Category Archives: Riflessioni e spunti

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E Ferrero disse… “te lo do io l’olio di palma!”

Da cosa si riconosce un leader di mercato? Beh, la quota di mercato deve giustificarsi in qualche modo, ma non sempre è facile mantenere i nervi saldi e difendere il proprio status di primo della classe quando la ruota sembra girare male, o comunque le

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Perché e come Groupon dovrebbe riposizionarsi…

Qualche tempo fa ho osservato con interesse il modo in cui un mio conoscente ha usato Groupon per promuovere la sua spa (non proprio di lusso, ma di certo da premium price, per capirci). Mi è piaciuto molto. L’ha proprio messa giù nei termini giusti,

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The clinic for the people who are in trouble with love…

The relationship between love and marketing, on one side, and between love and business, on the other side, is a really interesting and actual topic. A couple of years ago I heard about a really impressive news: somebody in the USA had created a clinic

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Companies with Heart: a Future to hope for

The business scenario is changing in depth. This is clear to everyone. The economic crisis is certainly a crucial drive for this to happen, but not only in a bad way. It’s hard to say, but I argue that the economic crisis may also have

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Durex as a key case of Customer-Based View (CBV)

Today we are going to explain how and to what extent the marketing logic can support business strategies. By simplifying, there are two main strategic paths for connecting companies to their market environments: a) Resource-Based View (RBV): in this case, the company has some specific