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Elisa MARTINELLI

Professore Ordinario
Dipartimento di Economia "Marco Biagi"

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Pubblicazioni

2024 - Are gluten-free products healthy for non-celiac consumers? How the perception of well-being moderates gluten-free addiction [Articolo su rivista]
Zerbini, Cristina; De Canio, Francesca; Martinelli, Elisa; Luceri, Beatrice
abstract

2024 - Assessing Long-term Performance in Manufacturing Companies Hit by a Natural Disaster: The Role of Organizational Resilience and Human Capital [Capitolo/Saggio]
Martinelli, E.; Sarti, E.; Tagliazucchi, G.
abstract

Natural disasters represent an increasing threat to businesses, putting at risk their continuity in light of sustainable performance conditions. The present chapter explores the role of organizational resilience and of human capital in manufacturing companies hit by a natural disaster, an earthquake in the current study, by considering performance in the long run. In doing so, a survey has been performed on a sample of 131 manufacturing companies by the Emilia earthquake (Italy) in 2012, considering both perceptual data and balance sheet data. This represents a key contribution of this chapter, as extant literature on the impact of resilience on business performance has mainly used perceptual data; conversely, ourstudy, considering balance sheet data, enables a more comprehensive and realistic view of the phenomenon. The sample was selected from the AIDA database, as it includes revenue data that we could add to the perceptual measures obtained by administering a structured questionnaire. Partial least squares structural equation modeling (PLS-SEM) was then employed. The results show the importance of developing adaptive processes that leverage on the organization’s human capital and resilience to respond to adverse exogenous events. More specifically, it has been found that human capital and organizational resilience are profitable to post-disaster economic performance in the long run, supporting the economic sustainability of affected businesses. The implications are related to reinforcing new business solutions and adaptive strategies, looking at both organizational resilience and human capital investment to reach a stable economic business performance in the long-run after a detrimental event.

2024 - Consumption of plant-based foods: motives and drivers among Italian consumers [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca
abstract

The chapter investigates the motives driving Italian consumers to eat plant-based foods (PBFs) among omnivores, exploring the moderating role of consumer innovativeness – in its hedonist and social connotations – and how environmental and health concerns affect the attitude-intention path. The results show that environmental and health concerns are the main motives driving the consumption of PBFs both directly and indirectly. The attitude-intention path is positively moderated by social innovativeness, but not by hedonist innovativeness. Gender, but not age, is confirmed as an important driver of consumer’s tendency to eat PBFs. Theoretical and managerial implications are then derived, contributing to foster academic knowledge on an underresearched consumer target and to prove the effect of social innovativeness as an attitude-intention path moderator – an effect that, to our knowledge, is novel.

2024 - DO CONSUMERS PERCEIVE A GREEN COUNTRY IMAGE OF A COUNTRY? ATTITUDINAL ANTECEDENTS AND IMPACT ON WILLINGNESS TO BUY [Relazione in Atti di Convegno]
Martinelli, E.; Castrogiovanni, A.; Sarti, E.
abstract

Context: Consumers are becoming increasingly concerned with sustainable issues: not only products and suppliers but even countries have started to be perceived in terms of their level of green image. This acknowledgement calls for a revision of traditional international marketing models aimed at investigating the impact of a specific country image on consumer behavior, considering also the effect of the image of sustainability possessed by that country. Purpose: This work aims to exploring the connection between the Green Country of Origin Image (GCoI) of a country and the Willingness to Buy (WTB) by the consumers of another country. This is done by assessing their Attitude Towards Green Products (GATT), considered as a mediating construct impacted by Environmental Concern (EC) and Perceived Consumer Effectiveness (PCE). Data: Primary research data were gathered through a survey based on the administration of an online questionnaire targeting a convenient sample of Indian consumers, applying structural equation modelling to assess the GCoI of Made in Italy food products. Results: Findings evidenced the goodness of the proposed model: EC and PCE are positively related with GATT, which, in turn, positively affect GCoI. Finally, GCoI has a positive and significant effect on the WTB. Originality: GCoI has been poorly investigated. This study enriches the current body of knowledge concerning country image determinants in relation to sustainable consumption, contributing to the international marketing and consumer behavior literature in a sustainable perspective. Implications: This research holds pragmatic significance for policy makers and scholars alike, and marketers striving to advocate national offerings on international markets through the added value of sustainable food perceptions and practices. It also deeps the comprehension of consumer behavior within the realm of sustainable consumption for stimulating eco-conscious decisions.

2024 - Improving the small farmers’ agribusiness orientation in the lavender industry: an empirical study in the Emilia-Romagna Apennines [Capitolo/Saggio]
Martinelli, E.; Tagliazucchi, G.
abstract

Agriculture can be a key resource for mountain areas. Among the possible aromatic crops, lavender displays an interesting potential but struggles to get out of the local niche for a number of difficulties encountered by farmers in developing a strategic orientation in managing this business. A multi-case study qualitative methodology is adopted to explore this phenomenon by collecting semi-structured interviews from a sample of agricultural firms leased in the Emilia-Romagna Apennines (Italy). The results contribute to the scarce literature on entrepreneurship in agriculture, showing that a farmer’s approach is, to date, more linked to the world of agriculture than of agribusiness, with low process structuring and an individual rather than cooperative approach, highlighting points for improvement for farmers, practitioners and policy makers.

2023 - Are consumers’ food purchase intentions impacted by blockchain technology? [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Framing of the research. Consumers are increasingly concerned with food products’ authenticity and traceability. Blockchain technology (BCT) enables end-to-end traceability to the food supply chain, accessible to consumers through their mobiles. Purpose of the paper. The study aims at understanding consumers’ knowledge and factors affecting the intention to adopt the BCT when shopping for food. A model based on an integrated version of the TAM is verified. Methodology. A survey based on a structured questionnaire was digitally shared among consumers. 392 responses were collected; PLS-SEM was used to verify the proposed model on the sample of knowledgeable consumers (N: 120). Results. The level of knowledge of the BCT is very low (31% of the sample). Perceived usefulness (PU) and perceived ease of use (PE) influence the attitude-intention to adopt path. The technology principles knowledge impacts PU, PE, and blockchain guarantee, while the latter positively impacts on attitude. Indirect effects are all verified. Research limitations. Due to the novelty of the phenomenon, the sample is small as the study focused only on knowledgeable consumers, limiting the generalizability of results. Cross-cultural studies may improve our knowledge. Managerial implications. Our results are useful to supply chain members and especially to managers of manufacturing and retail companies willing to provide solutions to guarantee authenticity and traceability to consumers and institutions aimed at protecting their citizens. Originality of the paper. The BCT studies are mainly focused on the firm side, while little data or insights on the consumer side are available.

2023 - Enhancing Traditional Product Brand Equity through the Mountain Product label: a Consumer-Based Brand Equity approach [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Sarti, Elena
abstract

Promoting traditional mountain food products guarantees consumers of products’ quality, supports local economies and promotes farm sustainability in mountain regions. The EU Commission has introduced the “Mountain Product” (MP) denomination to this aim. However, the MP label strives to be used by producers and has low awareness among consumers. Our study aims to assess the contribution of the MP label to the brand equity of products farmed in mountain regions. This is performed by assessing the brand equity antecedents of the MP label brand equity and verifying the latter effect on a traditional product brand equity: a potato cultivated in the Modena Apennines named the “Montese potato”. A survey through a structured questionnaire was administered in-store to a sample of 317 consumers and analysed with the CB-SEM method to assess the validity of the hypotheses underpinning our study. Results confirm that MP brand awareness, perceived brand quality and brand associations are all positive and significant drivers of the MP label brand equity. Moreover, the MP label brand equity positively and significantly influences the specific product's brand equity. Our findings provide implications for producers and retailers interested in using the MP label but doubtful of its value creation.

2023 - Exploring channel switching in the aftermath of the Covid-19 pandemic: Are shoppers all driven by the same motivations? [Articolo su rivista]
De Canio, F.; Fuentes-Blasco, M.; Martinelli, E.
abstract

Purpose: The pandemic impacted consumers' shopping processes, leading them to approach the online channel for grocery shopping for the first time. The paper contributes to the retailing literature by identifying different grocery shopper segments willing to switch online moved by heterogeneous motivations. Integrating the technology acceptance model 2 (TAM-2) and the protection motivation theory (PMT), this study identifies technology-related and Covid-related motivations jointly impacting channel switching. Design/methodology/approach: A mixture regression model was estimated on the 370 valid questionnaires, filled out by Italian shoppers, delivering four internally consistent segments. Findings: The results reveal the existence of four segments willing to switch towards the online channel for grocery shopping in the aftermath of the pandemic. Utilitarian shoppers would switch online as they consider the online channel useful and easy to use. Responsive shoppers will prefer the online channel driven by the fear of being infected in-store. Novel enthusiasts show interest in the online channel to not catch the virus and cope with emotional fear, although they consider online shopping as an enjoyable and useful activity as well. Smart shoppers consider online shopping as an easy-to-use alternative for their grocery purchases. Originality/value: This paper identifies technology-related and Covid-related motivations jointly impacting shoppers' channel switching to online and presents a novel method – i.e. mixture regression – allowing for the identification of shopper segments motivated by different reasons, both emotional and utilitarian, to switch towards the online channel for their grocery shopping. Among other motivations, the fear of Covid-19 is identified as a relevant motivation to switch to online.

2023 - Exploring how to use virtual tours to create an interactive customer remote experience [Articolo su rivista]
Peruzzini, M; Cavallaro, S; Grandi, F; Martinelli, E; De Canio, F
abstract

This paper investigates the use of Virtual Reality (VR) to develop virtual tour applications for marketing purposes. The aim is to explore how virtual technologies can support the creation of knowledge about a specific food product and the achievement of user engagement by a multi-sensory virtual tour of the real production site. The study provides design guidelines to create a valuable, multisensory experience by VR tours and demonstrate how the adoption of a user-driven approach, instead of a technology-driven approach, allows to achieve a positive intention to buy. The case study was represented by one of the excellences among Italian food products, the Parmigiano Reggiano (PR) cheese. The PR virtual tour was validated by a user testing campaign, involving more than 70 users: users' reactions and feedback were collected by human physiological data monitoring and questionnaires' administration. The research results demonstrated how virtual technologies could effectively help people to create a solid knowledge about a food product to support the marketing process and to form an intention to buy thanks to a better understanding of the quality of the local and traditional productions.

2023 - Exploring perceived post-disaster performance in micro-businesses: how does entrepreneur psychological resilience matter? [Articolo su rivista]
Tagliazucchi, Giulia; De Canio, Francesca; Martinelli, Elisa
abstract

2023 - Exploring the impact of the “Mountain Product” label guarantee on the attitude-intention path [Relazione in Atti di Convegno]
Martinelli, E.; De Canio, F.
abstract

This study aims at verifying a structural model in which the Mountain Product label’s guarantee impacts as a second order construct on the attitude-intention path, considering the intention to purchase mountain food products as dependent variable and controlling for the level of the MP label knowledge. The MP label guarantee acts as a multidimensional construct. All the postulated HPs are verified evidencing the importance played by the MP label guarantee in generating positive attitudes and behavioural intentions in consumers. This can be amplified through a higher product label knowledge. Marketing implications are derived.

2023 - Guest Editorial. Service-mix: new channels and consumption patterns in services [Articolo su rivista]
Luceri, B.; Martinelli, E.; Gazquez-Abad, J. C.
abstract

The world’s economies are dominated by services. The average value added in the services sector as percentage of GDP was 55.43% in 2021 (TheGlobalEconomy.com, 2022). In the most advanced economies, services account for an even larger share of their GDP - 75% on average (Nayyar et al., 2021). In addition to its economic relevance, a vital services sector is also increasingly important for the competitiveness of agriculture and manufacturing, as the intertwin of the product-service bundle highly enhances value for customers. Actually, manufacturers have transformed themselves in service or solution providers (Gebauer et al., 2011). The acknowledgement that services are transversal to all business sectors (Gustafsson et al., 2016) has been furthered by the recognition that today all businesses in any sector compete on service, therefore, “it makes little sense to treat service as a special case; all businesses are essentially service businesses” (Gustafsson and Kristensson, 2020, p. 609), regardless of country and context (Gustafsson and Bowen, 2017).

2023 - IL RUOLO DELLA SOSTENIBILITÀ PERCEPITA NELLO SVILUPPO DELLA FEDELTÀ AL RETAILER. UN’ANALISI SUI CONSUMATORI ITALIANI [Capitolo/Saggio]
Martinelli, Elisa; DE CANIO, Francesca
abstract

2023 - Predictors of cross-buying in grocery retailing: the role of non-traditional product/service categories [Articolo su rivista]
Latusi, S.; Sarti, E.; Martinelli, E.; Luceri, B.
abstract

Purpose of the paper: This study investigates cross-buying in retailing, with the aim to identify consumers’ purchase predictors of non-traditional product/service categories (NTPS) offered with the grocery retailer’s brand. Methodology: A structured questionnaire was administered to a sample of 598 retail customers. Data were processed through a standard Poisson regression model considering the number of extension categories bought. Findings: Among shoppers’ socio-demographic characteristics, age and education were found to have an impact on the number of NTPS purchased. Behavioural loyalty, value consciousness and perceived private label quality proved to be additional determinants of cross-buying by retail customers. Research limits: The analysis focuses on the North Italian context, while the consideration of different retailing systems, with different levels of evolution also in terms of the NTPS mix offered, could benefit our understanding of cross-buying patterns. Practical implications: The findings provide retailers and professionals with valuable insights for effective marketing strategies aimed to exploit customer cross-buying potential. Originality of the paper: The study sheds light on the role of a number of predictors of cross-buying in the non-core offer of grocery retailers. Addressing how cognitive, social and personal characteristics interact in consumer decision-making process for NTPS in cross-buying, the study makes a new effort to better develop a profile of the PLs consumers, thus contributing to the literature on PLs and developing a managerial impact for retailers and practitioners.

2023 - Reopening after the pandemic: leveraging the destination image to offset the negative effects of perceived risk. [Articolo su rivista]
DE CANIO, Francesca; Martinelli, Elisa; Viglia, Giampaolo
abstract

The Covid-19 pandemic outbreak is dramatically affecting travelers’ behavioral intentions. The higher level of risk perceived has reduced people’s intention to travel, especially among those lacking self-confidence. The present study investigates how travelers’ personality traits (i.e., information acquisition and personal outcome decision-making) impact destination image and perceived risk to get infected by the Covid-19 virus may influence travelers’ attitude and travel intention. An online survey was administered among social networks. A structural equation model was developed on a dataset of 344 questionnaires filled by Italian travelers. The findings of the study confirm that, on one hand, the high sense of travelers’ perceived risk, enhanced by personal outcome decision-making, is dramatically reducing their travel intentions by reducing travelers’ attitude toward travel during the Covid-19 pandemic. On the other hand, the destination image, enhanced by information acquisition, offsets the negative effect of risk. This study provides insights to tourism operators and policymakers who are trying to cope with an unstable and raveled sector, badly hit by the pandemic. In this stage of the pandemic, operators should improve the image of their service quality to reassure travelers of the possibility of contracting the virus at restaurants and accommodations. Policymakers should support policies to encourage domestic tourism.

2023 - The entrepreneurial capabilities-resilience-recovery path: A dynamic view on small cafés and restaurants facing the pandemic [Relazione in Atti di Convegno]
Martinelli, E.; Sarti, E.
abstract

2022 - Consumer perceived ethicality of the retailer and shopping behaviour: the moderating role of consumer’s ethical beliefs [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Consumers are increasingly prone to make their shopping choices also considering companies’ ethics. However, the positive effects of an ethical approach in running a company’s business still remain largely undefined, especially in the retailing sector where this orientation is in its infancy. To assess the possible benefit of retailer’s ethicality, we propose a study aimed at investigating how the consumer perceived ethicality of the retailer (CPER) affects customer loyalty – conceived in its cognitive-behavioural link – and word-of-mouth, when the moderating role of consumer’s ethical beliefs is considered too. Applying structural equation modelling to data collected through an online survey administered to a sample of shoppers, the proposed model is verified. Results show that CPER affects both repurchase intentions and word-of-mouth, while consumers’ ethical beliefs positively moderate the relationship between consumer perceptions of the ethics of the retailer and positive word-of-mouth but not the link between CPER and repatronage behaviour. Findings also prove that CPER indirectly develops behavioural loyalty to the retailer, through the mediating role of repurchase intentions. In so doing, the study contributes to the consumer behaviour and customer loyalty literature. It also contributes to managerial and practise knowledge proving the important role performed by the retailer’s ethicality in developing customer loyalty.

2022 - Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours [Articolo su rivista]
DE CANIO, Francesca; Martinelli, Elisa; Peruzzini, Margherita; Cavallaro, Sara
abstract

Virtual reality (VR) is among the main technologies revolutionizing numerous sectors, including tourism. In the latter context, virtual tours (VTs) are finding increasing application. Providing an immersive and realistic human–machine interaction, VR tours can bring visitors to virtually experience destination areas. The proposed research presents a theoretical and empirical investigation of the role played by some technical VR features (i.e., presence, immersion, ease-of-use) on VR visitors’ enjoyment, satisfaction, and, accordingly, on the physical visit intention of the production site and neighboring areas. After having experienced a 360-degree VR tour of a food production site, created specifically for this study, 140 visitors were surveyed online. Results—emerging from a PLS structural equation model—show that immersion and presence both directly impact the enjoyment and indirectly the user’s VR tour satisfaction and visit intention. Further, if the VR tour is perceived as easy to use, it influences visitors’ satisfaction and physical visit intention. This study contributes to the novel VR literature, applied in the tourism sector, evidencing how immersive and enjoyable scenarios, experienced via widespread devices such as smartphones, may impact tourists’ choices. In food tourism, VR technologies can be fundamental in attracting new visitors to the production sites and neighboring areas.

2022 - Experiencing food by visiting its production site [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Peruzzini, Margherita; Cavallaro, Sara
abstract

2022 - Extrinsic motivations behind mobile shopping: what drives regular and occasional shoppers? [Articolo su rivista]
De Canio, F.; Fuentes-Blasco, M.; Martinelli, E.
abstract

Purpose: This paper aims at shedding light on the competing extrinsic motivations behind the mobile shopping process of regular and occasional shoppers. Price and convenience, shopping security, order delivery and post-sale service are investigated as antecedents of the mobile shopping attitude-intention path. Design/methodology/approach: The empirical analysis is based on a multigroup structural equation model (SEM) developed on 903 online questionnaires collected among Chinese shoppers in a pre-Covid-19 pandemic retailing context. Findings: Findings evidence contrary motivations behind the attitude – intention to shop using a mobile retail app of regular and occasional shoppers. While all the investigated aspects result to be positively relevant for regular m-shoppers, shopping security and post-sale service do not impact the attitude – intention path of occasional mobile shoppers. Results support retailers’ strategies in the context of mobile shopping growth. Originality/value: The paper contributes to the emerging retailing literature on mobile shopping by offering a comparison of the motivations behind the mobile shopping intention of regular and occasional shoppers. Extrinsic motivations before, during and after the transaction are jointly investigated in the study.

2022 - Managing sustainability. Perspectives from retailing and services [Curatela]
Luceri, B.; Martinelli, E.
abstract

Companies and policy makers are prioritizing environmental, social, and governance goals as part of their strategies. Academic research has started to focus on these issues, but many important matters require deeper investigation and reflection, especially in specific sectors. This book focuses on the sustainability issues within the retailing and services sectors. Starting the discussion around research-knowledge on CSR, the authors discuss the strategic aspects of managing sustainability in retailing and service companies and offer recommendations to effectively manage the marketing levers for sustainability. Readers will benefit from an in-depth analysis of the social responsibility practices of major retailers and their strategies. The authors also take an inside view of CSR by studying the angles of employee perception and job satisfaction, financial performance, and the more recent impact of COVID-19. Using this approach, they highlight the system of relationships existing between stakeholder-related concepts and organizational factors and how they affect sustainability strategy.

2022 - Segmenting the post-Covid online shopping switching intention [Abstract in Atti di Convegno]
DE CANIO, Francesca; Fuentes-Blasco, Maria; Martinelli, Elisa
abstract

The spread of the Covid-19 pandemic has accelerated the online shopping, creating an unexpected surge for digitalisation. Due to continuous lockdowns and a greater risk of contagion from Covid-19, shoppers have begun to approach the online channel also for food purchases. Online fresh food shopping frequency raised 71.2% during the pandemic (Lu et al., 2022). Recent studies showed that although the pandemic has offered ample opportunities for retailers grappling with the implementation of the online channel, the lack of professionalism of brick-and-mortar retailers can nullify the opportunities opened by Covid-19 for their online sales (Becker et al., 2021).

