The sustainability revolution, and the positive effects of sustainable marketing on business perf... more The sustainability revolution, and the positive effects of sustainable marketing on business performance, should lead companies and research to focus more on issues related to assessment of sustainable marketing investments. This conceptual paper is an attempt to provide a contribution on this interdisciplinary topic not yet considered in the literature. We focus on how companies can assess ex ante this type of investment. We propose an adaptation of the risk-return ratio as a tool for ex ante assessment of sustainable marketing investments. We also provide considerations about the risks and rewards of Starbucks’ “Greneer Stores” project. We conclude the study by discussing the implications for managers of sustainable companies.
Resumen La valorización de la diversidad y la inclusión representan elementos fundamentales de la... more Resumen La valorización de la diversidad y la inclusión representan elementos fundamentales de la sostenibilidad corporativa, convirtiéndose en un imperativo para las empresas que quieren crear valor competitivo. El esfuerzo de las organizaciones empresariales debe estar orientado a crear ambientes de trabajo inclusivos y adoptar estrategias para valorizar los recursos corporativos en términos de diversidad, con el fin de promover mejores condiciones organizacionales y obtener ventajas en términos de producción y competitividad en el mercado. Nuestra investigación propone una reflexión sobre el necesario cambio en las prácticas y políticas de la empresa, gracias a un entorno de trabajo multicultural, inclusivo y saludable, para también su impacto sobre el ambiente externo. En particular, se presta atención a la comunicación con el consumidor, encamina
This paper proposes a conceptual framework for governance and management of the decision making p... more This paper proposes a conceptual framework for governance and management of the decision making process for corporate communication. The aim is to address a gap in the literature in that to date, by adopting some basic assumptions from Viable Systems Approach, integrated with Service Science perspective, in order to identify communication resources, the nature (static and dynamic) of the corporate communication activities, and “engineering” communication process. Parsons’ sociological approach, with reference to the classification of organisational decisions (policy, allocation and coordination) results fundamental to contextualise this approach to the decision-making within corporate communication function/departmen
The territorial dynamics of tourism destinations are growingly be influenced by the advancement i... more The territorial dynamics of tourism destinations are growingly be influenced by the advancement in digital and social media communication. In particular, opinion leaders or influencers in social media play an important role in determining the image and the value perceived by different types of territorial stakeholders. More specifically, the paper explores the role of Instagram influencers (Igers) in shaping destination images of sustainable tourism destination worldwide. A visual analysis of posts on Instagram in a 7-year span (2012–2019) is carried out to analyze differences in different macro-regions and identify associations of influencers with various destinations. Findings show that engagement level vary at continent level and territorial dynamics are determined by cultural similarities, especially on the West-East axis. Implications and associated research avenues are discussed to develop insights for assessing the value of different types of influencers in affecting territor...
Purpose – The aim of this article is to understand the key factors of success and advantages that... more Purpose – The aim of this article is to understand the key factors of success and advantages that Tetra Pak Italy reached thanks to Ingredient Branding (IB) implementation. Design/Approach – In order to reach the goal of the paper, direct and indirect data were analysed. The primary data are the outcome of an in-deep interview with the Tetra Pak Italy marketing director, while the secondary data comes out from reports made available by the company. The reports present results – codified in tables and figures - of the co-branding campaign. Findings – The secondary data clearly showed that the IB strategy was successful. The use of primary data allows to identify the existence of several key factors of success of Tetra Pak Italy implementation of IB. Value of Paper - This paper is a step in a stream of research that analyses IB in the supplier’s perspective. Practical implications - The contribution of the paper should not, however, be overstated. Actually, the analysis presents an initial foray into the realm of IB
The paper aims to identify different groups of consumers according to their attitudes towards glo... more The paper aims to identify different groups of consumers according to their attitudes towards global-local brands. A preliminary empirical investigation was conducted with a semi-structured questionnaire to a sample of university students (n= 274) in Italy, Span and UK. Following a sequence of Multiple Correspondence Analysis and cluster analysis, thus respondents were grouped in three clusters. The paper indicates that consumer attitudes towards global brands are intertwined with ethnocentric and country-related aspects but still remain a controversial concept. Thus, the paper suggests that transnational companies would therefore do well in balancing their local/national identities avoiding overemphasis on brand globalness perception
The aim of the paper is to investigate consumer perceptions involving green communication, analys... more The aim of the paper is to investigate consumer perceptions involving green communication, analysed with reference to audience efficacy. In particular, the focus of the study is on the object of communication, in terms of responsible corporate processes or products, which are ecosustainable, natural, green and so on. Starting from a critical overview on the topic, an interpretive model of green communication is suggested and an empirical analysis is conducted, using a quali-quantitative approach. In particular, to verify whether the green content of communication encourages consumer purchases, the perceptions of the sample with respect to four print advertisements of companies positioning themselves as «green», are examined. The variables used to evaluate the advertisements are extracted from the Iso standard 14021. Findings suggest that sustainable communication can be redefined, in terms of «response-ability» for the requirements of what still remains nowadays, a niche market.
