“Made in Italy”: The Italian Contribution to the Development of Business Marketing Discipline and Practices

Purpose: The authors analyze the main contributions of Italian literature in the business-to-business field as it relates to the characteristics of the Italian industrial manufacturing system. Even if not directly labeled as business-to-business marketing, Italian and other scholars who have studied Italian business experiences have largely faced the topic of business marketing management with innovative approaches and distinctive benchmark examples. In particular, the analysis of the Italian contribution to business marketing relies on the specific nature of the Italian industrial structure as recognized by the international literature. In this respect, the authors argue that three main areas of interest progressively arose from the peculiarities of the Italian industrial system: industrial districts, subcontractors/subcontracting relationships, and mid-sized manufacturing companies. These three research topics have been thoroughly investigated by both Italian and international scholars. They analyze the contributions that Italian researchers provided to advance business marketing discipline and practices.

Methodology/approach: The authors reviewed the literature of the main contributions developed in the three individual areas of research that have a strong focus on the Italian experience. The methodology was in three steps. First, the review planning process was guided by the three areas of research that were assumed to have a major contribution to business marketing discipline. Second, the SCOPUS database was used as a primary source for paper identification by using a keywords search method. Third, the dataset was refined by excluding non relevant contributions (not focused on business management and marketing or not specifically dealing with the three areas of interest) and validating/integrating the original dataset by using other complementary sources (e.g., Google Books, Google Scholar). Finally, a set of 268 products were taken into account in the analysis.

Findings: The results of the analysis suggest that the Italian contribution to the field of business marketing is valuable in light of the three chosen areas of research. These three empirical arenas—industrial districts, subcontractors, and mid-sized firms—contribute to providing a better understanding of business market structure and dynamics as well as the improvement of business marketing studies.

Originality/value: The article is an original and first attempt to elaborate and reflect on the contribution of the Italian business experience literature to the advances of business marketing discipline. The authors develop an original comprehensive review of “Made in Italy” business marketing and management research that has not been used in previous studies. The review will increase international knowledge of Italian practices and theoretical frameworks that can contribute to the reinforcement of the business-to-business marketing discipline.     

The Italian <Emphasis Type="Italic">Economia Aziendale</Emphasis> and Catholic Social Teaching: How to Apply the Common Good Principle at the Managerial Level

The ongoing global economic and financial crisis has exposed the risks of considering market and business organizations only as instruments for creating economic wealth while paying little heed to their role in ethics and values. Catholic Social Teaching (CST) could provide a useful contribution in rethinking the role of values in business organizations and markets because CST puts forward an anthropological view that involves thinking of the marketplace as a community of persons with the aim of participating in the Common Good (CG) of society. In the light of the CST tradition, and in particular Caritas in Veritate, this article investigates the thinking of some of the historical scholars of the Italian Economia Aziendale (EA), by focusing on the concept of azienda, in order to reinterpret in a more humanistic way the role of business organizations in society. By linking CST and EA, the dichotomy between for-profit and not-for-profit organizations and the stereotype of the so-called business amorality that has, for a long time, driven business managers can be transcended. The conclusions imply a forward-looking application of the ethical concepts embedded in the Italian science of EA.     

Business ethics searches: A socioeconomic and demographic analysis of U.S. Google Trends in the context of the 2008 financial crisis

A socioeconomic and demographic analysis of U.S. Google Trends for queries about Business Ethics and Greed is proposed in the context of the 2008 financial crisis. The framework is grounded in the ethical decision‐making literature. Two models using micro and macro‐type variables are tested using GLM and GEE regression techniques. The frequency of these Google queries varies positively with the ratio of females, educational attainment, younger adult age, some measures of economic hardship or inequalities, and the lesser the weight of the finance industry represented in each State. The frequency of queries intensifies for these same socioeconomic and demographic categories, in the aftermath of the financial crisis. This article is the first to study the salience of business ethics as an issue in the empirical literature using a nationwide database. It also provides a first empirical study in the specialized literature on “ethics in a time of crisis”. This study lays a preliminary groundwork to identify pro‐ethical reform segments of the population, with practical use for financial regulatory agencies.     

