Tipici e turismo: un network per creare valore. Il caso del Franciacorta (Typical and tourism: a network to create value. The case of Franciacorta)
Keywords:
cooperative strategies;, value creation;, relationship between agro - food tourism;Abstract
Purpose of the paper: The aim of this research is to propose a model for measuring the value generated from participation in a network composed of typical agro-food and wine tourism companies.
Methodology: After defined a hypothetical value construct and explicated the drivers that make it up, the paper propones a model for its quantification based on a theoretical construct, then empirically verified.
Results: Knowing the value-creating drivers of the inter-sectorial relation becomes very important for the governance of those territories which wishing to operate for enhancing the relationship among typical product-food&wine culture-tourism.
Research limits: Limitations are related to the theoretical and empirical methodology used above, concerned to the model application which, in fact, requires adjustments when applied in different territorial areas and/or sector.
Managerial implications: The analysis model has some potential applications (in considered areas) for those territories who want to rethink the relational logics.
Originality: The observation of the relationship between two economic sectors which today are looking for an increasing dialogue for creating value together.
References
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ARTHUR W.B., ERMOLIEW Y., KANIOVSKI Y. (1987), “Path dependent processes and the emergence of macrostructures”, European Journal of Operational Research, vol. 30, pp. 294-303.
BABIN B.J., DARDEN W.R., GRIFFIN M. (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shipping Value”, Journal of Consumer Research, vol. 20, pp. 644-656.
BAGOZZI R.P. (1984), “A Prospectus for Theory Construction in Marketing”, Journal of Marketing, vol. 48, pp. 11-29.
BAGOZZI R.P., GOPINATH M., NYER P.U. (1999), “The Role of Emotions in Marketing”, Journal of the Academy of Marketing Science, n. 2, pp. 184-206.
BARILE S., BUSACCA B., COSTABILE M. (2001),“L’innovazione negli studi sui processi di consumo: vettori evolutivi e percorsi di ricerca”, Sinergie, n. 55, pp. 23-45.
BARNEY J. B. (1991), “Firm resources and sustainable competitive advantage”, Journal of Management, n. 17, pp. 99- 120.
BAUM J.A.C., CALABRESE T., SILVERMAN B. S. (2000), “Don’t go it alone: Alliance network composition and start-up’s performance in Canadian biotechnology”, Strategic Management Journal, n. 21, pp. 267-294.
BERRY L.L. (1983), “Relationship marketing”, in Berry L.L., Shostack G.L., Upah G.D. (eds.), Emerging perspectives on service marketing, Chicago, American Marketing Association.
BOLTON R.N., DREW J.H. (1991), “A Multistage Model of Customers’ Assessments of Service Quality and Value”, Journal of Consumer Research, vol. 17, pp. 375-384.
BUSACCA B., BERTOLI G. (2008), Valore per il cliente, soddisfazione, fedeltà, Egea, Milano.
BUSACCA B. (1994), Le risorse di fiducia dell’impresa, Utet, Milano.
BUSACCA B., COSTABILE M., ANCARANI F. (2004), Prezzo e valore per il cliente, Etas, Milano.
CANTONE L. (1996), Creazione di valore attraverso le relazioni con i clienti, ESI-Edizioni Scientifiche Italiane, Napoli.
CAROLI M.G.(1999), Il marketing territoriale, Franco Angeli, Milano, p. 86.
COOMBS J.G., KETCHEN D.J. (1999), “Exploring interfirm cooperation and performance: Toward a reconciliation of predications from the resource-based view and organizational economics”, Strategic Management Journal, n. 20, pp. 867-888.
COSTABILE M. (1996), Misurare il valore per il cliente, Utet, Torino.
COSTABILE M. (2001), Il capitale relazionale, MacGraw Hill, Milano.
CUOMO M.T., TORTORA D. (2006), “I prodotti tipici locali: il nuovo paradigma del lusso”, Esperienze di impresa, Serie Speciale 4.
D’AMICO A. (2002), Le strategie di marketing per la valorizzazione dei prodotti tipici, Giappichelli, Torino.