Purpose. The study proposes a comparative analysis of the CSR rhetorical strategies and associate... more Purpose. The study proposes a comparative analysis of the CSR rhetorical strategies and associated legitimacy approaches between service and product companies. Methodology. In order to categorize different CSR rhetoric strategies, a content analysis on websites of companies included in Dow Jones Sustainability World Index (DJSI) was carried out. Findings. Findings show that product companies are more active in communicating CSR in two out of three of identified rhetorical strategies. Practical implications. The study sheds light on the different legitimacy approaches elicited by online CSR communication and gives practical indications to managers, taking into account the ascertained differences that characterised the selected categories of companies. Originality/value. The paper shows that belonging to service industry influences the seeking of legitimacy and suggests new research directions into CSR management in service sector.
Qualitative Market Research: An International Journal, 2020
Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emer... more Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and construction. Findings The paper offers insight into corporate communications (corpcoms) practices in the sampled companies. The paper shows that corpcoms involves a complex range of activities leading to performance – managed and implemented under CEO direction. Practical implications Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and ...
Purpose of the paper: This paper explores the museum image formation process, with particular foc... more Purpose of the paper: This paper explores the museum image formation process, with particular focus on the case of the British Museum in London. The research aims to analyze whether, among the different variables traditionally identified by literature on this issue (motivations, expectations, satisfaction, sources of information etc.), it is possible to identify a "halo effect" of London's image which influences British Museum visitors' image formation Methodology: Considering the exploratory nature of the study, a non-probabilistic sampling procedure was chosen. Data were collected through a structured questionnaire, and interviewees were selected through a non-probability sampling procedure. Data analysis involved multivariate regression, performed through SPSS software Findings: The collected data provided a preliminary response to the main research question posed by this paper: could the halo effect of London's image play a role in developing the image visitors have of the British Museum
Purpose The role of metaphors in information management has generally been acknowledged owing to ... more Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it...
Corporate Social Responsibility and Environmental Management, 2019
Despite the fact that culture is central in globalized and digitalized contexts, few studies have... more Despite the fact that culture is central in globalized and digitalized contexts, few studies have investigated how organizations are influenced by cultural dimensions in communicating their social responsibility efforts. Through the lens of cultural dimensions, this study aims at comparing communication displayed on corporate websites of top sustainable organizations. The aim is reached evaluating how Hofstede's cultural dimensions, reflected in corporate social responsibility (CSR) content, vary between companies in Asian context and other organizations worldwide. A coding scheme to analyze cultural impact on CSR communication content disclosed on websites was carried out. Findings show that Hofstede's cultural dimensions and online CSR communication belong to different levels of analysis: One is innate and diffusive, whereas the other one is intentional and rational. Differently from extant studies on cultural dimensions, results suggest that cultural dimensions are factor...