2022 - Switching from off-line to on-line in pandemic times: the role of response efficacy and tangible facilities [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Framing of the research. The lockdowns and distancing measures introduced to face the Covid-19 pandemic have brought people to forcedly become accustomed to remote shopping as a coping strategy. Academics and practitioners are questioning if these behaviours can be permanent or only temporary and what are the drivers to use to respond to changing buying patterns. Purpose of the paper. This explorative study applies an extension of the Theory of Planned Behaviour (TPB) to understand consumers’ intention to switch from off-line to on-line channels in the aftermath of the pandemic, investigating the role of response efficacy to Covid-19 and tangible facilities. Methodology. The research is performed through a survey based on a structured questionnaire submitted on-line. 370 questionnaires were collected and processed using a structural equation modelling technique. Results. Consumers’ switching intention to on-line channels are significantly and positively impacted by attitude towards on-line shopping and response efficacy to Covid-19, but not by perceived behavioural control and subjective norms. Tangible facilities exert a direct impact on consumers’ intention to switch from off-line to on-line channels, as well as moderate the attitude-intention relationship diminishing consumers’ proneness to on-line switching. Research limitations. The study is explorative in nature. The survey focuses on consumers’ channel switching intention but does not include actual behaviour. The analysis focuses on Italians shoppers but it could benefit from comparing a more evolved national context in relation to e-commerce. Managerial implications. Our findings can help retailers in better understanding what expecting from shoppers after the pandemic and what are the drivers they should manage if they want to support or prevent channel switching to on-line. Originality of the paper. This paper provides evidence of the role of the pandemic in supporting the switch towards on-line channels by consumers, opening up new perspectives on channel switching influential factors.

2022 - The Evolution of the Sustainability Mindset in Retailing and Service Management [Capitolo/Saggio]
Luceri, B.; Martinelli, E.
abstract

The topic of sustainability is getting increasing importance around the globe since the 1987 Brundtland Report, by the World Commission on Environment and Development, introduced the concept of sustainable development. The need for organizations to answer the call to sustainability has prompted academics to take up the topic to support them, providing interpretations and management models. However, many relevant questions about sustainability remain unanswered, especially with reference to the retail and services companies. Producing a service offer and being the interface between production and consumption, they can influence pro-sustainability behaviors both upstream and downstream, making a major contribution to sustainability dissemination and achievement. This chapter deals with the evolution of the sustainability mindset in retailing and service management through a literature review using SCIMAT. The bibliographic research process led to the identification of 363 papers in the period 2006–2022. While there were few scientific contributions until 2015, it is from that date—the year in which the 2030 Agenda was launched—that the interest of researchers has grown exponentially. The analysis revealed four clusters of themes on sustainability topic: the themes of utmost importance which are well-developed by scholars, the niche or marginal themes, the emerging or declining themes, and, finally, the relevant but still underdeveloped themes. The authors of this book have focused their attention on the latter to provide a structural guide to sustainability in the service industry, with an eye to specific emerging service sectors.

2021 - Business resilience and risk management during the Covid-19 pandemic: The Amadori case-study [Articolo su rivista]
Martinelli, E.; Dallanoce, F.; Carozza, G.
abstract

Purpose of the paper: The work aims at exploring business resilience against a natural biological disaster - such as the ongoing Covid-19 pandemic - through the lens of risk management. Specifically, the work seeks to assess the resilience capacity demonstrated in the procurement activity by a specific company used as a case-study by identifying the indicators that enable the dimensions of organisational resilience to be detected in a longitudinal approach. Methodology: The study implemented a qualitative research approach to develop the case-study. The analysis was carried out by examining internal documents and holding a series of interviews with Amadori's Chief Purchasing Officer (CPO). Results: Resilience dimensions vary longitudinally and require different organisational responses. In brief, to respond to the different sources of risk, redundancy and rapidity were crucial during the lockdown phase, while robustness, rapidity and resourcefulness became key factors in the post-lockdown phase. Research limits: The study's results are based on a specific business case, thus limiting generalisation. Moreover, the results are preliminary as the pandemic is still ongoing. Practical implications: Findings can represent concrete help for other businesses to gain direction and adopt good practices of risk planning and management in view of resilience and business continuity. Originality of the paper: In the management literature, the study of business resilience is limited. This work contributes to extend theoretical and managerial knowledge on resilience dimensions that can be implemented during the different phases of highly unforeseen events with a consistent and prolonged impact on businesses.

2021 - Coltivazione della lavanda nell’appennino emiliano-romagnolo: metodologia e primi risultati di un’indagine esplorativa [Working paper]
Tagliazucchi, G.; Martinelli, E.; Endrighi, E.
abstract

L’elaborato presenta i presupposti empirici e le fasi di avvio di una ricerca sul campo volta a studiare il fenomeno della coltivazione di lavanda da parte di piccoli imprenditori agricoli locati sulle aree montane dell’Appennino emiliano-romagnolo, con un focus specifico sulla provincia di Modena e di Bologna. Il contributo, di stampo esplorativo, tratteggia quindi il quadro di riferimento e propone una prima analisi di contesto, mappando la realtà dei produttori agricoli delle zone montane e collinari indicate, esplorando le metodologie colturali impiegate, le varietà di lavanda coltivate e gli utilizzi, sia della pianta fresca, che in termini di produzione di semilavorati (olio essenziale, essiccati), i canali di vendita e le modalità di approccio al mercato. Obbiettivo finale del progetto è quello di evidenziare criticità e punti di forza della produzione di lavanda in Appennino.

2021 - Consumers’ Channel Switching Behaviour from Off-line to On-line: The Role of the Fear of Covid-19 [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca; Nardin, Giuseppe
abstract

The spread of the Covid-19 pandemic is heavily altering how people shop. For instance, a push in on-line purchases is evident. The currentwork applies the Theory of Planned Behaviour (TPB) to understand consumers’ intention to switch from off-line to on-line channels in the aftermath of the lockdown. Specifically, within this framework,we explore howdifferent sources of consumers’ fears generated by the spread of the Covid-19 pandemic – symptomatic and emotional - impact on consumers’ channel switching behaviour, leading shoppers to switch from buying grocery in physical stores to purchase them on-line. The empirical analysis is settled on 310 questionnaires collected on-line survey and processed using a linear regression analysis. Our findings show that consumers’ switching intentions to on-line channels are significantly and positively impacted by attitude, subjective norms and perceived behavioural control, showing a better predictive power when the dimensions of Covid-19 fear are added. While symptomatic fear acts positively on the intention to switch to on-line, emotional fear exerts a negative role. Managerial insights for retailers are provided.

2021 - Country image dimensions and retail brand equity. A multi-cue analysis [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

Frame of the research: Today, retailers possess stronger brands with a high level of awareness and are increasingly going international. A better understanding of consumer-based brand equity (CBBE) from an international marketing perspective is required. Purpose of the paper: To this aim, this study investigates the factors affecting retail brand equity (RBE) when a multi-cue approach is applied, that is: considering traditional RBE antecedents (e.g. retail brand awareness, retail brand image, retail perceived value) together with country image (CI) cues - in their cognitive and affective dimensions. Methodology: A survey was carried out administering a structured questionnaire to a sample of consumers. A structural equation modeling (SEM) was employed to test the proposed model. Findings: All the postulated relationships were verified, apart from the retail perceived value (RPV). Country image affects retail brand equity, but unexpectedly. While the cognitive image of the retailer’s country of origin exerts a negative effect, the affective country image impacts in a positive way. Research limits: Despite the contribution to the retailing and international marketing literature, the research has some limitations. It is performed on a single retail brand and focused on Italian consumers only. Finally, this first study did not include any mediating or moderating variables. Practical implications: International retailers, with particular attention to discounters, would understand the factors to leverage in order to boost their consumer-based brand equity. Originality of the paper: So far, poor attention has been given to the effect of country image on retail brand equity. However, the retailer’s image develops not only in accordance with the service provided, but also in relation to the stereotypes connected with the retailer’s country of origin. Moreover, the study employs a multi-cue perspective, using traditional RBE antecedents together with CI dimensions.

2021 - EU quality label vs organic food products: A multigroup structural equation modeling to assess consumers’ intention to buy in light of sustainable motives. [Articolo su rivista]
De Canio, F.; Martinelli, E.
abstract

Consumers are increasingly paying attention to their food choices in light of sustainability. Regional and locally produced food, as well as organic products, are experiencing an increasing success amongst consumers as perceived as authentic high-quality food products, able to contribute to sustainable methods of production and consumption. Applying the Theory of Reasoned Action, this work compares consumers’ intention to buy EU quality label and organic food products. A multi-group structural equation modeling was used to estimate differences between perceived product quality, sustainable motives (i.e. willingness to pay a premium price for sustainable products and products with recyclable packaging), and health concern while controlling for product knowledge. A total of 155 organic shoppers and 215 EU quality label shoppers were surveyed for this purpose. Results revealed different motives at the roots of the two products buying choices. On one hand, shoppers are willing to pay a premium price for sustainable EU quality label foods. On the other hand, recyclable packaging is mandatory to shape the intention to buy organic foods. The study proposes theoretical and managerial implications and draws further research studies on consumers’ food choices.

2021 - Engaging shoppers through mobile apps: the role of gamification [Articolo su rivista]
De Canio, F.; Fuentes-Blasco, M.; Martinelli, E.
abstract

Purpose: The purpose of this paper is to examine the influence of several intrinsic motivations driving consumers' intention to buy using a mobile app, namely: shopping gamification, focussed attention, shopping enjoyment and socialness, through the mediating role of shopping engagement. The online shopping experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as moderator of the shopping engagement – intention to buy using a mobile app path. Design/methodology/approach: The empirical analysis was performed in China due to the extensive usage of mobile shopping apps amongst the Chinese population. A structural equation model was estimated on 893 valid and complete structured questionnaires collected amongst a sample of Chinese consumers. Findings: Findings confirm that intrinsic motivations (i.e. shopping gamification, focussed attention, shopping enjoyment and socialness) indirectly influence the intention to buy using a mobile app channelled by shopping engagement. Most remarkably, results show that the online shopping experience positively moderates the shopping engagement – intention to buy using a mobile app path. Originality/value: The novelty of the paper lies in the conceptual and empirical evidence provided on shopping gamification, within the retailing marketing domain. The study investigates other related intrinsic motivations that jointly with shopping gamification directly influence shopping engagement and indirectly impact mobile shopping intention. The paper provides insights into the moderating role of online shopping experience, a key aspect when the challenge concerning gamification is considered.

2021 - Enhancing consumers' pro-environmental purchase intentions: the moderating role of environmental concern [Articolo su rivista]
De Canio, F.; Martinelli, E.; Endrighi, E.
abstract

Purpose: Environmental concern is getting increasing importance in consumer shopping decisions. Nevertheless, to date, sustainable packaged foods are not always the first option when consumers go shopping. This paper analyses how environmental concern moderates the role played by external factors – preference towards sustainable retailers and trust in sustainable producers – in determining consumer purchase intentions for sustainable packaged foods. Consumer involvement in eco-friendly labels, increasingly present in food packages, is investigated as indirectly impacting pro-environmental purchase intentions. Design/methodology/approach: An online survey administered to a sample of Italian food shoppers is used for the empirical analysis. A total of 278 structured questionnaires were modelled using a structural equation modelling approach. Findings: Findings show that producers and retailers' policies in favour of sustainability are key in determining consumers' sustainable purchase intentions. Further, coherent uses of labels and logos in light of sustainability can support consumer purchase decisions. Relevant is the influence played by the environmental concern in both supporting pro-environmental purchase intentions and in amplifying the trust in sustainable producers-purchase intentions path. Originality/value: This study contributes to the literature on sustainability showing how producers and retailers may together influence consumers' pro-environmental purchase intentions. Findings extend the retail literature on the impact of producers and retailers' policies on consumers' sustainable purchases. Further, environmental concern is investigated in its moderating role on the impact of external factors on consumers' pro-environmental purchase intentions.

2021 - Immagine paese e canale digitale nelle strategie export delle imprese alimentari italiane di prodotti tipici: il caso della DOP Parmigiano Reggiano [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca
abstract

Il capitolo indaga quanto e come l’immagine paese Italia e il canale digitale ven-gano utilizzati dalle imprese che producono la DOP Parmigiano Reggiano nelle strategie di export. Ciò tramite un’analisi desk sui siti corporate e sui social network e la somministra-zione di un’intervista strutturata ad un campione di imprese del settore.

2021 - Imprenditoria immigrata: quali risorse e competenze per creare valore? [Curatela]
Tagliazucchi, Giulia; Costantini, Eleonora; Martinelli, Elisa
abstract

La curatela raccoglie relazioni e studi presentati durante il convegno sull'imprenditoria immigrata organizzato all'interno delle attività di Public Engagement dell'Ateneo di Modena e Reggio Emilia. Sebbene già da tempo la letteratura sul tema abbia riconosciuto l'importante ruolo svolto dagli imprenditori immigrati come fonte primaria di creazione di nuove imprese o di rinnovamento di quelle già operanti sul mercato, diversi punti rimangono ancora aperti. Il volume offre una lettura interdisciplinare del fenomeno, con contributi di tipo economico, giuridico, sociologico e manageriale.

2021 - Non-vegan consumers buying vegan food: the moderating role of conformity [Articolo su rivista]
Martinelli, E.; De Canio, F.
abstract

Purpose: Non-vegan consumers are increasingly shifting their food habits and lifestyles towards vegan food. Thus, in addition to traditional, though poorly studied, ethical motives (i.e. animal, environmental, spiritual, health concerns), other factors may influence the purchase of vegan food. Within this context, the paper investigates the moderating role of conformity in enticing consumers to buy vegan food products, together with the main traditional consumers' concerns influencing their attitude towards vegan food. The study also considers the role of the willingness to pay a premium price as a direct driver of the intention to buy vegan. Design/methodology/approach: An online survey was performed in Italy on a number of major Facebook thematic pages. A dataset based on 250 Italian non-vegans was used to implement a structural equation model. Findings: Findings show that spiritual and animal concerns are direct drivers of non-vegan buyers' attitude towards vegan food. Attitude, then, strongly influences the intention to buy vegan foods. Though less impactful, non-vegans' willingness to pay a premium price is a motive positively influencing their intention to buy vegan food. The positive and significant moderating effect exerted by conformity on the attitude-intention path confirms the amplifying role played by trends and lifestyles on consumers' food buying choices. Originality/value: This study contributes to the food and consumer behaviour literature in being the first exploring the moderating role played by conformity in inducing non-vegan consumers to buy vegan food. Environmental, animal, spiritual and health concerns are investigated from the non-vegan perspective.

2021 - Perché consumare cibo vegano? Una scelta etica e spirituale, non salutistica [Articolo su rivista]
Martinelli, E.; De Canio, F.; Nardin, G.
abstract

Today, the consume of vegan food has become a must. Extant literature has since long studied this phenomenon from different perspectives, evidencing the main role of ethical and spiritual motives, while social and health reasons kept scholars’ attention only recently. However, drivers of vegan consumption were often investigating in a disjointed way and mixing vegetarians with vegans. Given this acknowledgment, in order to get a comprehensive and focused understanding of the phenomenon and, in this way, contributing to the studies on consumer behavior, this work explores the impact and intensity of the determinants of the intention to buy vegan food through the mediating role of consumer attitude towards this food option. The study was performed via a survey accomplished through administering a structured questionnaire to a sample of vegan people caught on social networks dedicated to veganism and then applying structural equation modeling (Sem) to the data collected. Findings confirm the crucial role of all the drivers investigated in developing a positive behavioral intention to buy vegan food through the mediating role of attitude towards vegan food products, while attention to health does not proved to exert any significant effect. Scientific and managerial implications are developed.

2021 - Purchasing veg private labels? A comparison between occasional and regular buyers [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

Retailers are increasingly extending their private label assortments with meat-substitute, vegetarian and vegan foods (here called veg foods) to respond to emerging consumer trends. However, no studies on consumer buying behavior with regard to veg private labels exist. Accordingly, this work analyses the impact of ethical motives (i. e., environmental, animal welfare, health, and spiritual concerns) and perceptual factors (i.e., trust, perceived quality, and perceived value) as drivers of consumers’ buying intentions of regular and occasional buyers of veg private labels, identified by their purchase frequency. The multigroup structural model findings show that occasional buyers are motivated by perceived quality, environmental, and animal concerns, while regular buyers opt for veg private labels on the grounds of their trust in the retailer’s own-brand and environmentally-friendly claims. The perceived value is key for both segments.

2021 - Resilient food service entrepreneurs and the Covid-19 pandemic [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Nardin, Giuseppe
abstract

2021 - SHOPPING THROUGH RETAILING APPS: COMPARING MOTIVATIONS OF REGULAR AND OCCASIONAL MOBILE SHOPPERS [Abstract in Atti di Convegno]
De Canio, Francesca; Fuentes-Blasco, Maria; Martinelli, Elisa
abstract

2021 - The retailer as a brand: Awareness, equity and customer loyalty [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca
abstract

2021 - The use of virtual tours to stimulate consumers’ buying and visit intentions: an application to the Parmigiano Reggiano cheese [Articolo su rivista]
De Canio, F.; Martinelli, E.; Peruzzini, M.; Marchi, G.
abstract

The purpose of this paper is to explore how the use of virtual tours may represent a lever to improve customers’ intention to buy food products and/or visit places where products are manufactured. Emerging virtual reality and augmented reality can allow people to interact with products and places where products are produced even from very distant places, with a positive impact on their purchase intentions. Apply- ing the theory of planned behaviour, this study focuses on the Parmigiano Reggiano cheese, one of the most exported Italian foods. A sample of consumers was surveyed online to explore the role of virtually visiting the food production place on consumers’ intention to physically visit the production place and on their intention to buy the food. The empirical results deriving from a structural equation model developed on 399 completed and valid questionnaires indicate that the opportunity to experience products through virtual tours positively influences consumer behaviours. Young males show the highest intention to physically visit the food production place and to buy the cheese. Findings provide new insights for the emerging literature on the use of virtual reality to experience products through virtual interaction and the impact that interactive technologies have on consumer purchase intentions. Local areas can use virtual tours to improve food tourism and stimulate food product sales. To our knowledge, this paper represents one of the first empirical endeavours aimed at exploring the impact of virtual tours on consumers’ buying and visiting intentions when a food product and a dairy are concerned.

2021 - What I like the most? Physical and Virtual tours side by side [Relazione in Atti di Convegno]
DE CANIO, Francesca; Martinelli, Elisa; Peruzzini, Margherita; Cavallaro, Sara
abstract

Food producers are increasingly prone to enhance the customer experience letting people visit their food production sites. They started arranging physical tours but now, pushed by the pandemic, virtual reality is a possible option too, allowing users to experience physical ambience by remote stations. Within this context, the paper compares the physical and virtual experience of visiting a Parmigiano Reggiano (PR) dairy on consumers intentions to buy the cheese. Through two structured questionnaires fulfilled by users after their physic visit of the dairy and / or after a 360° virtual visit of the dairy, we verify the effectiveness of the two experiences, highlighting their similarities and differences. Findings contribute to the emerging literature on the use of virtual reality in creating value for companies by evidencing the strengths and weaknesses of the virtual instrument compared to the real context.

2020 - Buying Veg Private Labels. Antecedents and Mediators [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca; Endrighi, Emiro
abstract

The current work focuses on consumer buying behavior concerning veg food branded with the private label. Studies on the factors driving consumers in buying veg private labels are uncommon and empirical studies on the topic are lacking. Specifically, we propose a model aimed at exploring the attitude-intention-behaviour path when veg private labels (VPL) are concerned and when a double kind of behavior is considered: behavioral loyalty (BLVPL) and willingness to pay (WTP). The study was performed via a survey accomplished administering a structured questionnaire to a sample of consumers via social networks and then applying structural equation modeling (SEM) to the dataset. Findings confirm the investigated path in developing a positive willingness to pay (WTP) and buying behavior (BLVPL) regarding VPL, through the mediating role of attitude towards vegan food consumption (ATTV) and intention to buy the vegan private label (INTB-VPL), activated by an ethical motive: planet concern. Theoretical and managerial implications are derived.

2020 - Does country image impact retail brand equity? A multi-cue analysis. [Relazione in Atti di Convegno]
Martinelli, E.; De Canio, F.
abstract

Objectives. This study investigates the factors affecting retail brand equity (RBE) when a multi-cue approach is applied, that is: considering traditional RBE antecedents (e.g. retail brand awareness, retail brand image, retail perceived value) together with country image (CI) cues - in their cognitive and affective dimensions. Methodology. A survey was carried out administering a structured questionnaire to a sample of consumers. Structural equation modeling (SEM) was employed to test the proposed model. Findings. All the postulated relationships were verified, apart from retail perceived value. Country image affects retail brand equity, but in unexpected ways. While the cognitive image of the country of origin of a retailer exerts a negative effect, affective country image impacts in a positive way. Research limits. Despite the contribution to the retailing and international marketing literature, the research has some limitations. It is performed on a single retail brand and focused on Italian consumers only. Finally, this first study did not include any control or moderating variables. Practical implications. International retailers, with particular attention to discounters, would understand the factors to leverage their consumer-based brand equity. Originality of the study. So far, poor attention has been given to the effect of country image on retail brand equity. However, the image of a retailer develops not only in accordance with the service provided, but also in relation to the stereotypes connected with the retailer’s country of origin. Moreover, the study employs a multi-cue perspective, using traditional RBE antecedents together with CI dimensions.