The ‘Duce hometown effect’ on local industrial development: The case of Forlì

Abstract

The history of fascist intervention and rescue in support of Italian banks and firms (either through nationalisation or direct aid) in the inter-war years is well known. The case of Forlì adds an important piece of information to the broad literature on state-sponsored development. Benito Mussolini was born in Predappio, a small village in the Apennines in the province of Forlì. And Forlì was meant to become ‘la città del Duce’ (‘the Duce’s hometown’). The case of Forlì offers an original perspective: entrepreneurs who chose Mussolini’s hometown to obtain special concessions, a novel element in the crowded panorama of special relationships between government and industry in Italy. But on the other hand, this article will also underline the unsuitability of big business to local economic characteristics (and post-war challenges) and the return to a traditional growth path centred around the small-firm model specialising in traditional sectors and family-owned, centralised management. State-sponsored business failed and provided no stimulus to local growth: any talk of ‘industrial continuity’ in Forlì requires us to acknowledge that it is based on the steady presence and continuous regeneration of locally grown, small family businesses.     

A Scientometric Analysis of Publications in the Journal of Business-to-Business Marketing 1993–2014

ABSTRACT

Purpose: To conduct a scientometric analysis of the contents of the Journal of Business-to-Business Marketing from 1993 to 2014.

Methodology/approach: The authors use the Leximancer computer-aided text analysis program, which reliably and reproducibly identifies the main concepts embedded in the text—their frequency and patterns of co-occurrence—based on the ways words move together in the text. They also identify key concepts that differentiate among the networks of concepts occurring in each of the first four five-year periods of the Journal’s history.

Findings: There are four common underlying conceptual themes: relationships, market, study, and business. But the focal mix of concepts has changed over time, from a narrower initial focus on distribution and power and conflict, to a greater focus on firm business marketing strategy and pedagogy, to a focus on networks, the Internet and more collaborative relations, to a focus, in the most recent period, on psycho-social network concepts, such as trust and commitment.

Research implications: The results complement and provide a baseline for evaluating and comparing researcher-conducted literature reviews of business marketing and JBBM’s contributions. The methodology provides possibilities for further analysis as it can be extended to analyze the business marketing and wider marketing literature more generally and how it has evolved.

Practical implications: Leximancer provides a comprehensive, accessible summary of the content of the JBBM and demonstrates its value as a text analysis program.

Originality/value/contribution: The authors are among the first to use this novel computer text analysis program to conduct a scientometric analyses of journal content. It provides a template for conducting studies of other journals and text.     

In search of a new industry: Giovanni Battista Pirelli and his educational journey through Europe, 1870–1871

Knowledge is increasingly considered a crucial resource for economic and business development. However, it is a broad concept that calls for further specifications: different kinds of knowledge call for diverse transfer and learning mechanisms, crucial for their application to economic activity. Focusing on the case of Giovanni Battista Pirelli (1848–1932) – Italian engineer and entrepreneur, founder (1872) of the first Italian rubber company, G.B. Pirelli & Co. – and his educational journey through Europe (1870–1871), this article investigates the complexity of the learning mechanism which in the second half of the nineteenth century allowed a relatively peripheral region like Northern Italy to reduce the gap separating it from the centre of European industrialization. Special attention is devoted to the characteristics of the rubber manufacturing industry and to the specific difficulties encountered in the acquisition and transfer of knowledge (including technology) related to a relatively new and rapidly evolving industry.     

Contrasting the Behavioural Business Ethics Approach and the Institutional Economic Approach to Business Ethics: Insights From the Study of Quaker Employers

The article suggests that in a modern context, where value pluralism is a prevailing and possibly, even ethically desirable interaction condition, institutional economics provides a more viable business ethics than behavioural business ethics, such as Kantianism or religious ethics. The article explains how the institutional economic approach to business ethics analyses morality with regard to an interaction process, and favours non-behavioural, situational intervention with incentive structures and with capital exchange. The article argues that this approach may have to be prioritised over behavioural business ethics, which tends to analyse morality at the level of the individual and favours behavioural intervention with the individual’s value, norm and belief system, e.g. through ethical pedagogy, communicative techniques, etc. Quaker ethics is taken as an example of behavioural ethics. The article concludes that through the conceptual grounding of behavioural ethics in the economic approach, theoretical and practical limitations of behavioural ethics, as encountered in a modern context, can be relaxed. Probably only then can behavioural ethics still contribute to raising moral standards in interactions amongst the members (stakeholders) of a single firm, and equally, amongst (the stakeholders of) different firms. Dr. Sigmund Wagner-Tsukamoto is researcher in business ethics, organisational economics and economic issues that concern the Old Testament. He is placed at the School of Management of the University of Leicester, UK. He holds two doctorates, one in social studies from the University of Oxford, UK, and one in economic studies from the Catholic University of Eichstaett, Germany. He has widely published on green consumerism and institutional economic issues that concern organization theory, business ethics theory and an economic interpretation of the Old Testament. His publications include the books Understanding Green Consumer Behaviour (Routledge, 2003) and Human Nature and Organization Theory (Edward Elgar, 2003).     