The sustainability revolution, and the positive effects of sustainable marketing on business perf... more The sustainability revolution, and the positive effects of sustainable marketing on business performance, should lead companies and research to focus more on issues related to assessment of sustainable marketing investments. This conceptual paper is an attempt to provide a contribution on this interdisciplinary topic not yet considered in the literature. We focus on how companies can assess ex ante this type of investment. We propose an adaptation of the risk-return ratio as a tool for ex ante assessment of sustainable marketing investments. We also provide considerations about the risks and rewards of Starbucks’ “Greneer Stores” project. We conclude the study by discussing the implications for managers of sustainable companies.
Resumen La valorización de la diversidad y la inclusión representan elementos fundamentales de la... more Resumen La valorización de la diversidad y la inclusión representan elementos fundamentales de la sostenibilidad corporativa, convirtiéndose en un imperativo para las empresas que quieren crear valor competitivo. El esfuerzo de las organizaciones empresariales debe estar orientado a crear ambientes de trabajo inclusivos y adoptar estrategias para valorizar los recursos corporativos en términos de diversidad, con el fin de promover mejores condiciones organizacionales y obtener ventajas en términos de producción y competitividad en el mercado. Nuestra investigación propone una reflexión sobre el necesario cambio en las prácticas y políticas de la empresa, gracias a un entorno de trabajo multicultural, inclusivo y saludable, para también su impacto sobre el ambiente externo. En particular, se presta atención a la comunicación con el consumidor, encamina
This paper proposes a conceptual framework for governance and management of the decision making p... more This paper proposes a conceptual framework for governance and management of the decision making process for corporate communication. The aim is to address a gap in the literature in that to date, by adopting some basic assumptions from Viable Systems Approach, integrated with Service Science perspective, in order to identify communication resources, the nature (static and dynamic) of the corporate communication activities, and “engineering” communication process. Parsons’ sociological approach, with reference to the classification of organisational decisions (policy, allocation and coordination) results fundamental to contextualise this approach to the decision-making within corporate communication function/departmen
The territorial dynamics of tourism destinations are growingly be influenced by the advancement i... more The territorial dynamics of tourism destinations are growingly be influenced by the advancement in digital and social media communication. In particular, opinion leaders or influencers in social media play an important role in determining the image and the value perceived by different types of territorial stakeholders. More specifically, the paper explores the role of Instagram influencers (Igers) in shaping destination images of sustainable tourism destination worldwide. A visual analysis of posts on Instagram in a 7-year span (2012–2019) is carried out to analyze differences in different macro-regions and identify associations of influencers with various destinations. Findings show that engagement level vary at continent level and territorial dynamics are determined by cultural similarities, especially on the West-East axis. Implications and associated research avenues are discussed to develop insights for assessing the value of different types of influencers in affecting territor...
Purpose – The aim of this article is to understand the key factors of success and advantages that... more Purpose – The aim of this article is to understand the key factors of success and advantages that Tetra Pak Italy reached thanks to Ingredient Branding (IB) implementation. Design/Approach – In order to reach the goal of the paper, direct and indirect data were analysed. The primary data are the outcome of an in-deep interview with the Tetra Pak Italy marketing director, while the secondary data comes out from reports made available by the company. The reports present results – codified in tables and figures - of the co-branding campaign. Findings – The secondary data clearly showed that the IB strategy was successful. The use of primary data allows to identify the existence of several key factors of success of Tetra Pak Italy implementation of IB. Value of Paper - This paper is a step in a stream of research that analyses IB in the supplier’s perspective. Practical implications - The contribution of the paper should not, however, be overstated. Actually, the analysis presents an initial foray into the realm of IB
The paper aims to identify different groups of consumers according to their attitudes towards glo... more The paper aims to identify different groups of consumers according to their attitudes towards global-local brands. A preliminary empirical investigation was conducted with a semi-structured questionnaire to a sample of university students (n= 274) in Italy, Span and UK. Following a sequence of Multiple Correspondence Analysis and cluster analysis, thus respondents were grouped in three clusters. The paper indicates that consumer attitudes towards global brands are intertwined with ethnocentric and country-related aspects but still remain a controversial concept. Thus, the paper suggests that transnational companies would therefore do well in balancing their local/national identities avoiding overemphasis on brand globalness perception
The aim of the paper is to investigate consumer perceptions involving green communication, analys... more The aim of the paper is to investigate consumer perceptions involving green communication, analysed with reference to audience efficacy. In particular, the focus of the study is on the object of communication, in terms of responsible corporate processes or products, which are ecosustainable, natural, green and so on. Starting from a critical overview on the topic, an interpretive model of green communication is suggested and an empirical analysis is conducted, using a quali-quantitative approach. In particular, to verify whether the green content of communication encourages consumer purchases, the perceptions of the sample with respect to four print advertisements of companies positioning themselves as «green», are examined. The variables used to evaluate the advertisements are extracted from the Iso standard 14021. Findings suggest that sustainable communication can be redefined, in terms of «response-ability» for the requirements of what still remains nowadays, a niche market.
