in-depth analysis of the internal dynamics in firms, particularly as regards the distribution of profits. In Italy, corporate profits are not only an indicator of the financial health of a business, but also a valuable yardstick for assessing economic inequality, both among firms and in firms. Tools such ...

Magazine article (E&M - 2025/1) Castelli Paola Rita, Perotto Pierpaolo

From States of Mind to Strategies Using the Moods Matrix

Mood can be defined as a semi-persistent psychophysical state that influences attitudes and behavior (Oxford Dictionary). Before beginning our discussion of this topic, we first need to recognize the difference between emotions, feelings, and moods, which mainly depends on their temporal sequence. In other words, emotions are the first to manifest as immediate reactions to perceived stimuli; feelings ...

Magazine article (E&M - 2025/1) Penco Lara, Testa Ginevra

Short- and Long-Term Metrics: Key Loyalty Indicators That Truly Matter

From a managerial perspective, the issue of loyalty is a critical one for improving business performance (McManus and Guilding, 2008). However, loyalty, as a multidimensional construct that includes attitudes, intentions, and behaviors, is not always easy to measure (Belli et al., 2022). In an attempt to do so, companies refer to parameters such as customer value, purchase frequency, retention, penetration, ...

Magazine article (E&M - 2025/1) Ruozi Roberto

Carried Interest: Balancing Incentives and Taxation

Titolo di paragrafo Private equity (PE) is a financial transaction in which an institutional investor acquires a majority or minority stake in a company that needs capital the startup or development phase, or to overcome a temporary crisis, especially liquidity. In addition to financial capital, investors often contribute human capital in this kind of transaction, becoming not only shareholders ...

Magazine article (E&M - 2025/1) Branca Generoso, Ciacci Andrea, Katris Damien, Rubashkina Yana

The TCC Model: Turning Data Into Competitive Advantage

TCC is a company that specializes in creating loyalty programs and innovative marketing solutions to help companies build lasting and meaningful relationships with their customers. With an international presence, the company has been a reference partner for many retailers for over thirty years, combining innovation and operational excellence. TCC's mission is to create value through effective loyalty ...