DAY G. (1990), Market-Driven Strategy, The Free Press, New York.
DYER H.J., SINGH H. (1998), “The Relational View: Cooperative Strategy and Sources of Inter-organizational Competitive Advantage”, Academy of Management Review, vol. 23, n. 4, pp. 660-679.
EISENHARDT K. M. (2002), “Has strategy changed?”, MIT Sloan Management Review, vol. 43, n. 2, pp. 88-91.
FAIT M., IAZZI A. (2010), “Potenzialità e criticità dell’enogastronomia per lo sviluppo di un Sistema Turistico di Prodotto: prospettive per il territorio della Puglia”, Sinergie Rapporti di Ricerca, n. 31.
FAIT M., TRIO O. (2011), “Il ruolo dei marchi e dei Consorzi di tutela per la competitività delle produzioni tipiche agroalimentari”, Marketing Trends, Paris 21-22 gennaio.
FRANCH M. (2002), Destination Management. Governare il turismo tra locale e globale, Giappichelli, Torino.
FUKUYAMA F., (1995): Trust. The Social Virtues and the Creation of Prosperity, Free Press, New York.
GWINNER K.P., GRMELER D.D., BITNER M.J (1998) “Relational Benefits in Service Industries: The Customer’s Perspective”, Journal of the Academy of Marketing Science, vol. 26, n. 2.
GOLINELLI G.M., (2002), L’approccio sistemico al governo dell’impresa. Valorizzazione delle capacità, rapporti intersistemici e rischio nell’azione di governo, vol. III, Cedam, Padova.
GRANT R.M. (1991), “The resource-based theory of competitive advantage: implication for strategy formulation”, California Management Review, n. 33, pp. 114-135.
GRÖNROOS C. (1994), “From marketing mix to relationship marketing: towards a paradigm shift in marketing”, Management Decision, vol. 32, n. 2.
GRÖNROOS C. (1997), “Value-driven Relational Marketing: from Products to Resources and Competencies”, Journal of Marketing Management, n. 13, pp. 407-419.
HAGEDOORN J., DYSTERS G. (2002), External sources of innovative capabilities: The performance for strategic alliances or merges and acquisitions, Journal of Management Studies, n. 39, pp.167-188.
HARRIGAN K.R. (1988), “Joint ventures and competitive strategy”, Strategic Management Journal, n. 9, pp.141-158.
HIRSCHMAN E.C., HOLBROOK M.B. (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, vol. 46, Summer, pp. 92-101.
IRELAND R. D., HITT M. A., VAIDYANATH D. (2002), “Alliances management as a source of competitive advantage”, Journal Management, n. 28, pp. 413-446.
JARRILLO J.C. (1988), “On strategic network”, Strategic Management Review, vol. 9, pp. 31-41.
KALE P., DYER J. H., SINGH H. (2002), “Alliance capability, stock market response, and long-tem alliance success: The role of the alliance function”, Strategic Management Journal, n. 23, pp. 747-767.
KURATKO D. F., IRELAND R. D., HORNSBY J.S. (2001), “Improving firm performance trough entrepreneurial actions: Acordia’s corporate entrepreneurship strategy”, Academy of Management Executive, vol. 15, n. 4, pp. 60-71.
LAI A.W. (1995), “Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach”, Advances in Consumer Research, vol. 21, pp. 381-388.
LANZA A. (2000), Knowledge governance: dinamiche competitive e cooperative nell’economia della conoscenza, Egea, Milano.
LAWRENCE T.B., HARDY C., PHILLIPS N. (2002), “Institutional effects of interorganizational collaborations: The emergence of proto-institutions”, Academy of Management Journal, n. 45, pp. 281-290.
LIKERT R. (1932), “A Tecnique for the Measurement of Attitudes”, Archives of Psycology, n. 140.
LORENZONI G. (1992), Accordi, reti e vantaggio competitivo: le innovazioni nell’economia d’impresa e negli assetti organizzativi, Etaslibri, Milano.
