NextGen Management

2025-09-23 Mirko Olivieri, Ginevra Testa, Luca Giraldi

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 to the promotion of local traditions. In a context where consumers are increasingly attentive to the impact of their choices, the restaurant is no longer just a place of gastronomic experience, ...

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2025-02-24 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 while fostering innovation and growth. The Covid-19 pandemic accelerated the transition to a more digital landscape, where platforms became indispensable for daily activities such as shopping and remote ...

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2025-02-11 Shiva Sadat Mostafavi

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 Apps: Building Stronger Connections First of all, we focused on branded apps, which offer a unique opportunity for retailers to create more meaningful connections with their customers. Through an ...

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2024-07-08 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, generating strong interruptions and suspensions of economic activities. Therefore, organizations need to reformulate their crisis communication strategies to identify the most effective communication ...

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2024-06-18 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 these worlds, users are represented by avatars, and avatar design alongside the user’s choice of self-representation strategies impacts the user’s identification with these avatars, which in turn ...

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2024-05-10 Andrea Ciacci

The Strategic Value of Big Data Transition

Overwhelmed by massive data flows and compelled by the need to intercept the real customer needs in a competitive, swiftly changing world, firms must take rapid action to address economic needs by restructuring how they think and operate. Since big data is changing the intrinsic nature of strategy, firms need to shape their functions and processes to facilitate the big data transition, implementing data-driven business models and capitalizing on big data value. While big data provides significant opportunities to enhance a firm's potential in terms of competitiveness and innovativeness, it also ...

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2024-04-16 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 the real world. VR can help accelerate digitization in many areas of human life. It commonly finds application in areas such as entertainment, tourism, education, or healthcare. In addition, it ...

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