Italian fashion business: Achievements and challenges (1970s–2000s)

The article aims to provide a critical insight into the history of the Italian fashion business from the 1970s onwards by exploring a mix of sources including information provided by the industrial partners of fashion designers, articles published in the economic and financial press, and evidence collected from the main financial and economic databases. The analysis shows that although Italian ready-to-wear was extremely effective at meeting the new trends emerging in consumption patterns, Italian fashion companies have remained niche businesses compared to their French counterparts. The conclusions stress the contribution which business history can provide in explaining such a gap as well as the strategies pursued by fashion corporations.     

Business ethics in Italy: The state of the art

Up until now, the work which has been done in Italy might be considered of a preparatory nature. In 1985 and in 1986, the association of Catholic businessmen produced two documents on the ethical implications of economic activity. But in those years, the world of big business, had not yet realised how central the argument was becoming.The first significant signs of interest for business ethics appeared in 1987. In June, 1988, the first Italian National Conference on Business Ethics took place in Milan. The main outcome of that conference has been the constitution of the Italian Chapter of the European Network. In 1988, I founded the first issue of the journal entitled Etica degli-Affari. Promotional efforts have developped along two lines. The first regards programs of executive training and, eventually, consulting. In the second place, efforts are being made to elaborate and introduce codes of ethics in Italian corporations. There are, however, some very fundamental difficulties involved in the promotion of Business Ethics in Italy. The first problem is the fact that Italy is a country with a low ethical temperature. We don't have a strong sense of national identity, nor do we have a strong sense of the state. The second difficulty has to do with the business environment — the Italian business community itself. As a self-conscious, self-aware nucleus of a sector of society, the Italian business community is a very recent, and rather minoritarian social phenomenon.I personally feel that a certain protagonism on the part of prominent business leaders who are quite sensitive to the theme of ethics would prove to be very influential and greatly accelerate the process.Mario Unnia is managing director of Prospecta, a research firm, Milan, Italy. He has lectured and published extensively in the fields of Business and Public Policy, Corporate Culture and Labour Relations. He has founded and is chairman of the Italian Business Ethics Network. He is editor of Etica degli Affari.     

What’s behind organic certification of extra-virgin olive oil? A response from Italian consumers

Organic certification represents a growing business in international food market. In this article, an analysis of the factors influencing the purchase of organic extra-virgin olive oil is done for Italian consumers. A k-means cluster analysis was used to identify market segments. Results showed that it is possible to classify the Italian market into three clusters, respectively, indicating high, intermediate, and low willingness to pay a premium price (WTP) for organic certification of extra-virgin olive oil. Safety, nutritional, and health aspects appear to influence WTP. Factors concerning environmental sustainability and the supports to Italian food system are considered important, but do not play a fundamental role in increasing the consumer’s WTP.     

Multinational Corporations and the Transforming Operational Environment in China

China and the multinational corporations (MNCs) have had a long period of close relationship. In locating operations in China, MNCs beneficially followed the principle of least‐cost location. However, China's economic and business environment has been undergoing a striking transformation. The Chinese economy is losing some of its beneficial emerging‐market traits. Many foreign business enterprises and MNCs have experienced deep erosion of profits. This article first focuses on the growing importance of China and the Chinese markets for foreign business firms and MNCs. The sheer size of the market naturally draws them in. Next, it dwells on the challenges that have evolved over the years and the budding new business environment, often referred to as “the new normal.” Many MNCs realize the need to adapt to the new operating environment in China. This article proposes a list of adaptive and coping measures for the foreign enterprises and MNCs. © 2015 Wiley Periodicals, Inc.     

‘Though it is but a promise’: Business probity in Arnold Bennett's Anna of the Five Towns

Noting the increasing interest amongst business historians in the socio-cultural dimensions of business, this article presents a reading of Arnold Bennett's early twentieth-century novel Anna of the Five Towns. The purpose of the article is both to explore the evidential value of cultural representations, such as the novel, in relation to issues currently to the fore in business history, such as trust, and also to act as a means through which to examine some of the biases and assumptions present in the literature. Thus the article speaks also to issues of historiography.     