2020 - Exploring the main drivers influencing brand loyalty to motorway services areas in Italy [Articolo su rivista]
De Canio, Francesca; Sanchez-Franco, Manuel Jesus; Martinelli, Elisa
abstract

Due to the emergence of new shopping trends in alternative retailing formats, the paper aims at exploring the role of assortment levers to increase customer loyalty to the retailer’s brand in an on-the-go retailing format, such as motorway service areas (MSAs). Specifically, the paper investigates how the grocery assortment perception (GAP) of MSAs influences shopping satisfaction and shopping enjoyment, generating customer loyalty to the MSA. A mobility proxy, measured in terms of the number of kilometres driven in a month, was included as an antecedent of consumers’ loyalty to MSAs. Survey data were collected from 526 respondents during their stop in three MSAs. The covariance-based structural equation model was computed to estimate the direct and indirect effects. The findings show that the perception of assortment is a significant driver of loyalty to the MSA retailing format. Most remarkably, the results show a positive relationship between the customer’s mobility and his/her loyalty to the MSA brand. The paper focuses on an emerging, although poorly investigated retail context, MSA, in which companies are enlarging the grocery assortment to offer the opportunity to shop during the consumption. Implications in terms of competition between incumbent grocery retailers and companies operating MSAs are derived. Moreover, a new conceptualisation of consumers’ mobility in influencing the retailer’s brand loyalty is prosed when shoppers are on-the-go.

2020 - Imprenditoria immigrata operante nella distribuzione commerciale modenese. Metodologia e primi risultati di un’indagine [Working paper]
Martinelli, E; Tagliazucchi, G.; Costantini, E.
abstract

La migrazione internazionale, volontaria o forzata, sta diventando il fenomeno economico e sociale più importante dei nostri tempi. L'integrazione degli immigrati nel mercato del lavoro del paese ospitante è cruciale, ed elementi quali l'occupazione, la disoccupazione e i salari dei migranti sono stati ampiamente analizzati in letteratura. Meno attenzione è stata invece dedicata ai fenomeni imprenditoriali a conduzione straniera, una dimensione importante ma poco chiara dell'integrazione nel mercato del lavoro laddove barriere all’ingresso e tetti di cristalli rendono difficoltosi l’ingresso e la permanenza in contesti di lavoro subordinato. L’elaborato presenta i fondamenti teorici, che si radicano nelle teorie della sociologia economica e della letteratura di management, e le fasi di avvio di una ricerca sul campo volta a studiare le risorse e competenze possedute ed attivate dagli imprenditori immigrati. Il contributo, di stampo metodologico, tratteggia quindi le teorie di riferimento, mappa i contributi empirici sul tema, e propone una prima di analisi di contesto e degli elementi che si sono rilevati indispensabili per operare una ricerca sul campo con l’obiettivo di analizzare e comprendere le risorse che gli imprenditori immigrati magrebini, titolari di un’attività commerciale al dettaglio sul territorio modenese, posseggono ed implementano al fine di dare continuità e mantenere adeguate performance economiche sul mercato.

2020 - Satisfying Customers Through Premium Private Labels [Capitolo/Saggio]
Martinelli, Elisa; Vergura, Donata Tania
abstract

Private labels (PLs) are continuously increasing their presence and evolving their role in the grocery retailing business. It is especially the premium tier, the so-called Premium Private Label (PPL), that shows the most interesting market share increase and prospect of growth. In this context, the chapter explores the role of PPLs in generating customer loyalty to the retailer. Specifically, a theoretical model in which the drivers of customer satisfaction to the PPL - namely: perceived PPL quality, assortment, access, and value - are engendering customer loyalty to the PPL and, through its mediating role, generating customer loyalty to the retailer is proposed and tested. The empirical research builds on a survey with a sample of 299 retail consumers. A structural equation model was performed to analyze the data. Results show that PPLs positively impact customer loyalty to the retailer through a causal relationship driven by PPL perceived quality and PPL value.

2020 - The game of shopping: how to engage consumers to buy towards mobile apps [Abstract in Atti di Convegno]
De Canio, Francesca; Fuentes-Blasco, Maria; Martinelli, Elisa
abstract

2020 - The motives behind consumers’ intention to use peer-to-peer accommodation: an fsQCA application [Articolo su rivista]
De Canio, Francesca; Nieto-García, Marta; Martinelli, Elisa; Pellegrini, Davide
abstract

Purpose – Literature on the motives influencing consumers’ intention to use peer-to-peer (P2P) platforms has become vast and fragmented. The purpose of this paper is to shed light on this research stream by applying a novel methodological approach that reveals the existence of alternative combinations of motives that equally boost consumers’ intention to use P2P accommodation. Design/methodology/approach – The methodological approach builds on the complexity theory and includes both linear and nonlinear techniques. The empirical analysis combines multiple regression analysis and fuzzy-set qualitative comparative analysis (fsQCA). The sample comprises 458 users of a leading P2P accommodation platform. Findings – The fsQCA reveals four distinct combinations of motives. Social interaction and social esteem, either combined themselves or in partial combination with economic benefits, emerge as two important drivers of behavioral intention to use P2P accommodation. Sustainability appears in three of the combinations. Originality/value – This paper contributes to the P2P accommodation literature by adopting a novel methodological approach that shows the complexity behind consumers’ intention to use P2P accommodation. Consumer motives cannot be considered as separate entities because their effect on consumer intention depends on the interplay among them. Therefore, the different combinations of motives should be managed simultaneously.

2019 - Bouncing Back from Natural Disasters: A survey on retail entrepreneurs’ resilience [Abstract in Atti di Convegno]
Martinelli, E.; De Canio, F.; Tagliazucchi, G.
abstract

The paper aims at investigating the resilience capacity of retail entrepreneurs to natural disasters, verifying the impact of some main entrepreneur’s resilience antecedents such as sales capacity, marketing orientation and networking capabilities. The empirical research consisted in administering a structured questionnaire to a sample of small retailers hit by the 2012 Emilia earthquake. Data was processed applying Covariance-Based Structural Equation Modeling (CB-SEM). Findings show that all the investigated capabilities exert a significant and positive effect on small retailers’ resilience capacity of bouncing back from a natural disaster. The study contributes to the literature on entrepreneur’s resilience to natural disasters, currently still limited in the business and management field, both theoretically and empirically. This is particularly true as regards retailing, despite the key role played by retail activities during the emergency and recovery period in the aftermath of a natural disaster. Scientific, managerial and public policy implications are derived.

2019 - Bouncing back from a sudden-onset extreme event: exploring retail enterprises’ resilience capacity [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca; Tagliazucchi, Giulia
abstract

A feature of recent decades has been the sudden and unexpected occurrence of catastrophic events seriously affecting people and territories. From an economic viewpoint, this has led scholars to pay increasing attention to factors and determinants taking enterprises face-to-face with extreme and catastrophic events, through the resilience lens. In this context, this study aims to contribute to the literature on resilience to natural disasters which is currently still limited in the business and management fields, both theoretically and empirically. This is particularly true as regards retailing, despite the key role played by retail in the aftermath and recovery periods following on from sudden-onset extreme events such as earthquakes. The 2012 Emilia earthquake is a case in point with which to explore small retail enterprises’ resilience to sudden-onset disasters. Specifically, our empirical research consisted of administering a structured questionnaire to a sample of small retail enterprises which experienced an earthquake. The unit of analysis adopted was the retail enterprise. Data was processed applying Covariance-Based Structural Equation Modeling (CB-SEM). The structural model aims to verify the impact of sales capabilities, market orientation and networking capabilities on the resilience capacity of retail enterprises affected by an extreme event, controlling for certain financial indicators such as suppliers’ payment timeframes and the use of debt capital, as well as respondent age and gender. The findings show that all the antecedents analysed exert a significant and positive effect on small retail enterprises’ resilience capacity and ability to bounce back from natural disasters. Moreover, suppliers’ payment timeframes showed a direct relationship with retail enterprises’ resilience capacity, with lower use of debt capital equalling higher retail business resilience. Age and gender do not exert any significant effect. Scientific, managerial and public policy implications are derived.

2019 - Building long-term supplier-retailer relationships in the jewellery sector: antecedents of customer loyalty [Articolo su rivista]
Martinelli, E.
abstract

Purpose of the paper: The paper aims at exploring the antecedents of customer loyalty in supplier-retailer relationships, with the final goal to identify the contribution of technical and relational factors. Methodology: The research consisted in administering a structured questionnaire to a sample of retail customers of a well-known Italian manufacturing company operating in the jewellery sector. Data was processed applying a hierarchical multiple regression. Results: Findings confirm the importance of building trustworthy relationships with retailers in order to maintain and enhance a good long-term relationship with them. Dependence resulted as a crucial factor in determining retailer customer loyalty. Research limitation: The paper focuses on a sole company and sector (Jewellery). No control variables and moderating factors were considered. Next studies should apply the proposed model to other companies and sectors. Practical implications: Given both the costs and risks associated with mismanaging a potentially valuable and loyal business partnership, deeper insights into the factors affecting a long-term supplier-retailer relationship is quite useful both for managers and business practitioners. Originality of the paper: The building of a long-term oriented supplier-retailer relationship results to be less investigated in comparison with the higher attention given to the supplier-customer relationship by the industrial management literature. Moreover, research on supplier-retailer relationships tends to concentrate on the grocery sector, stressing the role of power rather than the impact of relational constructs on the relationship. This work aims at filling in these gaps in a barely investigated sector as the jewellery one.

2019 - Capacità dinamiche e vantaggio competitivo: un’analisi empirica nel retail [Relazione in Atti di Convegno]
Martinelli, E.; Tagliazucchi, G.; De Canio, F.
abstract

Obiettivi. L’articolo studia il tema delle capacità dinamiche nel retail, verificando l’impatto delle sue componenti sulle performance competitive di un campione di piccoli imprenditori commerciali al dettaglio. Metodologia. La ricerca è stata svolta somministrando un questionario strutturato ad un campione di imprenditori commerciali al dettaglio. I dati raccolti sono stati elaborati applicando una regressione lineare multipla. Risultati. Le evidenze empiriche mostrano come la creazione di conoscenza e di integrazione della stessa impattano in modo significativo e positivo sulle performance competitive, mentre capacità dinamiche legate a processi strutturati di apprendimento e riconfigurazione delle risorse agiscono in senso opposto. Limiti della ricerca. L’articolo esplora come le capacità dinamiche impattano sulle performance di piccoli imprenditori industriali al dettaglio; l’originalità dell’analisi e i pochi studi empirici di riferimento circoscrivono la lettura degli effetti evidenziati, che richiedono ulteriori approfondimenti. Implicazioni pratiche. I piccoli imprenditori commerciali al dettaglio in sede fissa dovrebbero puntare sulla capacità di innovare la propria offerta, rivedendola sia in termini di assortimento offerto che di servizio erogato, migliorando la capacità di alimentare un network con i propri stakeholder, fornitori e clienti in primis. Originalità del lavoro. Ad oggi la letteratura di retail ha scarsamente investigato il tema delle capacità dinamiche, rari sono gli studi empirici sul tema e limitati ad indagini di tipo qualitativo con finalità sostanzialmente esplorative. Il paper intende contribuire a colmare tali gap con una ricerca originale, sulla base di una raccolta dati ad hoc.

2019 - Disastri naturali e Resilienza d’impresa: uno studio applicativo nel retail [Relazione in Atti di Convegno]
Martinelli, E.; Tagliazucchi, G.
abstract

Obiettivi. Il contributo studia il tema della resilienza d’impresa ai disastri naturali, verificando l’impatto di alcune principali determinanti sulla capacità di resilienza di un campione di piccoli imprenditori commerciali al dettaglio colpiti dal sisma 2012 verificatosi in Emilia. Metodologia. La ricerca è stata svolta somministrando un questionario strutturato ad un campione di imprenditori commerciali colpiti dal sisma. I dati raccolti sono stati elaborati applicando una regressione multipla di tipo gerarchico . Risultati. Le evidenze empiriche mostrano che tutte le determinanti indagate hanno un impatto significativo e positivo sulla capacità di resilienza degli imprenditori al dettaglio. Primario appare l’effetto della capacità di orientamento al mercato e della resilienza individuale. Variabili di controllo quali genere, età e titolo di studio non influenzano le evidenze emerse, tranne il possesso della laurea. Limiti della ricerca. L’articolo si pone come un primo lavoro di tipo esplorativo. Studi futuri potrebbero utilmente estendere l’analisi ad altri antecedenti, quali ad esempio una diversa dotazione di risorse e competenze dei retailer esposti ad un evento critico di tipo naturale. Implicazioni pratiche. Una più approfondita conoscenza delle determinanti della resilienza organizzativa permette alle imprese commerciali di meglio valutare su quali fattori investire e di quali conoscenze/capacità dotarsi per fronteggiare eventi imprevisti. Oltre ad implicazioni manageriali, lo studio offre spunti di riflessione di public policy. Originalità del lavoro. Il tema della resilienza d’impresa ai disastri naturali trova limitata applicazione negli studi di management sulla piccola impresa e in particolare in quelli di retail. Poche sono poi le ricerche empiriche e prevalentemente di tipo qualitativo. Il paper intende pertanto contribuire a colmare tali gap, riportando i risultati di un primo lavoro quantitativo.

2019 - Eating in an Italian restaurant. The role of Country Image in driving Spanish customers attitude and intention to patronize an ethnic restaurant [Articolo su rivista]
Martinelli, Elisa; DE CANIO, Francesca
abstract

The paper investigates the effect that the country image of an ethnic restaurant plays on consumers attitudes and intention to patronize it. Using a multi-cue approach, the study verifies the effect that the image of Italy as a country, of its cuisine and of the perceived quality of Italian restaurants exerts on consumers intention to patronize them, mediated by attitude and controlling for some demographic variables. Although the richness of the country of origin literature, studies on services are limited in comparison with the ones focused on tangible products. The survey was administered to a sample of Spanish customers of Italian restaurants located in Spain and applying SEM. Results support all the postulated hypotheses. Scientific and managerial implications are derived.

2019 - Entrepreneurs' resilience dimensions in an extreme context: bouncing forward a natural disaster. [Abstract in Atti di Convegno]
Martinelli, Elisa; Tagliazucchi, Giulia; DE CANIO, Francesca
abstract

Extreme events like natural disasters pose a number of threats to the survival and prosperity of businesses. Physical and psychological harm, direct and indirect material damages might warn the viability of an organization and its members. Within this context, this paper investigates entrepreneurs’ resilience to an extreme event – i.e. an earthquake, exploring the impact of its constituting dimensions on the business capacity to bouncing forward a natural disaster. Specifically, this study aims at contributing to the business and management literature on resilience, by responding to the call for more systematic and quantitative studies on organizational resilience in order to better understand its underlying dimensions. Moreover, as the research on the impact of natural disasters on small retail businesses is particularly limited, our paper would contribute in deepening the scientific understanding on the resilience dimensions displayed by small retailers when affected by a natural disaster. In fact, commercial activities play a crucial role in the aftermath of an extreme event, providing support and first-aid and strongly contributing in re-creating a sense of community and normality. Empirical research on organisational resilience in general and on entrepreneurs’ resilience in particular lacks too, apart from a small number of qualitative studies on the topic. In trying to fill these gaps, a survey on a sample of small retailers hit by the 2012 Emilia earthquake happened in Italy was conducted, administering a structured questionnaire: 206 retailers were interviewed and data processed applying structural equation modelling (SEM). The purpose is then to assess if and how the identified dimensions of Resilience – namely: Robustness, Agility and Integrity – affect the capacity of small retailers to recover from a disruptive event. Results show that entrepreneurs’ resilience dimensions are significantly impacting the retailers’ capacity to bounce forward a natural disaster, but while robustness and agility display a positive effect, integrity results to act negatively. Theoretical and managerial implications are derived.

2019 - Entrepreneurs’ resilience to natural disasters: a survey in the retail sector [Articolo su rivista]
Martinelli, E.; Tagliazucchi, G.
abstract

Purpose of the paper: The paper is aimed at studying entrepreneurs’ resilience to natural disasters by verifying the impact of some of the main determinants of the resilience capacity of small retailers who were affected by the 2012 Emilia earthquake. Methodology: The research consisted in administering a structured questionnaire to a sample of small retailers who were affected by the earthquake. Data was processed applying a hierarchical multiple regression. Findings: Findings show that all the investigated constructs exerted a significant and positive effect on the resilience capacity of small retailers. The greatest impact is exerted by market orientation and individual resilience. Control variables like gender, age and education, apart from the possession of a graduate degree, did not exert any effect. Research limits: The paper consists in a preliminary study that is explorative in nature. Future studies should consider additional organizational resilience antecedents such as different configurations of retailers’ resources and competences. Practical implications: A deeper knowledge on organizational resilience antecedents could enable small retailers to better evaluate their investments and understand with which kind of abilities/competences they should be equipped in order to face natural disasters. Managerial implications are complemented by public policy recommendations. Originality of the paper: In the management literature, the study of entrepreneurs’ resilience to natural disasters in small firms, and retailing in particular, is limited. Empirical research is also lacking, apart from a small number of qualitative studies. Our paper aims at filling these gaps by reporting the preliminary findings of a quantitative survey.

2019 - Influencing shopping engagement across channels: the role of store environment [Capitolo/Saggio]
DE CANIO, Francesca; Martinelli, E.; Pellegrini, D.; Nardin, G.
abstract

The paper aims at investigating the role of store environment in engaging shoppers during their grocery buying process across multiple channels. Specifically, the study investigates the shopper’s buying behavior in three channels, namely: physical, electronic and mobile. The main object of the paper is to spot the light on how the store environment (ENV) generates shopping engagement (ENG) by the means of shopping enjoyment (ENJ) and time convenience (CON). A survey on a sample of 935 grocery shoppers was performed administering a structured questionnaire. Each channel was empirically investigated applying a Structural Equation Model (SEM). Results show that the mobile store-app environment does not suit consumers’ need for shopping convenience, limiting the expansion of the mobile grocery channel in comparison with the electronic and the physical channels. Some preliminary theoretical and managerial implications are derived comparing the results of the three SEMs.

2019 - Italian Restaurants in Danish Consumers’ Perceptions: A Multi-Cue Analysis in a Product Country Image Perspective [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

Studies on the country image topic in the services context are rare in comparison with the number of papers investigating the effect that the information on the country of origin exerts on consumer buying behavior when tangible products are concerned. To this regard, the current paper would contribute to the literature on the country-of-origin effect and consumer behavior, exploring the role played by Product Country Image (PCI) in shaping customers attitude when a service offer is concerned – namely: dining services. Specifically, this study tests a conceptual model developed in a multi-cue perspective, that is: evaluating not only the effect of the information on the origin of the service offer investigated, but also assessing consumers’ perceptions related to other service offer cues, such as service quality and perceived value, in this case. A specific national cuisine in the full-service restaurant setting is explored: the Italian one. From the methodological viewpoint, a survey was conducted among Danish customers of Italian restaurants in Copenhagen. The research method employed consisted in a structured questionnaire. Then, Structural Equation Modelling (SEM) was applied to the data collected. Results evidence that product country image influences the formation of a positive attitude towards ethnic restaurants even when a multi-cue approach is employed. Scientific and managerial implications are discussed.

2019 - Premium Private Labels (PPLs): from food products to concept stores [Capitolo/Saggio]
Martinelli, E.; De Canio, F.; Marchi, G.
abstract

The chapter describes a specific organizational case study of PPL extension from food products to concept stores, analyzing, with a qualitative approach, the PPL strategies of the Italian-based retailer: Conad Scrl, with particular reference to the launch and development of its PPL flagship stores, which are branded Sapori & Dintorni. The case study analysis was performed by examining company reports and documents and conducting semi-structured interviews (in April 2017) with Conad’s Brand Manager and other important key informants involved in the PPL concept store planning, design, launch and management – namely the Conad’s Store Marketing Manager and the Store Proximity Development and Innovation Manager - in order to understand goals and objectives, with particular reference to the role of PPL food products.The chapter proceeds as follows. First, Conad’s company profile is briefly presented, followed by a discussion of the company’s PPL strategies and the specific case of a Sapori & Dintorni ice-cream concept store called ‘Cremerie Sapori & Dintorni’ . The chapter then moves to examine the organizational implications deriving from the case-study, as well as the possible implications for consumers.

2019 - Premium Private Labels Products: Drivers of Consumers’ Intention to Buy [Articolo su rivista]
Martinelli, Elisa; De Canio, Francesca
abstract

In the last years, there has been a proliferation of Private Labels (PLs) and a strategic change in the way retailers conceive and manage this kind of tool. From an instrument devoted to underline the price convenience orientation of retailers, today PLs are articulated in different tiers (economy, standard and premium) and have become a tool to give a good quality option to customers, improving their loyalty and differentiating from competitors. In this context, the paper focuses on a specific PLs tier, Premium Private Labels (PPLs), given the high growth rates, current and perspective, they present. Specifically, the study aims at investigating the drivers of PPLs consumer buying intention. Results derived by the Structural Equation Model employed on a dataset of 211 questionnaires collected by administering a survey on a sample of actual buyers of PPL products show that perceived product quality, label consciousness and the PPL familiarity exert a positive impact on attitude towards PPL products. Conversely, retail customers do not choose a PPL product to conform to others. Moreover, although the increasing extension of the PPL assortment with Geographical Indications, no significant effect was found between the PPLs products branded with a PDO/PGI (Protected Designation of Origin/Protected Geographical Indication) label and attitude towards PPLs. Finally, findings show that the higher the level of consumer familiarity to the PPL, the higher the intention to buy PPL products. These results offer relevant implications from a marketing and strategical viewpoint, providing valuable insights for practitioners and scholars.