METALLO G., FESTA G., MARINO V. (2002), “Dal permission marketing al virtuous marketing: l’approccio sistemico alla fidelizzazione”, Esperienze di Impresa n.1.
MORGAN R.M., HUNT S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, n. 58.
NAHAPIET J., GHOSHAL S. (1998),“Social Capital, intellectual capital and the organizational adventage”, Academy of Management Review, vol. 23, n. 2, pp. 242-266 .
NAPOLITANO M.R. (2000), Dal marketing territoriale alla gestione competitiva del territorio, ESI, Napoli.
NORMANN R., RAMIREZ R. (1971), “From Value Chain to Value Constellation: Designing Intercative Strategy”, Harvard Business Review, vol. 71, n. 4, pp. 65-67.
NORMANN R., RAMIREZ R. (1993), “Designing Interactive Strategy. From Value Chain to Value Constellation”, Wiley, Chichester (trad. it.) Le strategie interattive d’impresa. Dalla catena alla costellazione del valore, Etas Libri, Milano, 1995.
PENCARELLI T. (2006), “La valorizzazione dei prodotti tipici nell’economia delle esperienze”, Esperienze d’ impresa, serie speciale n. 4.
PENROSE E.T. (1959), The Theory of the growth of the firm, Oxford, Blackwell.
PETERAF M. (1993), “The cornerstones of competitive advantage: a resource-based view”, Strategic Management Journal, n. 14, pp. 179-91.
ROBERTS E.B., LIU W.K. (2002), “Ally or acquire?”, MIT Sloan Management Review, vol. 43, n. 1, pp. 26-34.
RULLANI E. (2000), “Contesti che facilitano le relazioni: i meta-organizzatori fra imprese e istituzioni”, Sinergie, n. 52.
RUMELT R.P. (1984), “Towards a strategic theory of the firm”, in LAMB B., Competitive Strategic Management, Prentice-Hall, Englewood Cliffs, NJ.
SCIARELLI M. (1996), Processo decisionale e valutazione strategica. La formulazione degli accordi tra imprese, Cedam, Padova.
SELSKY JW., PARKER B. (2005), “Cross-sector partnerships to address social issues: Challenges to theory and practice”, Journal of Management, vol. 31, n. 6, pp. 849-873.
SICCA L. (1998), La Gestione strategica dell’impresa, Cedam, Padova.
SWEENEY J.C., SOUTAR G.N. (2001), “Consumer perceived value: The development of a multiple item scale”, Journal of Retailing, n. 77, pp. 203-220.
THOMPSON J.D. (1967), Organizations in Action, McGraw Hill, Milano.
ULAGA W., CHACOUR S. (2001), “Measuring Customer-Perceived Value in Business Markets”, Industrial Marketing Management, vol. 30, pp. 525-540.
UPHOFF N. (1999), “Understanding Social Capital: Learning from the Analysis and Experience of Participation”, in Dasgupta P., Serageldin I. (a cura di), Social Capital. A Multifaceted Perspective, The World Bank, Washington D.C.
VALDANI E., BUSACCA B. (2000), “Customer Based View: dai principi alle azioni”, Convegno Le tendenze del marketing in Europa, Venezia 24, Novembre.
VALDANI E., ANCARANI F. (2000), Strategie di marketing del territorio. Generare valore per le imprese e i territori nell’economia della conoscenza, Egea, Milano, p. 35 e segg.
VICARI S., BERTOLI G., BUSACCA B. (2000), “Il valore delle relazioni di mercato. Nuove prospettive nell’analisi delle performance aziendali”, Finanza, Marketing & Produzione, vol. 18, pp. 7-54.
WOODALL T. (2003), “Conceptualising ‘Value for the Customer’: An Attributional, Structural and Dispositional Analysis”, Academy of marketing Science Review, n. 12.