The Chinese business system and its authoriliberal economic model

China's position as one of the most powerful nations in the world is undisputed. However, in an evolving landscape, China's utilization of a path-dependent business system may hinder the ability of the country's institutions to undergo necessary change, which will have important implications for international business literature. Through business system theory, empirical evidence, and a mixed methods approach, we discuss China's business system explaining how the system may impair sustainable growth and the transformation required by a less dependent industrial society. Our research suggests that the Chinese business system is still very arrested due to its recent past, and the Chinese Communist Party has only partial interest in improving some of the most important bases for the development of modern enterprises, even if fostering a somewhat liberal economic approach. Since similar political (authoritarian) and economic (liberal) approaches are found elsewhere, we theorize on what we called an authoriliberal economic approach.     

Service Business Markets: Relationship Development in the Maritime Industry

ABSTRACT

Purpose: Prior literature has acknowledged the growing importance of service business markets (SBMs). However, relatively little research has examined the relationships and the motives for relationship development in SBMs. The aim of this paper is to investigate the nature of relationships and the various motives for relationship development between service provider and customers.

Methodology: This paper adopts a qualitative research strategy and a case study approach. The context is the maritime industry. One of the largest container terminals in China represents a unique and revelatory case study, wherein nine container terminal-shipping line dyads are the units of analysis. The data were mostly collected via 34 semistructured interviews with maritime industry professionals. The data were triangulated by including archival records and industry reports.

Findings: The interdependence and nonidentical nature of service delivery episodes are identified and considered to add to the knowledge on SBMs. This research provides evidence of the applicability of three groups of motives—economic, strategic, and social—for relationship development to SBMs. The motives are found to coexist and to have greater or lesser weight in the actors’ decision making depending on external factors, such as industry and company development stage, and internal factors, including the companies’ common vision and desire to collaborate.

Contribution: Academic papers have usually focused on specific types of motives, associated with a particular theoretical framework (e.g. transaction cost theory). Motives have rarely been discussed from multiple theoretical lenses. When motives are identified it is not clear what they really imply in different contexts, and what factors cause them to appear. This paper provides a number of contributions. First, it integrates several theoretical perspectives and specifies three groups of motives for relationship development in SBMs: economic, strategic, and social. Second, through the analysis of empirical findings the paper provides a deeper understanding of each group of motives, proposing an integrated framework of motives and the factors affecting their appearance. Subsequently, the research is carried out through a dyadic perspective, which is relatively rare in SBM research. A dyadic perspective allows similarities and differences in actors’ perceptions and actions to be illuminated. Finally, the research brings in a relatively new and important context—the Chinese maritime industry.

Practical implications: Knowing the needs and motives of counterparts can greatly assist SBM actors in formulating their strategies and planning their investments. It is also important that actors realize that the extent to which the other side is open to collaboration depends on the interplay of various motives. In general, business professionals should realize that end users increasingly perceive various service delivery stages within a supply chain as interdependent. Thus, to deliver a more integrated and flawless service to the end user, service providers and customers in SBMs should develop communication and collaboration beyond the operational level.     

Exploring the system of digitised retail design—flattening the ontology

The objective of this article is to combine the two dominant perspectives of retail design— design and business—through systems thinking and flat ontology, in order to understand the ‘store’ as designed by retail designers in the new digital area. Using an abductive case study of the Danish retail design world, this article connects actors into a system, redefines 'the store’ as an interface between retailer and customer, and attaches the metaphors ‘observed universe’ and ‘extended self’ of owner managers to collectively designed spaces. The implication of the study is a retail design (and business) canvas.The article's practical contribution is clarifying the profession of retail design under the condition of digitised retail, and to present a first step towards a system-based theory for retail design.Managerial contributionThe article redefines the store as an interface affording customers' and retailers’ exchange of product and experiential interaction with the aim of providing adequate revenue.     

Patterns of Research Productivity in the Business Ethics Literature: Insights from Analyses of Bibliometric Distributions

In any academic discipline, published articles in respective journals represent “production units” of scientific knowledge, and bibliometric distributions reflect the patterns in such outputs across authors or “producers.” Closely following the analysis approach used for similar studies in the economics and finance literature, we present the first study to examine whether there exists an empirical regularity in the bibliometric patterns of research productivity in the business ethics literature. Our results present strong evidence that there indeed exists a distinct empirical regularity. It is the so-called Generalized Lotka’s Law of scientific productivity pattern: the number of authors publishing n papers is about 1/n ^c of those publishing one paper. We discuss the likely processes that underlie the productivity pattern postulated by the Generalized Lotka’s Law. We find that the value of the exponent c is equal to about 2.6 for the comprehensive bibliometric data across the two leading business ethics journals. The observed research productivity pattern in the business ethics area, a relatively young discipline, is interestingly very consistent with those found in much older, related business disciplines like economics, accounting, and finance. We discuss the general implications of our findings.     