2019 - Shopping online using the mobile channel: drivers of buying behaviour for Chinese consumers [Relazione in Atti di Convegno]
De Canio, F.; Martinelli, E.; Nardin, G.
abstract

The emergence of online channels is opening up to new research topics in the retailing literature. Particularly in China, the multifunctional mobile retailing apps, allowing to buy online and socialize the shopping activity with relatives, friends and followers, are supporting the spread of online shopping. A structural equation model combining both traditional antecedents of online shopping - such as ease of use, time convenience, perceived risk - with emerging drivers like perceived price differentiation and shopping socialization is tested to measure the intention to buy using a smartphone by Chinese people. Empirical findings offer new insights for both scholars and practitioners.

2018 - Does PDO/PGI Labels Contribute to Consumers’ Intention to Buy Premium Private Labels Products? An Empirical Survey [Capitolo/Saggio]
Martinelli, Elisa; DE CANIO, Francesca
abstract

The paper focuses on a specific Premium Private Label (PPL), featured by a double branding: the retailer premium brand and the Protected Designation of Origin (PDO)/Protected Geographic Indication (PGI) label. Specifically, the study investigates if the use of an EU quality label might contribute in enhancing the intention to buy the PPL (PPLINTB), through the mediating role of PPL perceived quality (PPLQ) and attitude towards PPL products (PPLATT). The paper contributes to the literature on store brands and quality labels giving empirical evidence to the positive impact of EU quality labels on the PPL. The role of PDO/PGI labels is evaluated through three constructs: the brand guarantee they offer (PDO/PGILG), their role as products supporting the local economy (ES), their perception as authentic local products (AUT). A survey was performed on a sample of retail customers. Our hypotheses were confirmed applying SEM, apart from the impact of AUT. PPLQ resulted as the main antecedent of PPLATT, followed by the PDO/PGI label guarantee (PDO/PGILG). PPLQ, ES and PPLATT mediate the indirect effects of the PDO/PGI labels on the PPLINT.

2018 - Il ruolo della Country Image nella frequentazione di ristoranti italiani all’estero [Relazione in Atti di Convegno]
Martinelli, E.; DE CANIO, Francesca
abstract

La letteratura di marketing internazionale ha da tempo verificato il ruolo svolto dalla country image nelle scelte di acquisto di prodotti/brand da parte della domanda. Trascurato appare invece lo studio del tema nel contesto dei servizi. In questa prospettiva, l’articolo si propone di contribuire a colmare questo gap conoscitivo, indagando l’effetto che l’immagine paese svolge nella scelta di frequentare un ristorante etnico. Nello specifico, la ristorazione etnica indagata è quella dei ristoranti italiani presenti in Spagna. Impiegando un approccio multi-cue, lo studio intende verificare l’effetto svolto dall’immagine del paese Italia, dalla cucina italiana e dalla qualità percepita della ristorazione italiana sull’intenzione di frequentare ristoranti italiani all’estero, tramite la mediazione dell’atteggiamento verso i ristoranti italiani. Dal punto di vista metodologico, la ricerca è stata svolta somministrando un questionario strutturato ad un campione di clienti di vari ristoranti italiani locati in una città spagnola ed applicando poi un modello di equazioni strutturali sui dati così raccolti. I risultati consentono di dare supporto a tutte le ipotesi postulate nel modello teorico individuato e di derivare le relative implicazioni scientifiche, manageriali e di policy.

2018 - Is the collaborative consumption the new buying? Social and economic aspects influencing collaborative consumption [Articolo su rivista]
De Canio, F.; Pellegrini, D.; Martinelli, E.
abstract

Collaborative consumption is becoming a phenomenon of great interest for both scholars, marketers and public institutions. The spread of peer-to-peer sharing platforms allows consumers to acquire products and services in alternative ways. This aspect is redesigning a number of sectors, such as the transport and accommodation marketplaces with the spread of new business models that provide consumers with both economic (financial) and social (socialization, sustainable consumption) benefits. Albeit in presence of an extensive emerging literature on the collaborative consumption phenomenon, the effect of social and economic benefits on the usage of collaborative products and services is lacking. Thus, using a Structural Equation Model, tested on 385 Italian collaborative users, this study aims at identifying antecedents of sharing intention (sustainable consumption and consumers’ innovativeness) and of the intention to use Blablacar (social and economic benefits). Furthermore, the direct relationship between the two intentions is examined. Implications are discussed.

2018 - Marca del Distributore. Premium Private Label, tipicità e fedeltà. [Monografia/Trattato scientifico]
Martinelli, E:
abstract

L’opera studia il tema della marca del distributore con particolare riferimento allo sviluppo e all'affermazione delle premium private labels (PPL), per comprendere il legame di fedeltà che il consumatore instaura con questi brand e la loro capacità di fidelizzare al retailer. Il contesto di studio è quello della distribuzione commerciale al dettaglio di largo e generale consumo, cosiddetta di tipo grocery. Nello specifico, si vuole comprendere l’influenza di alcune determinanti dell’intenzione di acquistare questa tipologia di prodotti in ottica di fidelizzazione all'insegna e, in particolare, il ruolo svolto dal marchio collettivo DOP e IGP. La PPL genera fedeltà all'insegna? Qual è il ruolo svolto dai prodotti tipici (DOP/IGP) nell’offerta di PPL? Il lavoro risponde a queste domande, verificando l’impatto di alcune determinanti dell’acquisto di PPL: qualità percepita della PPL, garanzia data dai marchi collettivi DOP/IGP, attenzione alle etichette, grado di conformismo dell’acquirente, essendo la tradizione e ricerca di tipicità di tendenza nel settore alimentare.Gli obiettivi enunciati sono perseguiti proponendo un modello teorico sottoposto a verifica tramite modelli di equazioni strutturali (SEM) sulla base di dati raccolti tramite lo svolgimento di una survey impostata sulla somministrazione di un questionario strutturato ad un campione di acquirenti di PPL. le implicazioni teoriche e manageriale sono sviluppate nella parte conclusiva della monografia.

2018 - Resilienza e Impresa. L'impatto dei disastri naturali sulle piccole imprese commerciali al dettaglio [Monografia/Trattato scientifico]
Martinelli, E.; Tagliazucchi, G.
abstract

L’opera tratta della resilienza d’impresa ai disastri naturali, con riferimento ai piccoli imprenditori commerciali al dettaglio colpiti dal sisma del 2012 in Emilia. Le domande di ricerca a cui si intende rispondere sono le seguenti: cosa rende alcune imprese e relativi imprenditori maggiormente capaci di rispondere a eventi critici inattesi? Su quali dimensioni si fonda la resilienza organizzativa e come impattano sulle performance dell’impresa retail? Durante quali fasi di un disastro naturale (prima, durante e dopo) le dimensioni della resilienza emergono? Il lavoro intende contribuire in modo originale alla letteratura sull’entrepreneur’s resilience, supportando la prospettiva che vede la resilienza non semplicemente come ripristino o “bouncing back”, ma come modalità strategica di affrontare situazioni di crisi, ovvero “bouncing forward”, trasformandole in capacità di crescita d’impresa e nuove opportunità. La letteratura sul tema ha trascurato la capacità di resilienza delle piccole e medie imprese (PMI): seppur limitate in dimensione e risorse, le PMI si caratterizzano per particolari doti di flessibilità e adattabilità, caratteristiche fondamentali della resilienza, e quindi particolarmente interessanti come ambito di studio. L’opera mira a contraddistinguersi anche per l’originalità del contesto settoriale analizzato, ovvero il commercio al dettaglio, su cui mancano contributi specifici nonostante l’importanza di questo settore per i territori e le comunità locali colpiti dalla calamità. La letteratura sul tema della resilienza si presenta poi sostanzialmente concettuale, con scarse analisi empiriche, lacuna che questo studio intende contribuire a colmare, riportando i risultati di una ricerca empirica che tratta il tema della resilienza dei piccoli imprenditori al dettaglio sia da un punto di vista qualitativo (tramite focus group e interviste semi-strutturate) che quantitativo (tramite la somministrazione di un questionario strutturato a un campione di imprenditori colpiti dal sisma del 2012 in Emilia).I risultati delle analisi svolte ci dicono che ad ogni fase del disastro naturale i retailer sono chiamati ad attivare differenti dimensioni della resilienza, con diversa intensità. Ne derivano interessanti implicazioni manageriali e di policy. Le imprese commerciali potranno meglio comprendere su quali fattori investire e di quali conoscenze/capacità dotarsi per superare la crisi. Le istituzioni potranno invece ottenere utili riferimenti per supportare il recupero commerciale e quello delle comunità locali.

2018 - Retail Brand Equity: un'analisi customer-based [Articolo su rivista]
Martinelli, E.; De Canio, F.
abstract

Brand equity is considered as a crucial factor in the academic literature as well as in the professional practice. This paper aims at contributing to research on brand equity in retailing (RBE), examining the nature of the construct and of some of its antecedents, together with its mediating role in developing customer loyalty to the retailer. In this sense, the paper develops the scientific knowledge on RBE, investigating it at the retailer as a brand level rather than at the store level as previous literature did so far. To this aim, an integrative model is proposed. A survey is carried out on a sample of retail customers. Structural equation modeling (SEM) is employed to test the postulated model. Results confirm that retail brand awareness and retail perceived value are important retail brand equity dimensions, while trust and consumer self-esteem do not play any direct role, but trust directly impact customer loyalty to the retailer. Additionally, this study confirms the role of retail brand equity as a mediator on customer loyalty to the retailer. Theoretical and managerial implications are derived.

2018 - The resilient retail entrepreneur: Dynamic capabilities for facing natural disasters [Articolo su rivista]
Martinelli, E.; Tagliazucchi, G.; Marchi, G.
abstract

The purpose of this paper is to investigate the formative dimensions of organizational resilience – namely dynamic capabilities (DCs) and social capital – displayed by retail entrepreneurs in the face of natural disasters (i.e. the 2012 Emilia earthquake). The paper evaluates social capital and the various types of DCs that support small entrepreneurs’ resilience during three temporal units of analysis: before the earthquake, during the emergency period, and during the recovery process. The study was performed by applying a qualitative approach based on two focus groups and a double set of semi-structured interviews administered to a sample of eight small retail entrepreneurs hit by the 2012 Emilia earthquake. Content analysis was then applied. The findings show that DCs and social capital are instrumental to enhancing organizational resilience; moreover the contribution of each category of DCs (reconfiguration, leveraging, sensing and interpreting, learning and knowledge integration) and social capital to entrepreneurs’ resilience changes according to the temporal phase of the natural disaster under analysis. This study will provide small retailer entrepreneurs and public authorities with useful insights on how DCs and social capital can practically support recovery paths at different times in the occurrence of a natural disaster. This study contributes to the scientific debate on organizational resilience in disaster management, studying it through the lens of DCs and social capital, and analyzing the role of different types of DCs in developing entrepreneurs’ resilience during the various periods of a natural disaster. Moreover, it contributes by applying the concepts of resilience and DCs to a poorly investigated entrepreneurial context such as the retail one.

2017 - Collaborative Consumption: what drives consumers’ Intention to Share? [Relazione in Atti di Convegno]
De Canio, F.; Martinelli, E.; Pellegrini, D.
abstract

Objectives. The paper sheds light on the new phenomenon of collaborative consumption, highlighting aspects that influence consumers’ intention to share goods they own in surplus with other consumers. Methodology. A survey was conducted on a Qualtrics panel in October 2016. A total of 357 completed and valid questionnaires were finally gathered. A Partial Least Squares Consistent Structural Equation Model (PLSc-SEM) was used to estimate parameters and structural paths. Findings. Results show that environmental sustainability (SUS) and innovativeness (INN) have a positive effect on consumers’ sharing intention (SI). Moreover, results evidence a moderating effect of gender. Research limits. Further research exploring the growing phenomenon of collaborative consumption is required. Moreover, although the sample is homogeneous in terms of gender and age of respondents and composed by actual users of the investigated service (Blablacar), it is not possible to generalize results. Practical implications. Results provide important insights for the travel and tourism sector (pretty much influenced by the collaborative consumption phenomenon), as well as for providers of collaborative consumption services that, above all in recent years due to advances in technologies, are connecting consumers that share their surplus with those that intend to buy it. Originality of the study. The field of the study is new and although recently many researchers are investigating the phenomenon of sharing between consumers, more studies are needed to understand aspects that are supporting the spread of Consumer to Consumer (C2C) services.

2017 - Etica, attenzione alla salute, socializzazione e/o spiritualità? Le determinanti dell’atteggiamento verso il consumo di prodotti vegani. [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca
abstract

Il veganismo si pone oggi come un fenomeno di crescente importanza sia a livello sociale che economico. Particolarmente interessante per gli studi di consumer behavior e per le implicazioni manageriali che ne possono derivare è l’analisi delle ragioni che portano a sviluppare un atteggiamento positivo verso il consumo di prodotti vegani. La letteratura sul tema ha in particolare identificato ragioni di tipo etico, salutistico, sociale e spirituale, indagandole spesso in modo autonomo e disgiunto. In questo contesto, l’articolo esplora l’impatto delle principali determinanti dell’atteggiamento dei consumatori verso il consumo di prodotti vegani di tipo food tramite un modello che include tutti gli antecedenti sopra citati. Somministrando un questionario strutturato ad un campione di consumatori di prodotti vegani intercettati su pagine social dedicate al veganismo ed applicando poi un modello ad equazioni strutturali sui dati così raccolti, lo studio mostra come siano soprattutto determinanti di tipo etico, spirituale e sociale a consentire lo sviluppo di un atteggiamento positivo verso i prodotti vegani, mentre non significativa appare l’attenzione alla salute. Alcune riflessioni sulle possibili implicazioni scientifiche e manageriali delle evidenze ottenute vengono sviluppate.

2017 - Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca; Marchi, Gianluca; Nardin, Giuseppe
abstract

The paper analyses the role that Premium Private Labels (PPLs) exerts on customer loyalty to the retailer, intended as behavioral and attitudinal. Specifically, the study investigates the mediating role of customer loyalty to the PPL (PPLL), highlighting its main antecedents. The paper contributes to the literature on store brands and customer loyalty in a twofold way. Firstly, it responds to the call for more research on customer loyalty to the retailer as a brand, a topic requiring more empirical evidence compared to store loyalty. Secondly, as many PPLs consist in local products labelled with a PDO/PGI brand too as vehicle to increase the per-ceived value of this store brand tier, the study would investigate the impact of this brand guarantee on PPLs proneness. A survey was performed on a sample of retail customers. All the postulated hypotheses were confirmed applying SEM. Willingness to pay an extra price for a PPL product (PPL WP) resulted as the main antecedent of PPLL, followed by PPL perceived quality (PPLQ) and then by the guarantee that the PDO/PGI label offers to PPL buyers (TPG). Residual the effect of PPL Uniqueness (PPLU). Significant and positive resulted the effect of PPLL on both attitudinal and behavioral loyalty to the retailer. Indirect effects were confirmed too.

2017 - Retail Brand Extension: From Theory to Practice. A Multi- Country Study of European Grocery Retailers [Capitolo/Saggio]
Martinelli, Elisa; De Canio, Francesca
abstract

This chapter reviews the literature on brand extension, with particular reference to retail brand extension strategies performed by grocery retailers. Aims, advantages and disadvantages, as well as types of this strategy are described. Then, the results of a survey aimed at comparing the customers’ perceptions and buying behaviour when retailers extend their brands, in particular when this strategy is pursued in non-traditional businesses, are presented. The survey consisted in administering a structured questionnaire aimed at investigating the main antecedents of brand extension success to samples of retail customers interviewed in two different retail national contexts, namely, Italy and France. The extension product investigated is car fuel offered through a fuel station branded with the retailer’s brand name. Applying Structural Equation Modelling (SEM), the mediating role of attitude towards the extension (ATEX) in generating brand extension success (INTEX) and the key role of fit and of the perceived capability of the retailer to offer the extension product (R&C) as antecedents were verified in both national contexts. On the contrary, the impact of customers’ preference towards national brands (NBP) reported mixed results.

2016 - An enjoyable shopping experience enhances store loyalty [Relazione in Atti di Convegno]
DE CANIO, Francesca; Pellegrini, Davide; Martinelli, Elisa
abstract

Il crescente numero di persone che viaggiano per affari e vacanza ha portato ad identificare un emergente ed interessante target di consumatori, definiti “On the Move”, i quali sono disposti ad effettuare gli acquisti nel contesto del viaggio. Questa nuova tendenza d’acquisto ha spinto i gestori delle aree di servizio autostradali ad estendere la loro offerta dal settore Food and Beverage (F&B) verso il retail grocery. Il principale contributo di questo lavoro è la concettualizzazione e validazione di un modello strutturale nel quale si definisce la Store Loyalty per mezzo dei suoi principali antecedenti quali Trust e Satisfaction, nonché mediante altri costrutti ad oggi meno indagati come Enjoyment e Convenience, quest’ultima nella doppia accezione di Ricerca e Transazione. Sono stati raccolti 606 questionari da un campione di consumatori “On the Move”. Il Modello di Equazioni Strutturali proposto, mostra buoni livelli di fit ed è in grado di spiegare circa il 66% della store loyalty. I risultati mostrano che un’esperienza di acquisto piacevole agisce positivamente sulla fedeltà all’Insegna. Inoltre, è emerso che la convenienza nella ricerca ha effetti positivi sulla fedeltà, mentre la convenienza nella transazione impatta negativamente sulla fedeltà. Infine, i risultati mostrano che l’effetto della soddisfazione sulla fedeltà è mediato della fiducia. I distributori nella ricerca di fidelizzare il cliente dovrebbero attuare strategie che rendano l’esperienza d’acquisto piacevole, facile e veloce. Inoltre, i clienti soddisfatti mostrano maggiore fiducia verso l’offerta generale del retailer impattando positivamente sulla loro fedeltà all’insegna.

2016 - Analisi degli effetti socio-economici del sisma [Capitolo/Saggio]
Bertolini, P.; Giovannetti, E.; Martinelli, E.; Palmirani, M.; Pattaro, F.; Russo, M.; Sartori, L.
abstract

Unim ore e il terremoto del 2012 in Emilia Romagna. Interventi e ricerche per fronteggiare l’emergenza e sostenere la ripresa

2016 - Parafarmaci a marca commerciale? Sì, sono value conscious [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca
abstract

Il contributo si posiziona nell’ambito dell’estensione della marca commerciale (MC) a categorie di prodotto extra-core da parte delle insegne grocery. Nello specifico, lo studio propone un modello in cui la value consciousness (VC) modera l’impatto che l’atteggiamento del cliente verso l’estensione (ATEX) ha sull’intenzione di acquistare il prodotto esteso (INTBEX). Viene inoltre indagata l’azione che diversi antecedenti quali FIT, preferenza verso il prodotto di marca industriale (NBP), risorse e competenze del retailer (R&C) e fiducia nell’insegna (TR) hanno sull’INTBEX attraverso l’effetto mediatore di ATEX. Il modello proposto, individuato mediante un sistema di equazioni strutturali (SEM), è stato testato sul parafarmaco a marca commerciale di un’insegna leader nazionale, intervistandone un campione di clienti. I risultati mostrano la bontà e l’adeguatezza del modello impiegato confermando tutte le ipotesi postulate e la loro direzione. Lo studio contribuisce alla letteratura sulla brand extension applicandola a un settore finora trascurato, il retail grocery, e a quella sulla marca commerciale. Inoltre si approfondisce l’impatto moderatore della value consciousness nel contesto di estensione della MC, oltre a quello diretto su ATEX di variabili poco indagate quali R&C e TR.

2016 - Retail brand extension: antecedents of attitude and intention to buy [Relazione in Atti di Convegno]
Martinelli, Elisa; DE CANIO, Francesca; Marchi, Gianluca
abstract

This study focuses on retail brand extension from the consumer perspective when non-traditional product/service categories are offered with the private label brand. The extension product category investigated is car fuel, offered through a retail branded fuel station. Most previous research into brand extension focused on manufacturer brands, while retail brand extension has been rarely examined in the literature and very little is known about customer perceptions and buying behavior when grocery retailers extend their brands in non-traditional businesses. 500 questionnaires were collected from a convenience sample of retail customers. Through Structural Equation Modeling, we propose a model in which the main antecedents identified by the relevant literature on brand extension – namely: conceptual fit (FIT), private label quality (PLQ), resources and capabilities (RC), trust towards the retailer (T) –impact on attitude towards the extension (ATE) and this in turn influences the intention to purchase the extended brand (INTB). We also included price consciousness (PC) and behavioral loyalty (BL) as antecedents of intention to purchase the extended category. The proposed model achieves good predictive validity and the proposed hypotheses are fully supported, apart from the negative impact exerted by Trust on Attitude. Scientific and managerial implications are discussed.