ZEITHAML V.A (1988), “Consumer Perceptions of Price, Quality, and value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, vol. 52 July, pp. 2-22.
http://www.franciacorta.net/it/associati/
http://www.bresciatoday.it/politica/francesca-moretti-franciacorta.htm; http://www.winepress24.com/index.php?option=com_k2&view=item&id=1867:rilancio-del-turismo-in-franciacorta-arrivato-a-oltre-200000-presenze-annue&Itemid=80
http://www.bresciaoggi.it/stories/Economia/363312_sinergie_per_far_crescere_il_franciacorta_e_il_territorio/
http://www.diwinetaste.com/dwt/it2012065.ph
ARTHUR W.B., ERMOLIEW Y., KANIOVSKI Y. (1987), “Path dependent processes and the emergence of macrostructures”, European Journal of Operational Research, vol. 30, pp. 294-303.
BABIN B.J., DARDEN W.R., GRIFFIN M. (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shipping Value”, Journal of Consumer Research, vol. 20, pp. 644-656.
BAGOZZI R.P. (1984), “A Prospectus for Theory Construction in Marketing”, Journal of Marketing, vol. 48, pp. 11-29.
BAGOZZI R.P., GOPINATH M., NYER P.U. (1999), “The Role of Emotions in Marketing”, Journal of the Academy of Marketing Science, n. 2, pp. 184-206.
BARILE S., BUSACCA B., COSTABILE M. (2001),“L’innovazione negli studi sui processi di consumo: vettori evolutivi e percorsi di ricerca”, Sinergie, n. 55, pp. 23-45.
BARNEY J. B. (1991), “Firm resources and sustainable competitive advantage”, Journal of Management, n. 17, pp. 99- 120.
BAUM J.A.C., CALABRESE T., SILVERMAN B. S. (2000), “Don’t go it alone: Alliance network composition and start-up’s performance in Canadian biotechnology”, Strategic Management Journal, n. 21, pp. 267-294.
BERRY L.L. (1983), “Relationship marketing”, in Berry L.L., Shostack G.L., Upah G.D. (eds.), Emerging perspectives on service marketing, Chicago, American Marketing Association.
BOLTON R.N., DREW J.H. (1991), “A Multistage Model of Customers’ Assessments of Service Quality and Value”, Journal of Consumer Research, vol. 17, pp. 375-384.
BUSACCA B., BERTOLI G. (2008), Valore per il cliente, soddisfazione, fedeltà, Egea, Milano.
BUSACCA B. (1994), Le risorse di fiducia dell’impresa, Utet, Milano.
BUSACCA B., COSTABILE M., ANCARANI F. (2004), Prezzo e valore per il cliente, Etas, Milano.
CANTONE L. (1996), Creazione di valore attraverso le relazioni con i clienti, ESI-Edizioni Scientifiche Italiane, Napoli.
CAROLI M.G.(1999), Il marketing territoriale, Franco Angeli, Milano, p. 86.
COOMBS J.G., KETCHEN D.J. (1999), “Exploring interfirm cooperation and performance: Toward a reconciliation of predications from the resource-based view and organizational economics”, Strategic Management Journal, n. 20, pp. 867-888.
COSTABILE M. (1996), Misurare il valore per il cliente, Utet, Torino.
COSTABILE M. (2001), Il capitale relazionale, MacGraw Hill, Milano.
CUOMO M.T., TORTORA D. (2006), “I prodotti tipici locali: il nuovo paradigma del lusso”, Esperienze di impresa, Serie Speciale 4.
D’AMICO A. (2002), Le strategie di marketing per la valorizzazione dei prodotti tipici, Giappichelli, Torino.
DAY G. (1990), Market-Driven Strategy, The Free Press, New York.
DYER H.J., SINGH H. (1998), “The Relational View: Cooperative Strategy and Sources of Inter-organizational Competitive Advantage”, Academy of Management Review, vol. 23, n. 4, pp. 660-679.
EISENHARDT K. M. (2002), “Has strategy changed?”, MIT Sloan Management Review, vol. 43, n. 2, pp. 88-91.
