L'innovazione nei servizi
I percorsi di innovazione nel retailing basati sul vertical branding
- Raffaele Donvito,
This study looks at the topic of innovation in the services with specific focus on retailing. By linking up with the theoretical models for services in general, the work takes into consideration the distinctive characteristics of the innovative processes at the level of retail distribution. Attention is centred around the innovative relational phenomena based on "vertical branding" strategies, in which product brand and retail brand constructs overlap, giving rise to innovative arrangements. Thus two of the main relational dimensions of contemporary retailing are investigated, namely, sales outlet and brand, through which business-customer relationships are realized and consolidated. On the basis of this theoretical perspective, the author proposes a key for interpreting the processes of relational innovation in retailing, quoting the results of a first empirical application of the proposed model in specialized retail.
- DOI: 10.36253/978-88-6655-247-5
- Series: Strumenti per la didattica e la ricerca
- Scientific Board: Consiglio Editoriale FUP 2010-2016
- Language: Italian
- Subjects: Economics
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University of Florence, Italy - ORCID: 0000-0002-5135-2538
- Publication Year: 2012
- Pages: 132
- eISBN: 978-88-6655-247-5
- Content License: CC BY-NC-ND 3.0 IT
- © 2012 Author(s)
- Publication Year: 2012
- eISBN: 978-88-6655-248-2
- Content License: CC BY-NC-ND 3.0 IT
- © 2012 Author(s)
- Publication Year: 2012
- Pages: 132
- ISBN: 978-88-6655-246-8
- Content License: CC BY-NC-ND 3.0 IT
- © 2012 Author(s)
- Publication Year: 2012
- eISBN: 978-88-9273-536-1
- Content License: CC BY-NC-ND 3.0 IT
- © 2012 Author(s)
Bibliographic Information
Book Title
L'innovazione nei servizi
Book Subtitle
I percorsi di innovazione nel retailing basati sul vertical branding
Authors
Raffaele Donvito
Peer Reviewed
Number of Pages
132
Publication Year
2012
Copyright Information
© 2012 Author(s)
Content License
Metadata License
Publisher Name
Firenze University Press
DOI
10.36253/978-88-6655-247-5
ISBN Print
978-88-6655-246-8
eISBN (pdf)
978-88-6655-247-5
eISBN (epub)
978-88-6655-248-2
eISBN (xml)
978-88-9273-536-1
Series Title
Strumenti per la didattica e la ricerca
Series ISSN
2704-6249
Series E-ISSN
2704-5870
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