2016 - Retail brand extension: the moderating role of product knowledge [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca; Marchi, Gianluca
abstract

The paper examines consumers’ perceptions of grocery retail brand extension to a non-traditional offer, namely petrol stations. Retail brand extension literature is limited, particularly as regards new products and services domains in which grocery retailers are increasingly directly operating through their brands. Additionally, the role of product knowledge as a moderator of the attitude-purchase intention relationship requires further insights. To these aims, we propose a model in which product knowledge (PK) is tested as a moderator of the relationship between attitude towards the extension (ATEX) and intention to buy the extended product (INTB). At the same time, we tested the role of ATEX as mediator of the impact of a series of antecedents - conceptual fit (FIT), national brand preference (NBP), risk (R) and resources and competences (R&C). A survey on a sample of grocery retail customers was performed administering a structured questionnaire. Then, data were processed applying Structural Equation Modelling (SEM). The conceptual model achieves good predictive validity and all the proposed hypotheses are supported. Some preliminary theoretical and managerial implications are derived.

2016 - The impact of premium private labels on store loyalty [Articolo su rivista]
Martinelli, Elisa; Zerbini, Cristina; Luceri, Beatrice; Latusi, Sabrina
abstract

The paper investigates the contribution of a specific type of PLs, namely Premium Private Labels (PPLs), to store loyalty, intended in a conative perspective. This is done by also considering the main antecedent of store loyalty, that is customer satisfaction, and commitment with the store. The research consisted in a survey conducted by administering a structured questionnaire to a sample of Italian retail customers in-store. Data was then processed applying a hierarchical multiple regression. Results indicate the superiority of the suggested complete model, and the significant and positive impact that the investigated constructs show on store loyalty. Theoretical and managerial implications are derived.

2015 - Are retail buyers impacted by product country of origin and familiarity? A multidimensional approach [Abstract in Atti di Convegno]
Martinelli, Elisa; Vignola, Marina; Marchi, Gianluca
abstract

The paper analyses the effect of Country Related Product Image (CRPI) and product familiarity (PF) on retail buyers, a type of professional actor on which the COO literature is lacking and that requires further understanding. Moreover, the study contributes to the COO literature by testing the impact of CRPI, investigated in a multidimensional approach, jointly with PF. Shoes and ceramic tiles are considered in order to verify if these effects on retail buyers purchase intentions change in relation to specific product categories. The research hypotheses are tested by conducting a survey on a sample of 257 Chinese retail buyers. Results show that the CRPI is a multidimensional construct that influences the intention of Chinese retail buyers to buy Italian products. However, when we consider PF the impact of CRPI dimensions decreases. Theoretical and managerial implications are derived.

2015 - Country of Origin and Country Product Familiarity as determinants of retail buyers intention to buy [Abstract in Atti di Convegno]
Marchi, Gianluca; Martinelli, Elisa; Vignola, Marina
abstract

The paper analyses the effect of Country Related Product Image (CRPI), as Country of Origin construct, and Country Product Familiarity (CPF) on retailers’ Intention to Buy (INTB). Despite the relevance and richness of the country-of-origin (COO) research, this body of literature is mainly based on investigating purchasing behaviours of consumers rather than professional buyers. Therefore, the effect that this construct exerts on retail buyers requires further understanding. Moreover, the study contributes to the literature by testing the impact of CRPI, and its multidimensional nature, jointly with CPF. A cross product analysis is considered to verify whether these effects on retailers’ INTB change in relation to specific product categories. The research hypotheses are tested by conducting a survey on a sample of 257 Chinese retail buyers and considering two different Italian product categories: shoes, that is a traditional fashion sensitive product, and ceramic tiles, that is a less fashion-based product whose technical attributes are more prominent for buyers’ evaluations. Results show that 1) the CRPI is a multidimensional construct that influences the intention of Chinese retail buyers to buy Italian products; 2) when CPF is considered, the impact of CRPI dimensions on intention to buy decreases; 3) the joint effect of CRPI dimensions and CPF on retailers’ INTB varies according to the product considered. Theoretical and managerial implications are derived.

2015 - Disastri Naturali e Dynamic Capabilities nel Commercio [Working paper]
Martinelli, E.; Tagliazucchi, G.; Marchi, G.
abstract

Il presente contributo descrive i primi risultati emersi da un’indagine esplorativa volta ad esaminare l’impatto che il terremoto del 2012 ha prodotto sulle attività commerciali al dettaglio della bassa emiliana. L’obiettivo specifico è quello di analizzare la capacità di risposta di tali tipologie di imprese all’evento critico adottando la prospettiva teorica delle capacità dinamiche. Si tratta di temi che la letteratura corrente non ha affrontato in modo sistematico ed adeguato in condizioni di criticità, soprattutto con riferimento al contesto della distribuzione al dettaglio. La metodologia scelta si è basata sull’utilizzo di strumenti di analisi qualitativa quali focus group e interviste semi-strutturate a un campione di dettaglianti colpiti dal sisma, caratterizzati da diverse specializzazioni merceologiche e parametri dimensionali. I primi risultati hanno evidenziato le risorse e le competenze ritenute necessarie per essere competitivi prima del sisma (qualità del servizio e assistenza alla clientela nel momento della vendita), nella gestione dell’evento critico (tempestività di reazione, creatività e flessibilità nella gestione dell’emergenza, sia nei rapporti con la clientela che con i fornitori; la necessità di rivedere l’offerta e di modificare l’assortimento) e in prospettiva futura (capacità di lettura del mercato, innovazione, acquisizione di nuove competenze tramite percorsi di formazione). Ne emergono alcune implicazioni manageriali e di policy.

2015 - Does country image affect consumers’ willingness to patronize ethnic restaurants? [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca
abstract

The main aim of this paper is to investigate the influence of Country Image (CI) on consumers’ willingness to patronize (INTP) an ethnic restaurant. The research is conducted in a multi-cue approach, taking also into consideration the impact of the dining core service offer (COFF) on INTP. Specifically, a model in which CI, consumer ethnocentrism (ETN), country familiarity (CF) and COFF affect INTP is proposed and tested. As extant literature is mainly addressed at studying consumers’ evaluations and purchase intentions of tangible products sourced from foreign countries, while the Country of Origin (COO) effect on consumers’ perceptions and behaviors of services has rarely been examined, this study topic should be expressly interesting for advancing the theoretical and managerial understanding on the COO effect. This is particularly true in the case of dining services, taking into account the widespread market offer of ethnic restaurants and cafés that consumers are increasingly facing today. To test the proposed model a survey was performed. Data was gathered administering a structured questionnaire to a convenience sample composed by three hundreds individuals. Structural equation modeling (SEM) serves to test the hypotheses. The model shows a good fit and the proposed hypotheses are all fully supported. Theoretical and managerial implications are discussed.

2015 - Extending the Retail Brand to Non-traditional Products [Relazione in Atti di Convegno]
Martinelli, Elisa; De Canio, Francesca; Marchi, Gianluca; Vignola, Marina
abstract

This study focuses on retail brand extension from the consumer perspective when non-traditional products – in this case over-the-counter pharmaceuticals - are offered with the private label brand. A model in which attitude towards the extension (ATE) mediates the impact of some antecedents - national brand preference (NBP), trust towards the retailer (T), fit (FIT), private label knowledge (PLK) and consumer innovativeness (INN) - impacting the intention to purchase the extended PL brand (INTB) is proposed and tested. Direct effects regarding NBP and FIT are tested too. 500 questionnaires were collected from a sample of retail customers. Structural equation modeling serves to test the hypotheses. The model shows a good fit and the hypotheses are supported – except for INN.

2015 - Extending the retail brand: the influence of customer loyalty towards the private label and towards the retailer [Articolo su rivista]
Martinelli, Elisa; Sparks, Leigh
abstract

The paper investigates the influence that customer loyalty towards the private label and towards the retailer exerts on the purchase of non-traditional products and services (NTPS) offered by grocery retailers through their private label. Two-hundred and forty UK retail customers completed a questionnaire. Data were processed applying a binary logistic regression, using the buying of at least one NTPS as the dependent variable (1= buy; 0= No buy). Results show that cognitive loyalty to the private label and behavioural loyalty to the retailer positively predict the buying of NTPS, cognitive loyalty to the retailer brand plays a negative predictive role and behavioural loyalty to the private label is not significant.

2015 - Italian and U.S. Consumers of Local Foods: An Exploratory Assessment of Invariance [Articolo su rivista]
Campbell, Jeffrey; Martinelli, Elisa; Fairhurst, Ann
abstract

The exploratory study reviews locally produced foods and sustainable retailing via grocery outlets across two distinct consumer groups, Italian and U.S. consumers. Survey methodology and structural equation modeling were used to test for measurement and structural invariance across the groups. Results suggested that groups varied across measures of perceived consumer effectiveness and purchase intentions; and constructs of subjective norms, perceived consumer effectiveness, connectedness, and purchase intentions reflected factor mean differences across groups. Tests of structural paths were found to be partially invariant. Implications to retail grocers who source sustainable products are provided, as well as future research directions for academics.

2015 - Le componenti della fedeltà all'insegna nel retail grocery: un modello multidimensionale [Articolo su rivista]
Martinelli, Elisa; Vergura, Donata Tania
abstract

L’articolo propone un modello multidimensionale di fedeltà all’insegna di retail grocery in cui le sue componenti – cognitiva, affettiva, conativa e comportamentale – sono legate in sequenza causale. Al contempo, l’atteggiamento verso il retailer è fattore che agisce in via diretta, oltre che mediata, sulla fedeltà comportamentale. Il contributo chiarisce pertanto la concettualizzazione del costrutto di customer loyalty analizzando il ruolo delle sue componenti e le relazioni tra le stesse. Il modello è testato applicando la tecnica SEM ai dati raccolti somministrando un questionario strutturato ad un ampio campione di acquirenti in-store. I risultati suffragano la bontà del modello ed offrono spunti di riflessione sul piano delle implicazioni teoriche e manageriali di marketing.

2015 - L’impatto del Country of Origin e della familiarità con il prodotto sui retail buyer cinesi [Articolo su rivista]
Marchi, Gianluca; Martinelli, Elisa; Vignola, Marina
abstract

The paper analyses the effect of Country Related Product Image (Crpi) and country product familiarity (Cpf) on retail buying behaviour. Despite the relevance and richness of the country-of-origin (Coo) research, this body of literature is mainly based on investigating purchasing behaviours of consumers rather than professional buyers. Therefore, the effect that this construct exerts on retail buyers requires further understanding. Moreover, the study contributes to the literature by testing the impact of Crpi jointly with Cpf. Two products are considered to verify if these effects on retail buyer purchases intentions change in relation to specific product categories. The research hypotheses are tested by conducting a survey on a sample of 257 Chinese retail buyers and considering two specific Italian product categories: shoes and ceramic tiles. Results show that the Crpi is a multidimensional construct that influences the intention of Chinese retail buyers to buy Italian products. When we consider Cpf, Crpi maintains a significant role, with some differences between the three dimensions. Product-specific effects are observed. Theoretical and managerial implications are derived.

2015 - L’impatto del sisma 2012 in Emilia sulle imprese commerciali: primi risultati e riflessioni [Relazione in Atti di Convegno]
Martinelli, Elisa; Tagliazucchi, Giulia; Marchi, Gianluca
abstract

L’articolo presenta i primi risultati emersi da un più ampio lavoro di ricerca volto ad esaminare l’impatto che il terremoto del 2012 ha prodotto sulle attività commerciali della bassa emiliana e le reazioni di tali imprese all’evento critico in un’ottica di dynamic capabilities. Nello specifico, nel presente articolo si presenterà una sintesi dei risultati preliminari emersi dall’analisi esplorativa svolta tramite focus group e interviste semi-strutturate a un campione di dettaglianti colpiti dal sisma. Si tratta di temi che la letteratura corrente non ha affrontato in modo sistematico ed adeguato in condizioni di criticità, soprattutto con riferimento al contesto della distribuzione al dettaglio.

2015 - Mobilità tra insegne: i predittori nel settore degli elettrodomestici [Capitolo/Saggio]
Luceri, Beatrice; Latusi, Sabrina; Martinelli, Elisa
abstract

Questo saggio indaga la mobilità del consumatore tra insegne della distribuzione moderna nel settore degli elettrodomestici. L’offerta commerciale ha qui sperimentato una crescente modernizzazione e con l’intensificarsi della competizione inter- e intra-type, la fedeltà del cliente è diventa una sfida centrale. Il numero di punti vendita frequentati è uno dei principali elementi proposti in letteratura fin dagli anni Settanta ai fini della sua misurazione. In tale prospettiva, lo studio mette in relazione il numero di insegne frequentate con un insieme di caratteristiche riferite al consumatore e alla struttura dell’offerta, secondo un framework teorico che enfatizza l’analisi costi-benefici.La raccolta dei dati è stata realizzata attraverso un sondaggio telefonico a un campione casuale di 800 famiglie dell’Emilia-Romagna. L'analisi è stata svolta applicando il modello di regressione standard di Poisson. I risutati del modello evidenziano come siano in particolare tre gli effetti significativi, ovvero: dimensione del nucleo familiare, percezione dell’attività di acquisto, numero di punti vendita moderni.

2015 - Premium Private labels e fedeltà al punto vendita [Relazione in Atti di Convegno]
Martinelli, Elisa; Zerbini, Cristina; Luceri, Beatrice; Latusi, Sabrina
abstract

L’articolo indaga il contributo di una particolare tipologia di marca commerciale, ovvero la Premium Private Label (PPL), alla fedeltà al punto vendita, intesa in termini conativi. Ciò viene confrontato con il principale antecedente della storeloyalty, ovvero la soddisfazione della clientela, e con il coinvolgimento verso lo store. La ricerca è stata svolta somministrando un questionario strutturato a un campione di clienti instore. Ai dati così raccolti è stata applicata una regressione lineare multipla di tipo gerarchico. I risultati emersi rivelanola superiorità del modello completo proposto e il positivo e significativo impatto dei costrutti osservati sulla fedeltà al punto vendita. Ne derivano spunti per la discussione teorica e per il management.

2015 - The role of customer loyalty as a brand extension purchase predictor [Articolo su rivista]
Martinelli, Elisa; Belli, Alex; Marchi, Gianluca
abstract

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e. over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioral and attitudinal components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as the dependent variable (1 = buy; 0 = no buy) and behavioral loyalty and attitudinal loyalty as independent variables. Results show that attitudinal loyalty plays a significant role as buying predictor, but this depends on the NTPS offered. Theoretical and managerial implications are derived.

2014 - COO and retail buyers: the role of Country Related Product image and product familiarity [Relazione in Atti di Convegno]
Vignola, Marina; Marchi, Gianluca; Martinelli, Elisa
abstract

The paper analyses the effect of Country Related Product Image (CRPI) and product familiarity (PF) on retail buying behaviour. Despite the relevance and richness of the country-of-origin (COO) research, this body of literature is mainly based on investigating purchasing behaviours and intentions of consumers rather than professional buyers. Therefore, the effect that this construct exerts on retail buyers requires further understanding. Moreover, the study contributes to the literature by testing the multidimensional nature of CRPI and its impact, jointly with PF, on retail buyers intention to buy two specific Italian product categories: shoes and ceramic tiles. Firstly, the study verifies if the CRPI is a multidimensional construct and, secondly, if the impact of its related dimensions (innovation, prestige, and design) on retail buyers’ intention to buy changes when we consider PF. The research hypotheses are tested by conducting a survey on a sample of two-hundred and fifty seven Chinese retail buyers and applying a hierarchical multiple regression analysis. Results show that the CRPI is a multidimensional construct that influences the intention to buy Italian products by Chinese retail buyers. However, when we consider PF the impact of CRPI dimensions decreases. Theoretical and managerial implications are derived.

2014 - Creatività e nuovi modelli di business: esperienze nel settore della “alta cucina” in Italia [Relazione in Atti di Convegno]
Marchi, Gianluca; Nardin, Giuseppe; Martinelli, Elisa
abstract

Scopo del paper è investigare il tema della creatività nelle industrie culturali. Il settore della ristorazione di alta cucina presenta molte caratteristiche tipiche delle industrie culturali, in quanto le dimensioni simboliche e culturali sono alla base della creazione del valore. Si tratta inoltre di un settore tipico del “made in Italy” nel quale le tradizioni alimentari che caratterizzano lo stile di vita tipicamente italiano e di specifiche aree locali sono continuamente rielaborate e riformulate attraverso una capacità creativa che si incarna nella figura dello chef come individuo creativo generatore di valore. In questo contesto, l’articolo si propone di: i) analizzare quali siano i modelli di differenziazione-integrazione organizzativa tra area creativa (cucina) e area di business e di interazione col cliente (sala) adottati da chef operanti nel settore dell’alta cucina, al fine di migliorare la creazione del valore attraverso creatività; ii) studiare quali fattori stiano alla base della ricerca di innovazioni nei modelli di business per migliorare l’appropriazione del valore dell’output creativo.La ricerca si basa su un campione di otto ristoranti operanti nel settore dell’alta cucina con almeno una “stella” assegnata dalla guida Michelin. La raccolta di dati primari è stata condotta attraverso una serie di interviste semi-strutturate agli chef usando una metodologia qualitativa in grado di assecondare la natura esplorativa del fenomeno di interesse. I primi risultati emersi confermano la prevalenza del modello del decoupling organizzativo.

2014 - Evolving the Private Label Role in the Retailer-Customer Relationship: Antecedents and Impact of Premium Private Labels on Customer Loyalty to the Retailer [Capitolo/Saggio]
Martinelli, Elisa; Vergura, Donata Tania
abstract

The chapter focuses on the role played by Private Labels (PLs) in the retailer-consumer relationship. Specifically, the results of a survey aimed at investigating the ability of a specific kind of PL, namely Premium Private Label (PPL), to improve customer loyalty to the retailer are presented. After reviewing the literature on the PLs' role in the retailer-customer relationship, a theoretical model is proposed and tested by administering a questionnaire to a sample of retail customers and then applying structural equation modeling. Four key components of PPLs' image, namely quality, assortment, access, and value, are studied as antecedents of customer satisfaction to the PPL, while customer loyalty to the PPL is considered as a mediator between customer satisfaction to the PPL and customer loyalty to the retailer. Results show that PPLs positively impact on customer loyalty to the retailer through a causal relationship driven by PPL quality and PPL value.

2014 - Extending the retail brand: the influence of customer loyalty towards the private label and towards the retailer [Relazione in Atti di Convegno]
Martinelli, Elisa; Sparks, Leigh
abstract

The paper investigates the influence that customer loyalty towards the private label and towards the retailer exerts on the purchase of non-traditional products and services (NTPS) offered by grocery retailers through their private label. Two-hundred and forty UK retail customers completed a questionnaire. Data were processed applying a binary logistic regression, using the buying of at least one NTPS as the dependent variable (1= buy; 0= No buy). Results show that cognitive loyalty to the private label and behavioural loyalty to the retailer positively predict the buying of NTPS, cognitive loyalty to the retailer brand plays a negative predictive role and behavioural loyalty to the private label is not significant.

2014 - Innovare l’offerta estendendo il retail brand: il ruolo della fedeltà e della sensibilità a prezzo e promozione [Articolo su rivista]
Martinelli, Elisa; Luceri, Beatrice; Latusi, Sabrina
abstract

Obiettivo del paper: L’articolo indaga il ruolo che la fedeltà alla marca commerciale, la sensibilità al prezzo e quella alla promozione svolgono nel predire l’acquisto di un’offerta innovativa nel retail grocery, ovvero: i prodotti e servizi extra-core a marca insegna (PSEx). Metodologia: Ai dati ottenuti tramite un’indagine campionaria in-store su questionario strutturato (N. 139) è stata applicata una regressione logistica binaria. Risultati: La fedeltà comportamentale alla marca commerciale e l’attitudine alla promozione risultano predittori dell’estensione d’acquisto, mentre la sensibilità al prezzo è solo debolmente significativa. Limiti della ricerca: Il campione indagato è relativo ad una sola insegna. Il concetto di fedeltà considerato rappresenta solo una, anche se necessaria, delle componenti in cui si articola la customer loyalty. L’analisi non distingue tra singoli prodotti/servizi extra-core. Implicazioni pratiche: I risultati emersi consentono di supportare e dare validazione empirica alle scelte di estensione dell’offerta operate dai manager della distribuzione despecializzata. Implementando politiche volte ad incrementare la frequenza e lo scontrino d’acquisto della marca commerciale sull’assortimento core e investendo in offerte promozionali si innesca un processo di trascinamento virtuoso delle nuove tipologie di offerta extra-core. Per avere successo nella nuova offerta, i distributori devono concentrare i loro sforzi di marketing sui clienti più sensibili all’acquisto di prodotti a marca commerciale e alle promozioni below the line. Originalità del lavoro: Il contributo verifica l’applicabilità di alcuni risultati emergenti dagli studi sulla marca commerciale anche ad un suo concetto esteso, ovvero in un contesto,quello dei prodotti/servizi extra-core, innovativo e non ancora analizzato in modo approfondito dalla letteratura.