FAIT M., IAZZI A. (2010), “Potenzialità e criticità dell’enogastronomia per lo sviluppo di un Sistema Turistico di Prodotto: prospettive per il territorio della Puglia”, Sinergie Rapporti di Ricerca, n. 31.
FAIT M., TRIO O. (2011), “Il ruolo dei marchi e dei Consorzi di tutela per la competitività delle produzioni tipiche agroalimentari”, Marketing Trends, Paris 21-22 gennaio.
FRANCH M. (2002), Destination Management. Governare il turismo tra locale e globale, Giappichelli, Torino.
FUKUYAMA F., (1995): Trust. The Social Virtues and the Creation of Prosperity, Free Press, New York.
GWINNER K.P., GRMELER D.D., BITNER M.J (1998) “Relational Benefits in Service Industries: The Customer’s Perspective”, Journal of the Academy of Marketing Science, vol. 26, n. 2.
GOLINELLI G.M., (2002), L’approccio sistemico al governo dell’impresa. Valorizzazione delle capacità, rapporti intersistemici e rischio nell’azione di governo, vol. III, Cedam, Padova.
GRANT R.M. (1991), “The resource-based theory of competitive advantage: implication for strategy formulation”, California Management Review, n. 33, pp. 114-135.
GRÖNROOS C. (1994), “From marketing mix to relationship marketing: towards a paradigm shift in marketing”, Management Decision, vol. 32, n. 2.
GRÖNROOS C. (1997), “Value-driven Relational Marketing: from Products to Resources and Competencies”, Journal of Marketing Management, n. 13, pp. 407-419.
HAGEDOORN J., DYSTERS G. (2002), External sources of innovative capabilities: The performance for strategic alliances or merges and acquisitions, Journal of Management Studies, n. 39, pp.167-188.
HARRIGAN K.R. (1988), “Joint ventures and competitive strategy”, Strategic Management Journal, n. 9, pp.141-158.
HIRSCHMAN E.C., HOLBROOK M.B. (1982), “Hedonic Consumption: Emerging Concepts, Methods and Propositions”, Journal of Marketing, vol. 46, Summer, pp. 92-101.
IRELAND R. D., HITT M. A., VAIDYANATH D. (2002), “Alliances management as a source of competitive advantage”, Journal Management, n. 28, pp. 413-446.
JARRILLO J.C. (1988), “On strategic network”, Strategic Management Review, vol. 9, pp. 31-41.
KALE P., DYER J. H., SINGH H. (2002), “Alliance capability, stock market response, and long-tem alliance success: The role of the alliance function”, Strategic Management Journal, n. 23, pp. 747-767.
KURATKO D. F., IRELAND R. D., HORNSBY J.S. (2001), “Improving firm performance trough entrepreneurial actions: Acordia’s corporate entrepreneurship strategy”, Academy of Management Executive, vol. 15, n. 4, pp. 60-71.
LAI A.W. (1995), “Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach”, Advances in Consumer Research, vol. 21, pp. 381-388.
LANZA A. (2000), Knowledge governance: dinamiche competitive e cooperative nell’economia della conoscenza, Egea, Milano.
LAWRENCE T.B., HARDY C., PHILLIPS N. (2002), “Institutional effects of interorganizational collaborations: The emergence of proto-institutions”, Academy of Management Journal, n. 45, pp. 281-290.
LIKERT R. (1932), “A Tecnique for the Measurement of Attitudes”, Archives of Psycology, n. 140.
LORENZONI G. (1992), Accordi, reti e vantaggio competitivo: le innovazioni nell’economia d’impresa e negli assetti organizzativi, Etaslibri, Milano.
METALLO G., FESTA G., MARINO V. (2002), “Dal permission marketing al virtuous marketing: l’approccio sistemico alla fidelizzazione”, Esperienze di Impresa n.1.
MORGAN R.M., HUNT S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, n. 58.
NAHAPIET J., GHOSHAL S. (1998),“Social Capital, intellectual capital and the organizational adventage”, Academy of Management Review, vol. 23, n. 2, pp. 242-266 .