Purpose. The study proposes a comparative analysis of the CSR rhetorical strategies and associate... more Purpose. The study proposes a comparative analysis of the CSR rhetorical strategies and associated legitimacy approaches between service and product companies. Methodology. In order to categorize different CSR rhetoric strategies, a content analysis on websites of companies included in Dow Jones Sustainability World Index (DJSI) was carried out. Findings. Findings show that product companies are more active in communicating CSR in two out of three of identified rhetorical strategies. Practical implications. The study sheds light on the different legitimacy approaches elicited by online CSR communication and gives practical indications to managers, taking into account the ascertained differences that characterised the selected categories of companies. Originality/value. The paper shows that belonging to service industry influences the seeking of legitimacy and suggests new research directions into CSR management in service sector.
Qualitative Market Research: An International Journal, 2020
Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emer... more Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and construction. Findings The paper offers insight into corporate communications (corpcoms) practices in the sampled companies. The paper shows that corpcoms involves a complex range of activities leading to performance – managed and implemented under CEO direction. Practical implications Corpcoms is perceived as a strategic concept with effective application relative to managing corporate image and ...
Purpose of the paper: This paper explores the museum image formation process, with particular foc... more Purpose of the paper: This paper explores the museum image formation process, with particular focus on the case of the British Museum in London. The research aims to analyze whether, among the different variables traditionally identified by literature on this issue (motivations, expectations, satisfaction, sources of information etc.), it is possible to identify a "halo effect" of London's image which influences British Museum visitors' image formation Methodology: Considering the exploratory nature of the study, a non-probabilistic sampling procedure was chosen. Data were collected through a structured questionnaire, and interviewees were selected through a non-probability sampling procedure. Data analysis involved multivariate regression, performed through SPSS software Findings: The collected data provided a preliminary response to the main research question posed by this paper: could the halo effect of London's image play a role in developing the image visitors have of the British Museum
Purpose The role of metaphors in information management has generally been acknowledged owing to ... more Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it...
Corporate Social Responsibility and Environmental Management, 2019
Despite the fact that culture is central in globalized and digitalized contexts, few studies have... more Despite the fact that culture is central in globalized and digitalized contexts, few studies have investigated how organizations are influenced by cultural dimensions in communicating their social responsibility efforts. Through the lens of cultural dimensions, this study aims at comparing communication displayed on corporate websites of top sustainable organizations. The aim is reached evaluating how Hofstede's cultural dimensions, reflected in corporate social responsibility (CSR) content, vary between companies in Asian context and other organizations worldwide. A coding scheme to analyze cultural impact on CSR communication content disclosed on websites was carried out. Findings show that Hofstede's cultural dimensions and online CSR communication belong to different levels of analysis: One is innate and diffusive, whereas the other one is intentional and rational. Differently from extant studies on cultural dimensions, results suggest that cultural dimensions are factor...
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Papers by Alfonso Siano