2014 - Italian and U.S. consumers of local foods: An exploratory assessment of invariance. [Relazione in Atti di Convegno]
Campbell, Jeff M.; Martinelli, Elisa; Fairhurst, Ann
abstract

The exploratory study reviews locally produced foods and sustainable retailing via grocery outlets across two distinct consumer groups, Italian and U.S. consumers. Survey methodology and structural equation modeling was used to test for measurement and structural invariance across the groups. Results suggested that groups varied across measures of perceived consumer effectiveness and purchase intentions, and constructs of subjective norms, perceived consumer effectiveness, connectedness, and purchase intentions reflected factor mean differences across groups. Tests of structural paths were found to be partially invariant. Implications to retail grocers who source sustainable products are provided as well as future research directions for academics.

2014 - L'acquirente cross-format: modelli di mobilità nel grocery [Articolo su rivista]
Luceri, Beatrice; Latusi, Sabrina; Martinelli, Elisa
abstract

Lo studio indaga il comportamento di acquisto cross-format nel settore dei beni di largo consumo. L’obiettivo è mettere in relazione il numero di canali di acquisto utilizzati con un insieme di caratteristiche riferite al consumatore, secondo l’approccio costi-benefici. I dati di un campione di 1.674 consumatori indicano che, tra le caratteristiche socio-demografiche della domanda, solo il genere impatta sui modelli di frequentazione delle forme distributive. Ulteriori determinanti della mobilità risultano altresì il canale di acquisto prevalente e la percezione dell’attività di acquisto. Le implicazioni manageriali sono discusse con indicazioni per la ricerca futura.

2014 - Predicting the intention to buy locally produced food: the role of attitudes and store atmosphere [Abstract in Atti di Convegno]
Martinelli, Elisa; Campbell, J. A.; Fairhurst, A.
abstract

The research aims to investigate the predictive role of attitudes and perceptions of store atmosphere in explaining consumers’ intentions to purchase locally produced food. Survey methodology and structural equation modeling using AMOS 22.0 was used to test the measurements and hypotheses. Results evidence that the model presented is supported and that positive attitudes towards locally produced food can directly affect purchase intentions and the perception of store atmosphere, while the latter also exerts an impact on the intention to buy locally produced food. Managerial implications for retailers as well as future research directions for academics are outlined.

2014 - Premium Private Label e prodotti tipici: un connubio di successo [Relazione in Atti di Convegno]
Marchi, Gianluca; Martinelli, Elisa; Nardin, Giuseppe; Vignola, Marina
abstract

L’articolo analizza la fedeltà dell’acquirente alla Premium Private Label (PPL) per comprendere alcuni fattori che la determinano e il ruolo che l’atteggiamento verso i prodotti tipici svolge. A tal fine è stata condotta una survey mediante questionario strutturato su un campione di clienti di diverse insegne commerciali. Applicando un’analisi di regressione gerarchica emerge come siano la willingness to pay e la qualità della PLL ad impattare maggiormente sulla fedeltà alla PPL, seguite dalla distintività della PPL e dall’atteggiamento verso i prodotti tipici.

2014 - The country of origin effect on retailer buying behavior: a cross-country analysis on Italian footwear [Articolo su rivista]
Marchi, Gianluca; Martinelli, Elisa; Balboni, Bernardo
abstract

The paper analyzes the effect of country of origin (COO) multidimensionality on the intention to buy Italian footwear in samples of retail buyers operating in three different countries, namely Spain, Russia and China. Specifically, it proposes a model aimed at testing the relationships among three different country image dimensions – Country Image (CI), Product–Country Image (PCI), and Country-Related Product Image (CRPI) – and the retail buyers’ intention to purchase products originating in Italy, while also verifying the effect of product–country congruity (FIT). A total of 483 questionnaires were collected from samples of Spanish, Russian, and Chinese fashion retailers and processed applying Structural Equation Modeling (SEM). Results show that COO influences retail buyers through a causal link within the three COOs’ dimensions, reinforced by the FIT, as the CI effect is fully mediated by PCI. Theoretical and managerial implications for fashion firms are derived.

2013 - Buying non-traditional products and services: the predictive role of customer loyalty to the retail brand [Relazione in Atti di Convegno]
Martinelli, Elisa; Belli, Alex; Marchi, Gianluca
abstract

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e.: over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioural and cognitive components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as dependent variable (1= buy; 0= no buy) and behavioural loyalty and cognitive loyalty as independent variables. Results show that loyal customer are more prone to buy this kind of offer, with cognitive loyalty playing the major role as buying predictor. Theoretical and managerial implications are derived.

2013 - Fedeltà all’insegna nel retail grocery: un modello interpretativo [Relazione in Atti di Convegno]
Martinelli, Elisa; Vergura, D. T.
abstract

L’articolo propone un modello multidimensionale di fedeltà all’insegna di retail grocery in cui le sue componenti – cognitiva, affettiva, conativa e comportamentale – sono legate in sequenza causale. Al contempo, l’attitudine verso il retailer agisce anche direttamente sulla fedeltà comportamentale. Il modello è testato applicando la tecnica SEM ai dati raccolti somministrando un questionario a 1.045 clienti. I risultati suffragano la bontà del modello con conseguenti implicazioni di marketing.

2013 - Innovare l’offerta estendendo il retail brand: il ruolo della fedeltà e della sensibilità a prezzo e promozione [Relazione in Atti di Convegno]
Martinelli, Elisa; Luceri, Beatrice; Latusi, Sabrina
abstract

Obiettivi. L’articolo indaga il ruolo che la fedeltà alla marca commerciale, la sensibilità al prezzo e quella alla promozione svolgono nel predire l’acquisto di un’offerta innovativa nel retail grocery, ovvero: i prodotti e servizi extra-core a marca insegna (PSEx). Metodologia. Ai dati ottenuti tramite un’indagine campionaria in-store su questionario strutturato (N. 139) è stata applicata una regressione logistica binaria. Risultati. La fedeltà comportamentale alla marca commerciale e l’attitudine alla promozione risultano predittori dell’estensione d’acquisto, mentre la sensibilità al prezzo è solo debolmente significativa. Limiti della ricerca. Il campione indagato è relativo ad una sola insegna. Il concetto di fedeltà considerato rappresenta solo una, anche se necessaria, delle componenti in cui si articola la customer loyalty. L’analisi non distingue tra singoli prodotti/servizi extra-core. Implicazioni pratiche. I risultati emersi consentono di supportare e dare validazione empirica alle scelte di estensione dell’offerta operate dai manager della distribuzione despecializzata. Implementando politiche volte ad incrementare la frequenza e lo scontrino d’acquisto della marca commerciale sull’assortimento core e investendo in offerte promozionali si innesca un processo di trascinamento virtuoso delle nuove tipologie di offerta extra-core. Per avere successo nella nuova offerta, i distributori devono concentrare i loro sforzi di marketing sui clienti più sensibili all’acquisto di prodotti a marca commerciale e alle promozioni below the line. Originalità del lavoro. Il contributo verifica l’applicabilità di alcuni risultati emergenti dagli studi sulla marca commerciale anche ad un suo concetto esteso, ovvero in un contesto, quello dei prodotti/servizi extra-core, innovativo e non ancora analizzato in modo approfondito dalla letteratura.

2013 - Italy’s country image and the role of ethnocentrism in Spanish and Chinese consumers’ perceptions [Capitolo/Saggio]
Bursi, Tiziano; Balboni, Bernardo; Grappi, Silvia; Martinelli, Elisa; Vignola, Marina
abstract

The chapter presents the results of a survey aimed to analyze the Country of Origin (COO) effect on consumer buying behavior. A research model testing the COO’s multidimensionality – Country Image (CI), Product Country Image (PCI) and Country Related Product Image (CRPI) – on the Spanish and Chinese consumer intention to buy Italian shoes is applied, verifying the level of product/country of origin’s consistency (FIT), as well as the role of ethnocentrism (CE). 312 questionnaires were collected and processed through structural equations modelling. Results show that COO influences consumers intention to buy through a causal link within the three dimensions, while CE plays a significant, even if weak, role on COO only in the Spanish context and for the CI and CRPI dimensions. Scientific and managerial implications are derived.

2013 - La formazione delle alleanze internazionali nei mercati emergenti: un'analisi empirica [Capitolo/Saggio]
Marchi, Gianluca; Martinelli, Elisa; Nardin, Giuseppe
abstract

Il capitolo focalizza l'attenzione sulla natura dell'interplay tra fiducia e controllo in una prospettiva dinamica, analizzando la struttura della relazione nelle fasi di nascita e prima implementazione di un'alleanza. A questo scopo è stata svolta un'analisi empirica, di natura qualitativa e con finalità esplorativa, basata sulla tecnica dello studio di caso e condotta su imprese ceramiche italiane che operano sui mercati emergenti attraverso alleanze. 15 sono le alleanze analizzate. Tenendo conto delle diverse tipologie di incertezza, relazionale e ambientale, e delle specifiche caratteristiche istituzionali e culturali dei mercati emergenti, un nuovo modello di analisi dei meccanismi di governance per le alleanze internazionali viene quindi proposto.

2013 - La governance delle alleanze internazionali: fiducia, controllo e incertezza [Capitolo/Saggio]
Nardin, Giuseppe; Marchi, Gianluca; Martinelli, Elisa
abstract

Il capitolo approfondisce, sul piano teorico, la natura della relazione tra fiducia e controllo. Muovendosi sulla scia della letteratura che enfatizza la dimensione di complementarietà di fiducia e controllo, il contributo colloca i due costrutti in una prospettiva evolutiva. In particolare, viene analizzato il ruolo di incertezza relazionale e incertezza ambientale come fattori in grado di spiegare, su base contingente, l'efficacia dei meccanismi di governo adottati.

2013 - Le determinanti della mobilità del consumatore tra insegne [Relazione in Atti di Convegno]
Luceri, B.; Latusi, S.; Martinelli, Elisa
abstract

Lo studio indaga la mobilità del consumatore tra insegne con riferimento all’acquisto di elettrodomestici. L'obiettivo è mettere in relazione il numero di insegne frequentate a un insieme di caratteristiche riferite al consumatore e alla struttura dell’offerta commerciale, secondo l’approccio costi-benefici. I dati di un campione di 800 consumatori indicano che solo alcune caratteristiche della domanda impattano sui modelli di frequentazione delle insegne (dimensione del nucleo familiare e percezione dell’attività di acquisto). Inoltre, il numero di alternative di acquisto disponibili nel mercato risulta essere una determinante importante della mobilità. Le implicazioni manageriali sono discusse con indicazioni per la ricerca futura.

2012 - Distributori Grocery in convergenza. Esperienze a confronto. [Monografia/Trattato scientifico]
Martinelli, Elisa
abstract

Le imprese si trovano oggi ad operare in un contesto di crescente complessità ambientale, caratterizzato da una velocità, intensità e varietà di cambiamento nell’attività di business mai affrontate precedentemente. Evoluzione tecnologica continua e fortemente impattante; incertezza del quadro economico e generalizzata maturità settoriale; concorrenza sempre più aggressiva; de-regolazione accentuata; repentina evoluzione e mutevolezza nelle preferenze di consumo ed acquisto della domanda sono i principali fattori che stanno cambiando radicalmente le modalità di fare business, di profittabilità e di crescita di impresa. In questo scenario, la ricerca di nuove opportunità oltre il settore tradizionalmente presidiato sta divenendo una strategia di sviluppo attrattiva, portando a forme di ibridazione di prodotti, di offerte e di esperienze. Tra i neologismi utilizzati per definire questo fenomeno, il termine “convergenza” trova concorde una parte autorevole della letteratura e della pratica manageriale. Si tratta di un processo generato dalla crescente tendenza di interi settori e/o di imprese di settori originariamente separati e ben distinti ad entrare in business comuni, originando così dei metamercati, ovvero nuovi ambiti competitivi. La promiscuità settoriale comporta la configurazione di arene competitive molto più estese e popolate di attori variegati e non convenzionali: la competizione, conseguentemente, si intensifica, acquisendo forme complesse, ibride ed inter-industry. La convergenza si propone pertanto come fenomeno altamente pervasivo e fortemente impattante per l’attività d’impresa e la riflessione scientifica, dando vita ad un dibattito quanto mai aperto. Data la recentezza e la complessità di analisi, lo studio del fenomeno è stato finora trattato principalmente dal punto di vista teorico, alla ricerca di nuovi modelli interpretativi di analisi competitiva e con specifico riferimento alla convergenza inter-industry di produzione, accentuando la prospettiva tecnologica di analisi. Nel millennio in corso, il processo di convergenza si sta diffondendo, facendo emergere la necessità di riflettere non solo su possibili nuovi paradigmi di business e modelli concettuali capaci di interpretarne le logiche e guidarne l’evoluzione, ma anche su nuovi ambiti di studio del fenomeno. In questa prospettiva, l’opera focalizza l’attenzione sul tema della convergenza distributiva, prendendo spunto dalla recente tendenza dei distributori grocery ad offrire un crescente numero di prodotti/servizi extra-core. E’ infatti sempre più usuale recarsi in ipermercati e/o supermercati che oltre al tradizionale assortimento di prodotti di largo e generale consumo offrono parafarmaci, automobili, carburante per autotrazione, servizi finanziari, di prenotazione, di telefonia mobile e altri, con il proprio brand. La distribuzione despecializzata è un ambito di attività particolarmente interessante da studiare per la crescente importanza all’interno del sistema economico e per l’intensità che questi fenomeni stanno assumendo, giustificando pertanto il focus dell’analisi. Nello specifico, il presente lavoro analizza driver, obiettivi, logiche di implementazione ed implicazioni strategico-organizzative derivanti dall’estensione d’offerta a categorie extra-core da parte delle insegne della distribuzione despecializzata, evidenziando i business in convergenza distributiva ed individuando i fattori di successo nel nuovo orientamento strategico. Al fine di conseguire tali obiettivi conoscitivi, è stata svolta una ricerca articolata su un duplice livello. Da un lato, si è condotta una dettagliata analisi longitudinale volta ad individuare le aree e le modalità di convergenza attivate dai distributori grocery raccogliendo materiale e informazioni da fonti di natura secondaria (riviste economiche e di settore, analisi desk sui siti internet dei princi

2012 - Effetto "Country of Origin". Un'analisi comparata a livello internazionale sul comportamento d'acquisto della clientela [Curatela]
Bursi, Tiziano; Grappi, Silvia; Martinelli, Elisa
abstract

Il volume, frutto di un progetto di ricerca internazionale, affronta il tema della provenienza paese dei prodotti, cosiddetto Country of Origin (Coo), indagando l’immagine percepita dei prodotti italiani agli occhi degli acquirenti stranieri, accanto alla valutazione che gli acquirenti italiani forniscono dei prodotti stranieri. In un contesto di crescente complessità e interdipendenza dei mercati, standardizzazione globale dei processi produttivi e più intensa concorrenza proveniente da paesi low-cost, comprendere la direzione e l’intensità dell’effetto Coo è di crescente importanza. Le principali domande di ricerca a cui si vuole rispondere sono le seguenti: Il Coo influisce sulla decisione di acquisto della clientela? E si presenta diversamente o in modi analoghi nei consumatori finali e negli acquirenti professionali? La curatela affronta questi temi in ottica cross-country e product-specific. In particolare, la scelta dei contesti paese osservati - Cina, Russia e Spagna - permette di verificare la tenuta del modello in ambiti nazionali caratterizzati da un diverso livello di sviluppo socio-economico, mentre l’analisi su tre categorie merceologiche - piastrelle di ceramica, calzature e vino - consente di valutare l’impatto del Coo in ambiti caratterizzati da differenti livelli di complessità d’acquisto. L’analisi affianca l’approfondimento del processo decisionale dei consumatori finali all’esame delle scelte di acquisto effettuate dalla distribuzione commerciale, sostanziando un approccio innovativo allo studio del tema. La verifica del modello di ricerca adottato, che consente di apprezzare la multidimensionalità del costrutto Coo, restituisce risultati completi e di rilevante interesse. La ricerca evidenzia infatti la centralità dell’effetto Coo, sia per i consumatori che per i distributori commerciali, e la sua configurazione in ottica processuale. Ne derivano interessanti e utili indicazioni di carattere manageriale per le imprese, e di policy per istituzioni pubbliche o enti collettivi (Governo, camere di commercio, associazioni di categoria,...) impegnati nel sostenere la promozione dell’origine italiana del prodotto, sia in contesti internazionali che nazionali.

2012 - Fedeltà della clientela ed estensione dell'offerta a marca commerciale nel retail [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

The paper investigates the possible existence of higher levels of retailer brand loyalty within buyers of non-traditional retail products and services compared to non-buyers. Behavioral loyalty, cognitive loyalty, affective loyalty and conative loyalty are the macro-constructs of retailer brand loyalty investigated.To this aim, a quantitative research has been conducted, collecting a sample of 320 interviews to retail customers through a structured questionnaire administered in-store. Interviewees were equally divided in buyers and non-buyers of non-traditional retail products and services. Findings evidence that buyers of non-traditional retail products and services possess higher level of retail customer loyalty compared to non-buyers. Scientific and managerial implications are derived.

2012 - L'effetto del Coo sul comportamento d'acquisto dei distributori commerciali [Capitolo/Saggio]
Martinelli, Elisa; Balboni, Bernardo
abstract

Il capitolo illustra i risultati emersi da una ricerca volta a comprendere l’impatto che l’immagine del paese d’origine esercita sulle scelte di acquisto del distributore commerciale, con particolare riferimento al livello del dettaglio ed a tre specifiche categorie di prodotto: piastrelle di ceramica, calzature, vino. Si vuole in tal senso verificare l'adeguatezza del modello teorico proposto in cui l’effetto del Coo sulle intenzioni d’acquisto di campioni di dstributori commerciali viene scomposto nelle sue tre dimensioni: Overall Country Image (Ci), Product-Country Image (Pci) e Country-Related Product Image (Crpi). Lo studio mira a verificare l’esistenza di una relazione causale tra le tre dimensioni del Coo e l’intenzione all’acquisto (Int) da parte del distributore, oltre ad appurare il ruolo del grado di coerenza percepita tra la categoria merceologica analizzata e l’immagine del paese da cui origina (Fit).Questionari strutturati sono stati somministrati a campioni di distributori, per un totale di 2.698 buyer intervistati, di cui 1.354 italiani e 1.344 stranieri, per poi procedere all'applicazione dei sistemi strutturali a variabili latenti impiegando Lisrel 8.5.Nella prima parte del capitolo vengono descritti i risultati ottenuti dalle analisi condotte sui distributori esteri dei tre paesi indagati, ovvero: Cina, Russia e Spagna. La disamina riporta in particolare le valutazioni della country image Italia quale luogo di provenienza dei tre prodotti osservati da parte dei distributori cinesi, russi e spagnoli ed il ruolo di coerenza percettiva nel binomio prodotto/paese, oltre all’effetto che tale immagine esercita sulle loro intenzioni di acquisto. Nella seconda parte del capitolo vengono invece presentati i risultati delle analisi condotte in capo ai distributori italiani, descrivendo in questo caso i giudizi espressi rispetto all’immagine dei tre paesi esteri osservati quale luogo di provenienza dei prodotti analizzati, al grado di congruenza prodotto/paese percepito ed all’influenza esercitata dalla country image sulle intenzioni di acquisto.La lettura trasversale delle analisi condotte restituisce una sostanziale validazione del modello proposto nei diversi contesti prodotto/paese osservati, con una configurazione di tipo sequenziale, confermando la multidimensionalità del costrutto (Roth e Diamantoulos, 2009), ovvero Ci, Pci, Crpi. L’immagine paese (Ci) influenza l’immagine della manifattura di quel paese (Cpi) che a sua volta influenza l’immagine del prodotto ivi realizzato (Crpi): l’impatto di Ci su Crpi è quindi indiretto, in quanto mediato dalla variabile Pci. Questa strutturazione dei legami delle dimensioni del Coo è sempre verificata nelle percezioni dei distributori esteri, per cui l’immagine tendenzialmente positiva dell’Italia si riflette sull’immagine favorevole della manifattura italiana che, a sua volta, alimenta la percezione positiva del prodotto di origine italiana. L’effetto Coo sulla propensione all’acquisto dei prodotti italiani indagati si genera pertanto dall’interazione causale e progressiva delle dimensioni della country image. E’ in particolare la manifattura italiana che esercita l’impatto principale sulle percezioni del prodotto da parte dei professionisti commerciali esteri. Tale effetto inoltre si genera sia in contesti evoluti (Spagna) che in economie di recente industrializzazione (Cina e Russia). Relativamente ai distributori italiani, invece, la morfologia del modello «a cascata», seppur con alcune specificità, si mantiene anche confrontando paesi contraddistinti da stadi di industrializzazione differenti, che si riflettono sulle percezioni relative alle dimensioni dell’immagine paese. Da un lato, l’immagine positiva della Spagna dal punto di vista economico-politico-sociale costituisce il punto di avvio per alimentare, positivamente, le altre due dimensioni del Coo; d’altro canto,

2012 - La domanda di ristorazione per il/in movimento: specificità di formato e di servizio richieste dalla clientela [Articolo su rivista]
Martinelli, Elisa
abstract

L’articolo si propone di comprendere le logiche di scelta della domanda relativamente al consumo di pasti e bevande nei luoghi di transito (stazione/aeroporto) e sui mezzi di trasporto (a bordo treno/aereo). Le domande di ricerca a cui il contributo vuole rispondere sono le seguenti: le tipologie di locali che i consumatori scelgono per consumare pasti e bevande quando sono in movimento sono le stesse che costoro utilizzano nella loro quotidianità? E relativamente ai consumi extradomestici effettuati durante il viaggio, i criteri di preferenza di servizio differiscono a seconda della motivazione di viaggio e a seconda si effettuino nei luoghi di transito piuttosto che on board? Nello specifico si vuole indagare l’esistenza di modelli di acquisto differenziati - in termini di formato ed attributi di servizio di somministrazione ricercati - tra utilizzo quotidiano e consumo nei luoghi di transito e on board, indagando inoltre le eventuali differenze emergenti in relazione alla diversa occasione di consumo (pranzo, break, cena) e di viaggio (lavoro vs piacere). Si intende così contribuire a colmare il gap di analisi nel contesto osservato, finora trascurato dalla letteratura (Geunes et al. 2004) e focalizzato sulla strutturazione dell’offerta e la relazione aeroporto-retailer (Freathy e O’Connel, 1999), mentre inadeguata è la conoscenza delle esigenze della domanda che gravita in questo contesto. Solo alcuni contributi (Dresner 2006; Castillo-Manzano 2010) volti ad indagare eventuali differenze tra viaggiatori business e leisure hanno evidenziato similarità di comportamento rispetto alla scelta ed utilizzo dell’aeroporto e dei suoi servizi (es.: parking facilities). Inoltre, non si ravvisano studi rivolti al contesto del traffico ferroviario. Il comportamento d’acquisto nei luoghi di transito richiede poi maggiore conoscenza in quanto presenta delle specificità (Crawford e Melewar 2003) rispetto ai contesti retail “tradizionali”. Tali obiettivi conoscitivi sono conseguiti somministrando in stazione ferroviaria ed aeroporto un questionario strutturato ad un campione di 438 intervistati. I dati così raccolti sono stati elaborati applicando la tecnica del t-test per campioni indipendenti ed appaiati.I risultati evidenziano che i viaggiatori usano i formati di ristorazione con una diversa intensità rispetto a quanto effettuato quotidianamente. Inoltre, li utilizzano diversamente in relazione al motivo di viaggio (lavoro vs turismo). Valutazioni differenti sugli attributi di servizio richiesti quando il viaggiatore acquista alimenti e bevande nei luoghi di transito (in aereoporto/in stazione) piuttosto che on board sono ulteriormente emerse. Le implicazioni scientifiche e manageriali vengono attentamente discusse, così i limiti del lavoro.