The Emergence of Big Business: The Largest Corporate Employers of Labour in the United Kingdom,Germany and the United States c. 1907 1

This article, which builds on previous studies published in Business History, documents the largest employers of labour in the Edwardian United Kingdom. It provides a more comprehensive coverage than hitherto by indicating several important firms which have previously escaped enumeration. More specifically, it demonstrates the neglected importance of several large companies in the coal industry and in metallurgy. With the identification of large employers in Wales, Scotland and the north-east of England, it also redresses an imbalance caused by previous under-enumeration of large firms in ‘Outer Britain’. This more comprehensive coverage also contributes to analysis of several aspects of big business in twentieth-century Britain: first, it contributes to analysis of concentration, analysis which can be undertaken for the whole economy or with reference to specific sectors; second, it reveals firms which exhibited economic dynamism, stasis or decline; third, it is indicative of the impact of internal growth and amalgamation for individual companies; fourth, it discloses many of the firms which would have had recourse to an internal labour market. An international perspective is adopted by comparative analysis of similar developments in Britain's major rivals, the USA and Germany. All told, it sheds important light on both the emergence of big business and the historiography of this phenomenon, reaffirming a revisionist view that British companies were larger and more varied in their activities than previously suggested.     

China: Getting beyond the headlines

China's continued economic growth even in these tough times attracts headlines. But China appears to be taking a disturbingly harder line with foreign business. By examining the deep political and social dynamics—China's “Four Basic Questions”—that propel China's rise, we can begin to understand and come to grips with what underlies this apparently new attitude. Surveys by the World Bank and other international organizations show that China's business environment fundamentals might not be as strong as we think. Still, China's economic momentum will continue despite the many problems the country faces. While foreign businesspeople today may express concern over negative trends in the business environment, they should be realistic. Behind the ups and downs of the Chinese scene, the country is struggling to resolve issues left over from history. Clear thinking about these basic issues is needed to survive—and perhaps prosper—in this environment. © 2011 Wiley Periodicals, Inc.     

Guanxi and its influence on the judgments of Chinese auditors

Over a decade ago China launched a large-scale programme to develop science parks with on site business incubators. A major goal of this project was to redesign the economic architecture by creating institutions that would greatly improve the nation's innovation system. Science parks, following the western model, were considered appropriate institutions. This is because they could harness China's many public research institutes and universities and so help promote both existing indigenous firms and emerging new technology-based private firms. Since its inception, however, the programme has evolved to serve multiple purposes, of which innovation system reform is arguably only one, minor goal. This article investigates the evolution of China's two-pronged strategy to develop science parks and business incubators in pursuit of institutional reform of its innovation system.     

Customer Involvement in Product Development: An Industrial Network Perspective

Purpose: In business markets, working with customers and users has become increasingly important to get knowledge about customer needs and to develop new products. The purpose of this article is twofold: (1) to develop a framework for analyzing customer involvement in product development in a business market context, and (2) to apply this framework to a particular company to describe and analyze how it practices customer involvement.

Methodology/approach: The article takes its main theoretical starting point in the industrial network approach, but also uses other literature from the innovation and product development field. The empirical study applies a qualitative case study approach and focuses on one company in the truck business.

Findings: The suggested framework deals with four key aspects of customer involvement: Why, when, how, and who. The observed pattern of the truck manufacturer shows how dealers, hauliers, and truck drivers are all part of the overall understanding of the customer. These actors are involved for different, typically very clear, purposes at different points in time through surveys, product clinics, and field testing. The pattern, referred to as mixed facilitative, is not one of close collaboration with individual customers, but one of broad involvement of several customers through business intelligence and direct involvement.

Research implications: First, the article provides researchers with a framework and method for studying customer involvement in product development. Second, the case study provides an illustrative example of the customer involvement pattern pursued by a leading company in a major industry. This enhances the understanding of the focal phenomenon, leads to managerial implications, and gives ideas for future research.

Practical implications: There are several managerial implications related to the why, when, how, and who questions. For example, it is pointed out that managers should consider involving customers more extensively than what seems to be common today—for example, by using customers as codevelopers, working with them throughout the entire development process (i.e., not only early and late), and including different types of users (with different requirements and wishes).

Originality/value/contribution of the article: The contribution lies in the development of a framework centered on the four key questions of customer involvement in

product development and using this framework for observing a pattern, and finding explanations and relating this pattern to how other firms are doing.