NAPOLITANO M.R. (2000), Dal marketing territoriale alla gestione competitiva del territorio, ESI, Napoli.
NORMANN R., RAMIREZ R. (1971), “From Value Chain to Value Constellation: Designing Intercative Strategy”, Harvard Business Review, vol. 71, n. 4, pp. 65-67.
NORMANN R., RAMIREZ R. (1993), “Designing Interactive Strategy. From Value Chain to Value Constellation”, Wiley, Chichester (trad. it.) Le strategie interattive d’impresa. Dalla catena alla costellazione del valore, Etas Libri, Milano, 1995.
PENCARELLI T. (2006), “La valorizzazione dei prodotti tipici nell’economia delle esperienze”, Esperienze d’ impresa, serie speciale n. 4.
PENROSE E.T. (1959), The Theory of the growth of the firm, Oxford, Blackwell.
PETERAF M. (1993), “The cornerstones of competitive advantage: a resource-based view”, Strategic Management Journal, n. 14, pp. 179-91.
ROBERTS E.B., LIU W.K. (2002), “Ally or acquire?”, MIT Sloan Management Review, vol. 43, n. 1, pp. 26-34.
RULLANI E. (2000), “Contesti che facilitano le relazioni: i meta-organizzatori fra imprese e istituzioni”, Sinergie, n. 52.
RUMELT R.P. (1984), “Towards a strategic theory of the firm”, in LAMB B., Competitive Strategic Management, Prentice-Hall, Englewood Cliffs, NJ.
SCIARELLI M. (1996), Processo decisionale e valutazione strategica. La formulazione degli accordi tra imprese, Cedam, Padova.
SELSKY JW., PARKER B. (2005), “Cross-sector partnerships to address social issues: Challenges to theory and practice”, Journal of Management, vol. 31, n. 6, pp. 849-873.
SICCA L. (1998), La Gestione strategica dell’impresa, Cedam, Padova.
SWEENEY J.C., SOUTAR G.N. (2001), “Consumer perceived value: The development of a multiple item scale”, Journal of Retailing, n. 77, pp. 203-220.
THOMPSON J.D. (1967), Organizations in Action, McGraw Hill, Milano.
ULAGA W., CHACOUR S. (2001), “Measuring Customer-Perceived Value in Business Markets”, Industrial Marketing Management, vol. 30, pp. 525-540.
UPHOFF N. (1999), “Understanding Social Capital: Learning from the Analysis and Experience of Participation”, in Dasgupta P., Serageldin I. (a cura di), Social Capital. A Multifaceted Perspective, The World Bank, Washington D.C.
VALDANI E., BUSACCA B. (2000), “Customer Based View: dai principi alle azioni”, Convegno Le tendenze del marketing in Europa, Venezia 24, Novembre.
VALDANI E., ANCARANI F. (2000), Strategie di marketing del territorio. Generare valore per le imprese e i territori nell’economia della conoscenza, Egea, Milano, p. 35 e segg.
VICARI S., BERTOLI G., BUSACCA B. (2000), “Il valore delle relazioni di mercato. Nuove prospettive nell’analisi delle performance aziendali”, Finanza, Marketing & Produzione, vol. 18, pp. 7-54.
WOODALL T. (2003), “Conceptualising ‘Value for the Customer’: An Attributional, Structural and Dispositional Analysis”, Academy of marketing Science Review, n. 12.
ZEITHAML V.A (1988), “Consumer Perceptions of Price, Quality, and value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, vol. 52 July, pp. 2-22.
http://www.franciacorta.net/it/associati/
http://www.bresciatoday.it/politica/francesca-moretti-franciacorta.htm; http://www.winepress24.com/index.php?option=com_k2&view=item&id=1867:rilancio-del-turismo-in-franciacorta-arrivato-a-oltre-200000-presenze-annue&Itemid=80
http://www.bresciaoggi.it/stories/Economia/363312_sinergie_per_far_crescere_il_franciacorta_e_il_territorio/
http://www.diwinetaste.com/dwt/it2012065.ph
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Published
2012-03-26