2012 - Le implicazioni teoriche, manageriali e di policy della ricerca [Capitolo/Saggio]
Grappi, Silvia; Marchi, Gianluca; Martinelli, Elisa; Nardin, Giuseppe
abstract

Il capitolo discute le implicazioni teoriche, manageriali e di policy emergenti dai risultati della ricerca condotta sul ruolo che il Coo esercita sul comportamento d'acquisto (intenzione) della clientela.Dal punto di vista scientifico, i risultati della ricerca contribuiscono a migliorare ed ad estendere la conoscenza teorica sugli elementi che partecipano a definire l’effetto Coo, restituendone una lettura maggiormente sistemica, testando il modello proposto comparando più immagini paese (analisi cross-country) ed ottenendo quindi risultati dotati di generalizzabilità. L’effetto Coo influenza il comportamento d’acquisto della clientela e si estrinseca in una logica multidimensionale e processuale, rafforzata dalla congruenza tra l’origine paese ed il tipo di prodotto analizzato (Fit). Estendere il campo di indagine oltre i consumatori finali per ricomprendere i distributori commerciali ha consentito poi di apportare un significativo elemento di innovazione alla letteratura sul Coo.Dal punto di vista manageriale, l’analisi dei giudizi degli acquirenti, finali e intermedi, rispetto ad alcune specifiche categorie di prodotti di diversa provenienza geografica aiuta a comprendere se e in che misura un’immagine paese favorevole rappresenti uno strumento potenziale di marketing in grado di migliorare il profilo competitivo delle imprese e dei loro prodotti sui mercati, supportandone la penetrazione e/o il radicamento. Per le imprese manifatturiere italiane che operano nei settori merceologici osservati, i risultati discussi sono di rilevante interesse al fine di comprendere come adeguate politiche di branding e comunicazione sul paese d’origine possano aiutare le loro strategie competitive sui mercati internazionali. Allo stesso tempo, la conoscenza del modo in cui alcuni importanti competitor internazionali, tradizionali (Spagna) ed emergenti (Russia e Cina) sono percepiti e valutati dagli acquirenti italiani può agevolare le nostre imprese nel fronteggiare, sul mercato interno, la spinta competitiva dell’offerta proveniente da questi paesi. Di converso, questa conoscenza può offrire utili strumenti anche alle imprese estere, provenienti sia da paesi emergenti che da quelli consolidati, che vogliono accrescere la loro presenza sul mercato italiano. L’estensione dell’analisi ai distributori commerciali consente poi di ampliare la portata delle implicazioni manageriali, fino a comprendere anche aspetti legati alla gestione delle politiche commerciali ed alle strategie di trade marketing dei fornitori. Comprendere infatti la direzione e l’intensità dell’effetto che il Coo esercita sui distributori commerciali può consentire loro di tarare meglio le politiche rivolte alla clientela commerciale.Il capitolo mette anche in luce le implicazioni dei risultati conseguiti in termini di eventuali scelte di delocalizzazione dell’impresa, produttiva e/o commerciale: tali decisioni non possono infatti essere guidate solo ed esclusivamente da motivazioni legate all’obiettivo di contenimento dei costi produttivi, ma è opportuno invece che si prendano in considerazione tutti i potenziali risvolti che ne conseguono. In particolare, è bene non sottovalutare l’effetto che tali scelte possono esercitare all’interno dei processi decisionali di acquisto del cliente dell’impresa.Dal punto di vista delle policy, i risultati della ricerca inducono a ritenere auspicabile una più elevata specializzazione dei soggetti collettivi negli interventi a supporto dei prodotti italiani all’estero. In particolare, alcune istituzioni, primariamente di natura pubblica (es. Governo, Ministeri ed enti ministeriali), possiedono dotazioni di competenze e presidiano tipologie di canali comunicativi che le rendono più adatte ad operare interventi di policy specializzati sulla conservazione ed il miglioramento dell’immagine collettiva del paese nelle sue componenti più astratte e generali (cultura, società, politica). Ad esempio

2012 - L’interazione tra fiducia e controllo negli accordi internazionali sui mercati emergenti [Relazione in Atti di Convegno]
Bursi, Tiziano; Marchi, Gianluca; Martinelli, Elisa; Nardin, Giuseppe
abstract

Il contributo approfondisce il ruolo del controllo e della fiducia come strumenti di governance degli accordi internazionali. Fiducia e controllo sono infatti stati a lungo considerati dalla letteratura come strumenti alternativi per la governance degli accordi. Più recentemente, sono emersi contributi che invece ne enfatizzano la dimensione di complementarietà. In linea con questo approccio, il lavoro si propone di approfondire il legame tra i costrutti di fiducia e di controllo, integrandolo con la considerazione delle diverse tipologie di incertezza, relazionale ed ambientale. L’indagine sul campo, di natura qualitativa ed esplorativa, si focalizza sullo studio di accordi internazionali sviluppati da nove imprese ceramiche italiane sui mercati emergenti.

2012 - Retail service quality as a key activator of grocery store loyalty [Articolo su rivista]
Martinelli, Elisa; Balboni, Bernardo
abstract

This paper demonstrates the crucial role of retail service quality as a key activator in the formation of customer loyalty to the store; the latter is understood in a conative and action sense. Applying a modified version of the RSQS scale, a model is tested by administering a questionnaire to 450 customers in an under-investigated retail setting, i.e. supermarkets, within the Italian context. Structural equation modelling was employed. The results prove that customers consider retail service quality as a second-order dimension and recognize the main contribution of physical aspects and reliability first-order dimensions. Findings corroborate the crucial role played by perceived service quality and the mediating role of customer satisfaction and conative loyalty within the relationship between service quality and action loyalty.

2012 - The COO effect and the role of ethnocentrism on consumer buyingbehavior. [Relazione in Atti di Convegno]
Martinelli, Elisa; Grappi, Silvia; Balboni, Bernardo; Vignola, Marina
abstract

The paper analyses the Country of Origin (COO) effect on consumer buying behavior. A research model testing the COO’s multidimensionality – overall Country Image (CI), Product Country Image (PCI) and Country Related Product Image (CRPI) – on the Spanish and Chinese consumer intention to buy Italian shoes is applied, verifying the level of product/country of origin’s consistency (FIT), as well as the role of Consumer Ethnocentrism(CE).Three hundreds and twelve questionnaires were collected and processed through Structural Equations Modelling. Results show that COO influences consumer intention to buy through a causal link within the three dimensions, while CE plays a significant, even if weak, role on COO only in the Spanish context. Scientific and managerial implications are derived.

2011 - Do COD and COM matter for retailers? [Relazione in Atti di Convegno]
Grappi, Silvia; Martinelli, Elisa
abstract

This paper investigates the simultaneous effects of Country of Design (COD) and Country of Manufacture (COM) on retailer buying behaviour. A total of 126 Italian sunglasses’ retail buyers evaluated different experimental conditions concerning COD and COM. Results show that the origin of a product exerts an effect on retailers evaluations and behaviour. Specifically, the perception of market risk moderates the effect of country of origin information on retailers’ attitude towards the product origin’s choice of the producer, retailers’ intention to buy the product, and retailers’ word of mouth. This paper makes therefore a noteworthy contribution to the country of origin literature investigating retail buyers, a subject on which very poor is the theoretical knowledge so far and possibly important the managerial implications involved.

2011 - L'impatto del Made in Italy sul comportamento d'acquisto dei consumatori cinesi [Articolo su rivista]
Balboni, Bernardo; Grappi, Silvia; Martinelli, Elisa; Vignola, Marina
abstract

The paper analyses the Made in Italy effect on Chinese consumer buying behavior regarding three specific product categories: wine, shoes and ceramic tiles. A research model aimed at testing the multidimensional dimensions featuring Country of Origin (COO) – overall Country Image (CI), Product Country Image (PCI) and Country Related Product Image (CRPI) – on the Chinese consumer intention to buy these Italian products is applied, verifying the level of consistency (FIT) between the products investigated and the country in which these products originated (Italy). Four-hundred and fifty questionnaires on Chinese consumers were collected and the data processed to test the model by applying structural equations modelling.Results show that Made in Italy influences the Chinese consumers’ intention to buy the Italian products observed through causal links: the Italy country image (CI) impacts on buying intentions through the mediating role of the Italian ability to manufacture products – in general (PCI) and regarding a specific product category (CRPI). Results also confirm the consistency (FIT) between the products investigated and the Italian origin. Scientific and managerial implications are derived.

2011 - L’INFLUENZA DEL PAESE DI ORIGINE SULLE SCELTE DEI CONSUMATORI ITALIANI: UN’ANALISI MULTI-GRUPPO [Relazione in Atti di Convegno]
Balboni, Bernardo; Giachetti, Claudio; Grappi, Silvia; Martinelli, Elisa; Vecchi, Patrizia; Vignola, Marina
abstract

The paper analyses the Country of Origin (COO) effect on Italian consumer buying behavior regarding a specific product - namely shoes - and various country of origins – that is: Italy, Spain, China and Russia. To this aim we propose a research model in which the constituting dimensions of COO are distinguished in three components - namely: overall Country Image (CI), Product Country Image (CPI) and Country Related Product Image (CRPI) – influencing the consumer intention to buy a product (shoes), verifying the level of consistency (FIT) between the product category investigated and the country in which this product originates. 626 structured questionnaires, divided by the specific countries observed, duly validated, were collected on Italian consumers. The COO and buying behaviour structures will be modelled by applying a structural equations model with latent variables (Lisrel 8.3).Results show the significance of all the relationships within latent variables, apart from the relationship CI-CRPI in the China context. Subsequent scientific and managerial implications are derived.

2011 - ORIENTARE IL TOWN CENTRE MANAGEMENT AL MERCATO DELLA CITTA’ [Articolo su rivista]
Martinelli, Elisa; Balboni, Bernardo
abstract

L’articolo propone un metodo procedurale di analisi e valutazione delle esigenze dei portatori di interesse della città come fase imprescindibile alla pianificazione di progetti di Town Centre Management (Tcm) in ottica di orientamento al mercato. Si intende così contribuire sia all’evoluzione degli studi sul tema, supportandone la connotazione strategica, sia al progresso nell’implementazione operativa.A supporto della tesi degli autori si è utilizzato lo studio di caso, descrivendo un’esperienza comunale concreta relativa alla città di Bologna, come esempio innovativo in Italia dove le iniziative di Tcm sono parziali, di tipo promozionale e basate più su esigenze interne e pre-definite dell’amministrazione locale che sulla ricognizione delle esigenze degli stakeholder del territorio urbano

2011 - Ristorazione per il/in movimento: un'analisi empirica sulle logiche di scelta della domanda [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

I luoghi di transito (stazioni ferroviarie, aeroporti, porti, ecc.) hanno oggi assunto un ruolo cruciale non solo come snodi logistici - volti ad un’efficiente ed efficace passaggio di persone e cose - ma anche come luoghi commerciali, di consumo e leisure, dove gli aspetti di retail e di servizio diventano elemento di attrattività e redditività. Negli ultimi venti anni in particolare, la maggior parte degli aeroporti/stazioni/porti ha aumentato notevolmente la presenza di attività commerciali, così come i mezzi di trasporto stessi sono divenuti punti vendita e luoghi di somministrazione di pasti e bevande a pagamento. Soprattutto con riferimento all’attività ristorativa, l’offerta è però andata configurandosi in modo piuttosto indifferenziato in virtù di elementi di monopolio intrinseci alla peculiare modalità di erogazione del servizio, generalmente soggetto a concessione. Di fronte però ad un consumatore sempre più mobile, aperto alle novità e, soprattutto, particolarmente demanding, questo settore necessita di acquisire un orientamento al mercato, tenendo anche conto delle opportunità presenti nella tendenza all’incremento del traffico di passeggeri. In letteratura i contributi sul tema si sono prevalentemente concentrati sulle attività commerciali aeroportuali, descrivendole in termini generali (Doganis, 1992; Baron and Wass, 1996; Thompson, 2007), o evidenziando le tipologie di offerta retail in essi presente (Freathy e O’Connel, 1999). Nonostante ciò, tale ambito di ricerca rimane scarsamente analizzato e più focalizzato sulla strutturazione dell’offerta, mentre inadeguata è la conoscenza delle esigenze della domanda.In questo contesto, l’articolo si propone di comprendere le logiche di scelta della domanda relativamente al consumo di pasti e bevande nei luoghi di transito (stazione/aeroporto) e sui mezzi di trasporto (a bordo treno/aereo). Più nello specifico si vuole verificare l’esistenza di modelli di acquisto differenziati - in termini di formato ed attributi di servizio di somministrazione ricercati- tra utilizzo quotidiano e consumo nei luoghi di transito e on board, indagando inoltre le eventuali differenze emergenti in relazione alla diversa occasione di consumo (pranzo, break, cena) e di viaggio (lavoro vs piacere).Methods: Gli obiettivi enunciati sono conseguiti conducendo un’analisi empirica di tipo quantitativo su un campione di convenienza di 438 “viaggiatori”, egualmente intervistati in stazione ferroviaria ed aeroporto, tramite un questionario strutturato con richiesta di valutazione su scala Likert 1-7.Results: I primi risultati evidenziano come i viaggiatori esprimano esigenze diverse, soprattutto se in viaggio per lavoro e a seconda dell’occasione di consumo, rispetto all’utilizzo di servizi di somministrazione di alimenti e bevande nel quotidiano. Si evince poi una diversa valutazione degli attributi di servizio richiesti tra consumazioni nei luoghi di transito piuttosto che on board. Alcune caratteristiche demografiche emergono come elementi da utilizzare per differenziare la proposta di servizio.Conclusions: I risultati dello studio hanno interessanti implicazioni teoriche e manageriali. Dal primo punto di vista, il paper concorre all’avanzamento della letteratura sui servizi, contribuendo a colmare il gap di analisi in un contesto innovativo quale quello della ristorazione per il/in movimento. Relativamente alla pratica operativa, lo studio consente di comprendere i formati e gli attributi che il “viaggiatore” privilegia nella scelta di ristorarsi nei luoghi di transito o a bordo dei mezzi di trasporto, verificando l’influenza di componenti socio-demografiche e delle diverse occasioni di consumo e viaggio. Tali informazioni sono di cruciale importanza per indirizzare i gestori delle strutture di traffico nel definire l’offerta di locali da inserire, così come per consentire ai manager e/o ai proprie

2010 - I prodotti/servizi "extra" nel rapporto insegna-cliente [Articolo su rivista]
Martinelli, Elisa
abstract

L’articolo si propone di analizzare l’impatto dell’offerta di prodotti/servizi tradizionalmente estranei alla proposta della GDO del largo consumo - cd “Extra” – sul rapporto insegna-cliente. A questo scopo vengono presentati i risultati emersi da un’indagine campionaria in-store condotta per comprendere il riscontro che questa tipologia di offerta ottiene presso la clientela ed il ritorno che ne può derivare all’insegna, anche in termini di impatto sul livello complessivo di fedeltà comportamentale e conativa. Ne emergono interessanti implicazioni manageriali sia relativamente alla comprensione dei fattori/leve di marketing su cui agire per raccogliere i principali benefici derivanti dalla nuova proposta, sia in termini di considerazioni competitive in ottica di rivalità inter-type.

2010 - Valorizzare l’offerta commerciale e di servizio in ottica di orientamento al mercato: il caso del comune di Bologna [Relazione in Atti di Convegno]
Martinelli, Elisa; Balboni, Bernardo
abstract

Town Centre Management (TCM) studies have mainly focused their attention on the organisational and managerial solutions aimed at addressing cities and towns development so far. The marketing perspective has been too often neglected and constraint to an operational view. To fill this gap, this paper reviews TCM studies, examining their operational implementation into the Italian context, with the ultimate goal to claim for their evolution in a strategic marketing perspective. To this aim, we report the concrete experience of the Bologna city, as a case study able to represent an example of good practices that can inform scholars thinking as well as entrepreneurs and local government authorities’ decision-making processes. The paper describes the pro-active approach that the Bologna’s City Council has adopted to identify and understand the needs and wants of the various city’s stakeholders in order to acquire a thorough market knowledge and on these basis planning and implementing a successful city development for the future.

2009 - L’ampliamento dell’offerta commerciale a prodotti/servizi no-core: quali opportunità di convergenza per la GDO? [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

The paper concerns convergence in retailing. Specifically, it states that grocery retailers are very well positioned to take advantage from convergence as they possess many strengths and could overwhelm weaknesses in enlarging their value proposition to no-core products and services. In so doing, they will take advantage from the numerous opportunities involved in this market orientation, being aware of the possible threats. The paper focus on the Italian context in comparison with more evolved framework - such as UK and France, and identifies drivers and areas of retailing convergence. Strategic and organisational implications deriving from this approach are discussed.

2009 - Perceived service quality, customer satisfaction and store loyalty: relationships in a grocery retailing context [Relazione in Atti di Convegno]
Martinelli, Elisa; Balboni, Bernardo
abstract

The aim of the paper is to study service quality in a peculiar context, a grocery retailing store setting, trying to investigate the relationships within perceived retail service quality, customer satisfaction and behavioural loyalty. To measure service quality, we apply a measurement scale specifically addressed to assess service quality in retail settings, i.e. the Retail Service Quality Scale (Dabholkar et al., 1996). We applied a modified version of this scale that has been proved valid and reliable for supermarkets (Vazquez et al., 2001).A theoretical model based on six hypothesis is proposed and empirically tested conducing a survey on a sample of retail customers (450 interviewees) after having performed a qualitative research phase based on focus groups. The constructs' reliability and validity were assessed using confirmatory factor analysis. Structural equation modeling was employed to estimate the relationships among constructs.Results prove the presence of a causal relationship within perceived service quality, customer satisfaction and store loyalty, with service quality playing an activating role and customer satisfaction performing a mediating role. Findings also identify a direct relationship between service quality and behavioural intention but not behavioral loyalty, as well as a direct link between customer satisfaction and behavioural intention. Scientifical and managerial implications are discussed.

2009 - Service-dominant logic and retail convergence [Abstract in Atti di Convegno]
Martinelli, Elisa
abstract

Purpose - The paper aims at linking the Service-Dominant Logic to the process of convergence, stating that retailing could be a privileged context of analysis of the new approach on service orientation. Grocery retailers are increasingly enlarging their value proposition beyond core-products, offering financial services, mobile services, cars, utilities, etc.. In so doing, they are releasing themselves from the traditional approach based on products (“groceries”) to the new one based on service, offering “service packages” able to give customers convenient and simple solutions to their everyday lives problems, in a short time.Approach - The paper is mainly conceptual in nature. It will discuss the proposed theme reviewing both bodies of literature, but also supporting the discussion through provision of examples of the service exchange in retail organizations. This will be performed collecting information from secondary sources (business magazines, retail companies reports and web-sites, press releases, etc.).Findings - The paper will state that the new service orientation is a crucial driver of the retail convergence process. Moreover, grocery retailers are becoming a fundamental actor of the service exchange, able to aggregate and integrate value propositions for and with customers through projecting and managing networks of business partners.Value of the paper - The paper contributes to the debate on the Service-Dominant Logic, fostering the continuing dialog around it and also proposing another step forward thanks to the integration of the literature on convergence.

2008 - Competitività e immagine distrettuale nelle valutazioni di clienti e concorrenti esteri [Capitolo/Saggio]
Marchi, Gianluca; Martinelli, Elisa; Vignola, Marina
abstract

L’interazione tra membri interni ed esterni al distretto può portare a configurare un contesto di esperienza comune che crea una certa immagine collettiva dell’identità distrettuale. Se condivisa e ritenuta attrattiva, tale immagine esterna può influenzare la percezione interna di identità e rafforzare il senso di appartenenza al distretto delle imprese che ne fanno parte, alimentando ulteriormente una positiva reputazione sull’esterno. In questa prospettiva, il capitolo si propone di analizzare la percezione di competitività dei ceramisti italiani da parte dei due principali gruppi di attori esterni con cui interagiscono, ovvero buyer e concorrenti esteri. Nello specifico, si vuole comprendere l’importanza condivisa dei fattori di superiorità competitiva delle imprese ceramiche nazionali e degli attributi che connotano il distretto nella percezione degli attori esterni. Tali obiettivi conoscitivi sono stati raggiunti tramite un’indagine sul campo basata sulla somministrazione di questionari strutturati ad un campione di clienti commerciali e produttori ceramici esteri.

2008 - Innovazione e intermediazione di conoscenza nel sistema moda [Articolo su rivista]
Nardin, Giuseppe; Marchi, Gianluca; Martinelli, Elisa
abstract

L’articolo indaga il rapporto esistente tra conoscenza di mercato e innovazione stilistica, uno dei fondamentali vettori di creazione del valore per le imprese moda. Si studia il processo di creazione e trasferimento della conoscenza utilizzata nello sviluppo delle collezioni, con particolare riferimento al ruolo del trade quale nodo della rete cognitiva che supporta l’innovazione di prodotto. A questo scopo l’articolo presenta un’analisi esplorativa condotta attraverso casi di studio che porta alla formulazione di un modello relativo ai processi di gestione della conoscenza di mercato. I risultati confermano la rilevanza, ai fini dell’innovazione di prodotto, della conoscenza proveniente dai punti vendita. Tale contributo può però tradursi in conoscenza attivabile per i decisori stilistici solo in presenza di specifici modelli di Knowledge Management applicati alle relazioni col trade. Quando fonte e ricevente di conoscenza sono distanti dal punto di vista cognitivo ed il valore della conoscenza trasferita è time-specific, la presenza di un traduttore cognitivo diventa essenziale per l’organizzazione.

2007 - Conoscenza di mercato e innovazione di prodotto nel sistema moda [Capitolo/Saggio]
Nardin, Giuseppe; Marchi, Gianluca; Martinelli, Elisa
abstract

Lo sviluppo di nuovi prodotti è un'attività fondamentale per la crescita e la creazione del vantaggio competitivo delle imprese. E' in particolare la capacità di proporre prodotti che i consumatori percepiscono come nuovi, ovvero la loro innovatività, a costituire la base del successo. A tal fine un fattore chiave è la capacità dell'impresa di acquisire e interpretare in modo continuativo nuove conoscenze dal mercato.

2007 - Enabling and Inhibiting Factors in Adoption of Electronic-Reverse Auctions: a longitudinal case study in grocery retailing [Articolo su rivista]
Martinelli, Elisa; Marchi, Gianluca
abstract

The paper aims at exploring the factors that enable or inhibit the use of electronic reverse auctions (E-RAs) in the buying process of large food retail organizations. Through an in-depth case-study analysis based on interviews, internal documents examination and direct observation, we studied E-RAs conducted by an Italian-based retailer during a two year-time period. This approach enables us to state that the E-RAs’ use depends not only from product- and market-specific factors, as asserted by the extant literature on the topic, but also from intra- and inter-organisational and strategic factors. Propositions are developed to stimulate thought and provide guidance for future research.

2006 - Componenti valutative e comportamentali della fedeltà al punto vendita [Articolo su rivista]
Gabrielli, Veronica; Galli, Giovanna; Grappi, Silvia; Martinelli, Elisa
abstract

This paper investigates the determinants of behavioural loyalty in retailer-consumer relationships. It aims to demonstrate that also relational dimensions play an important role to support loyal behaviours, beyond satisfaction, often advocated as one of the major determinants. The paper presents and tests a conceptual model of the process by which satisfaction and attitudinal loyalty – with commitment and affective loyalty as its antecedents – enhance behavioural loyalty.Results confirm that attitudinal loyalty significantly affects behavioural loyalty and that satisfaction plays a marginal role.

2006 - Il marketing come funzione di intermediazione della conoscenza. Alcune esperienze nel sistema moda [Relazione in Atti di Convegno]
Marchi, Gianluca; Martinelli, Elisa; Nardin, Giuseppe
abstract

Il lavoro, dopo aver definito un quadro teorico capace di interpretare le specifiche modalità con cui il tema del knowledge management si pone in rapporto alla creazione congiunta di conoscenze in un sistema di relazioni tra imprese, si pone l'obiettivo di formulare un modello interpretativo che consenta di ricostruire l’insieme dei processi inter-organizzativi e delle informazioni di cui si alimenta l’attività di creazione di nuovi prodotti nell’industria dell’abbigliamento, e di descrivere la composizione della rete cognitiva che sostiene tali processi, il contenuto e la forma delle conoscenze scambiate, le attività e i processi di knowledge management implicati nella creazione dell’innovazione di prodotto. L’analisi identifica il valore delle conoscenze generate nel rapporto tra gli operatori a valle della filiera (clienti e intermediari commerciali) e imprese di produzione, concentrandosi sui processi di produzione e acquisizione della conoscenza all’interno di tali relazioni e sul ruolo specifico assolto dal marketing come intermediario cognitivo e connettore relazionale. L’ultima parte del lavoro è infine dedicata alla delineazione della metodologia e dei risultati dell’indagine empirica svolta tramite l’analisi di alcuni casi di aziende dell’industria italiana dell’abbigliamento. La trattazione si conclude evidenziando le principali implicazioni teoriche e manageriali emerse dallo studio.

2005 - Attitudinal and behavioural loyalty in a retailing context: some preliminary results [Relazione in Atti di Convegno]
Gabrielli, Veronica; Galli, Giovanna; Grappi, Silvia; Martinelli, Elisa
abstract

The theoretical and empirical perspectives suggested in this work are focused on loyalty construct, its dimensions and determinants. Indeed, numerous previous studies on brand-consumer relationship have been focused on loyalty concept, investigating its attitudinal and behavioural components. Customer satisfaction has been identified as a key determinant of loyalty, even though not the only one. In these studies, satisfaction is supposed to be able to preserve relationships with customers and, consequently, to improve loyalty. This kind of studies, however, has hardly ever been referred to the theoretical background suggested by relational marketing. The relational marketing contribution is generally embedded in industrial vertical connections (BtoB). On the contrary this work aims to identify and analyse the relational loyalty components in retailer-consumer dyad. In particular, the study aims to obtain two objectives: the first one is to empirically demonstrate the multidimensional nature of loyalty construct; the second one is to investigate the causal relationship between psychological and behavioural loyalty dimensions.

2005 - La fedeltà del consumatore al punto vendita: determinanti di natura cognitiva ed affettiva [Relazione in Atti di Convegno]
Gabrielli, Veronica; Galli, Giovanna; Grappi, Silvia; Martinelli, Elisa
abstract

La prospettiva di studio contenuta in questo lavoro è principalmente incentrata sul concetto di fedeltà, sulle sue componenti e sulle sue determinanti. Molteplici lavori, prevalentemente focalizzati sul rapporto marca-consumatore finale, hanno infatti concentrato la sistematizzazione teorica e l’indagine sperimentale sul concetto di fedeltà, con le sue componenti attitudinale e comportamentale, sulle sue determinanti e sui possibili strumenti di misurazione. La soddisfazione del consumatore è stata spesso identificata come una determinante chiave, sebbene non l’unica, in grado di supportare il mantenimento dei rapporti con la clientela e quindi di fidelizzarla. Questi lavori, pur avendo approfondito il tema della fedeltà del cliente hanno raramente fatto riferimento al bagaglio concettuale proposto dal marketing relazionale, producendo schemi concettuali e di analisi sperimentale del tutto autonomi. L’intenzione che muove il lavoro, quindi, è quella di individuare le componenti relazionali insite nel costrutto di fedeltà. In particolare l’indagine si concentra sulla diade retailer – acquirente, più volte auspicata come ambito privilegiato a cui estendere i risultati ad oggi ottenuti dalla scuola relazionale in un contesto BtoB o di canale verticale di marketing.Il lavoro si propone dunque tre obiettivi. Il primo è quello di fornire evidenza empirica a supporto dell’ipotesi che la fedeltà del cliente è un costrutto multidimensionale costituito di componenti sia psicologiche che comportamentali. Il secondo è quello di verificare in che misura le dimensioni psicologiche della fedeltà del cliente possano essere considerate determinanti della dimensione comportamentale in un contesto retailer-consumer. Il terzo obiettivo è quello di stimare l’influenza esercitata dagli strumenti comunicativi nella formazione delle dimensioni psicologiche e comportamentali della fedeltà.

2004 - L'utilizzo del web nelle imprese commerciali al dettaglio di beni d'abbigliamento [Capitolo/Saggio]
Martinelli, Elisa; Vignola, Marina
abstract

Il contributo si propone di analizzare l’impatto che l’utilizzo del canale elettronico origina sul ruolo e sul posizionamento delle imprese commerciali al dettaglio tradizionalmente operanti nel canale fisico. Nello specifico, lo studio è finalizzato ad indagare le attuali e potenziali modalità di utilizzo del canale virtuale da parte delle principali aziende di distribuzione al dettaglio di beni di abbigliamento presenti nel panorama italiano. Internet si propone come strumento che consente di potenziare la capacità delle imprese commerciali di relazionarsi con i propri interlocutori presenti sia nei mercati di approvvigionamento (B2B) che nei mercati di sbocco (B2C). Dal primo punto di vista, la rete può infatti essere utilizzata dai distributori commerciali per la ricerca di nuovi fornitori (e-sourcing), per negoziare le condizioni di acquisto (e-procurement) e/o per conferire ed evadere ordini (e-supply) al fine di ottenere economie nei costi d’acquisto, migliorare le relazioni commerciali a monte e/o razionalizzare i processi. Nel rapporto a valle il web può invece essere impiegato sia come possibile ulteriore canale di vendita rispetto alla rete fissa con finalità di sviluppo del fatturato aziendale, sia come strumento di marketing volto a promuovere l’offerta assortimentale nonché a sostenere la diffusione ed il consolidamento del brand d’insegna. Ne discende la necessità di adeguare le strategie di marketing agli ambiti virtuali, al fine di sfruttare e sviluppare gli effetti sinergici tra il canale on line e quello off line. Capire le potenzialità che tale strumento offre e i limiti che esso presenta, da un lato, l’intensità, le modalità e le finalità con cui le imprese distributive ne fanno uso nell’ambito delle proprie strategie commerciali e di marketing, dall’altro, sono pertanto temi di grande interesse non solo per la letteratura economica, ma anche per la pratica operativa corrente. In questo contesto, la ricerca, dopo avere brevemente illustrato modalità ed implicazioni derivanti dall’utilizzo del canale elettronico da parte delle imprese di distribuzione al dettaglio tradizionalmente operanti nei canali distributivi fisici in generale, si focalizza sui distributori di beni di abbigliamento per porne in evidenza peculiarità e criticità derivanti anche dalla specificità del prodotto commercializzato. In particolare vengono approfondite, con una metodologia di tipo qualitativo, le strategie d’approccio al web e le modalità di utilizzo dello stesso da parte dei due maggiori gruppi distributivi italiani di beni di abbigliamento: Gruppo Rinascente e Gruppo Coin.

2004 - La presenza web delle imprese manifatturiere del comparto abbigliamento intimo femminile [Capitolo/Saggio]
Martinelli, Elisa
abstract

Il contributo mira ad analizzare le forme di presenza ed utilizzo del web da parte delle imprese di produzione di un particolare comparto del settore abbigliamento, l’intimo femminile. Il web si presenta oggi come strumento potenzialmente utile al consolidamento e sviluppo del business delle imprese del comparto, sia come ulteriore canale di comunicazione a sostegno del brand aziendale, che come possibile canale di vendita da gestire attentamente per non generare fenomeni di cannibalizzazione tra marchi e ledere i rapporti con il trade. Nasce pertanto l’esigenza di evidenziarne lo stato attuale d’utilizzo e le possibili modalità d’impiego future nel comparto oggetto d’indagine.Al fine di conseguire tali obiettivi conoscitivi, dopo avere illustrato sinteticamente le caratteristiche strutturali ed evolutive del settore indagato, delineando l’evoluzione nei modelli d’acquisto e le correlate risposte dell’offerta manifatturiera e distributiva del comparto, si presentano i risultati della ricerca empirica. Il primo livello di indagine ha utilizzato un approccio quantitativo basato su un’analisi di tipo desk volta a fornire un quadro generale dell’utilizzo del web all’interno del comparto in oggetto, al fine di identificare la tipologia di presenza prevalente in rete, relativamente ad imprese italiane. Questa fase ha rappresentato l’antecedente in base al quale individuare i casi di presenza on-line più significativi all’interno del panorama nazionale su cui poi articolare la seconda parte del lavoro di ricerca, ovvero un’analisi qualitativa volta ad individuare i fattori critici per avere successo on-line nel comparto indagato. Nello specifico, si è approfondito l’approccio web del gruppo La Perla, al fine di evidenziare le strategie di posizionamento on-line dello stesso e le possibili aree di conflitto tra i molteplici canali distributivi utilizzati dal gruppo per la commercializzazione dei propri prodotti. L’esperienza web del gruppo La Perla rappresenta, a nostro giudizio, un caso estremamente interessante ai fini della ricerca in oggetto, in quanto consente di esemplificare le possibili forme di utilizzo del web nel settore indagato. L’azienda osservata impiega infatti la rete virtuale, sia come strumento informativo e relazionale a sostegno del brand, sia come canale di vendita a supporto dello sviluppo del fatturato. Da quest’ultimo punto di vista, l’esperienza aziendale è particolarmente significativa al fine di comprendere le potenziali aree di conflitto tra canali e le modalità per la loro gestione. La Perla ha infatti deciso di articolare la sua presenza web su due siti: un sito vetrina ed un sito, autonomo e distinto, di vendita on-line. Le modalità di implementazione di questo approccio e le relative potenzialità vengono pertanto attentamente analizzate, traendone interessanti spunti di riflessione che le considerazioni conclusive hanno cura di evidenziare.

2003 - Food retailers and financial services in the UK: a co-opetitive perspective [Articolo su rivista]
Martinelli, Elisa; Sparks, L.
abstract

The financial services sector operates in a turbulent environment. The availability offinancial services for customers has grown considerably, with providers encompassing retailersthrough to specialists. Food retailers in particular are the non-financial sector key movers in themarket change underway. Within this context, this paper aims to provide a framework toconsider the operational, strategic and relational issues concerned with the entry of British foodretailers into the financial services sector. It explores in particular the service provisionrelationships between large food retailers and financial institutions, suggesting that this is a caseof co-opetition, a concept which refers to the concomitant presence of competition and cooperationin a relationship. Promoters and inhibitors leading to a co-opetitive relationshipinvolvement are examined.

2003 - Format e attributi rilevanti di servizio nel comparto della ristorazione e dell’intrattenimento: un’analisi di attrattività sul centro storico di Modena [Relazione in Atti di Convegno]
Galli, Giovanna; Martinelli, Elisa
abstract

Il paper discrive l'attrattività dei format di erogazione di servizi di ristorazione sulla base degli attributi rilevanti individuati dall'utenza reale e potenziale

2003 - How does the district look from outside? The role of place-based communication strategies in international markets [Abstract in Atti di Convegno]
Marchi, Gianluca; Martinelli, Elisa
abstract

The paper aims to explore image-building strategies developed by industrial district firms and collective agents operating within local systems. As globalisation increases, the ability to projecta positive, identity-congruent industrial district image may be a crucial competitive factor at an international level. Through in-depth interviews with Sassuolo district senior managers, togetherwith secondary source information, we explore the ceramic tile sector’s communication strategies, with particular reference to place-branding policies, and implications for district firms’competitiveness. First results provide evidence for an under-estimation of the importance of the district image as an exogenous competitive factor. Rationales for these limitations are explored.

2003 - Is the provision of financial services by grocery retailers an effective means of enhancing customer loyalty? [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

The increasing level of competition faced by grocery retailers is leading them to differentiate their range of goods and services in order to acquire customer loyalty. One way is product augmentation. The provision of financial services in-store is an example of this strategy. The existing literature has mainly analysed the retailers’ provision of financial services in terms of its implications for the bank-retailer relationship in terms of competition/co-operation between the two players (Worthington and Harbisher 1997; Alexander and Pollard 2000; Martinelli and Sparks 2003), ignoring the implications for the retailer-customer relationship, as highlighted by Martinelli (2002).Within this context, the paper presents the results of empirical research intended to determine whether the provision of financial services by grocery retailers can enhance customer loyalty. In order to fulfil this goal, a survey was conducted on a sample of retailers' customers. The methodology employed a structured questionnaire which aimed to investigate the major behavioural and cognitive indicators of customer loyalty. The interviews were conducted in France. This economic context was chosen because of French retailers' high level of evolution in the provision of financial services to their customers. However, despite this market's individual features, the results can be extended to other contexts. esults prove the presence of behavioural customer loyalty, but a weak correlation with cognitive customer loyalty. The findings are discussed together with managerial implications.

2002 - Determinants of customers’ satisfaction in financial services: a comparison between banks and grocery retailers [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

The paper presents the results of empirical research aimed at exploring at the competitiveness of grocery retailers compared to conventional banks in retailing Financial Services (FS) to customers. This goal is achieved by identifying the determinants of customers’ satisfaction/dissatisfaction with FS through the Critical Incident Technique (CIT) as the methodology of research. Analysis of the data allowed the identification of specific categories of positive and negative incidents, which are described and examined. Major results give proof that grocers satisfy customers mainly with regard to the core service, while banks are perceived as the institutional providers of the relationship attributes of service. The findings are discussed, as well as the managerial and competitive implications.

2002 - Grocery retailers retailing financial services: a critical incident technique analysis [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

The paper presents the results of empirical research aimed at exploring the sources of customers’ satisfaction/dissatisfaction in financial services provided by grocery retailers. These are identified through the Critical Incident Technique (CIT) as the methodology of research. Personal interviews to retailers’ customers gathered positive and negative incidents. Nine categories were then identified: Value for Money, Personnel, Trust, Information, Promotion, Discrimination, Credit, Process and Recovery. The key findings show that grocers satisfy customers on the core service (“Credit” and “Value for Money”), but dissatisfy them as concerns the technical conditions’ effectiveness in the financial services’ provision system (“Process”) and the recovery operations (“Recovery”). Results are discussed as well as managerial implications.

2002 - Servizi finanziari a marchio del distributore e customer loyalty: esiste una correlazione? [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

L’acuirsi del confronto competitivo intra-settoriale porta le imprese distributive grocery ad utilizzare strategie di differenziazione dell’insegna volte ad acquisire la customer loyalty. La tendenza ad ampliare i propri assortimenti con prodotti non-core è da intendersi all’interno di questo approccio. Ne è prova la crescente offerta di prodotti finanziari a marchio del distributore. In questo contesto l’articolo presenta i risultati di una ricerca sperimentale di tipo quantitativo volta a determinare se i servizi finanziari offerti dai distributori grocery all’interno dei propri punti vendita abbiano una correlazione ed influenza sul livello di fedeltà dei propri clienti, inteso nella sua duplice dimensione comportamentale e cognitiva. I risultati ottenuti danno prova di un effettivo maggior livello di fedeltà comportamentale, ma di una debole correlazione con la fedeltà cognitiva. Ne derivano interessanti implicazioni scientifiche e manageriali.

2002 - Soddisfazione del consumatore nella fruizione di servizi finanziari: banche e distributori grocery francesi a confronto. Un'analisi di Critical Incident Technique [Relazione in Atti di Convegno]
Martinelli, Elisa; Resta, F.
abstract

Il sistema distributivo francese, a cui quello italiano si ispira, si presenta tra i più evoluti a livello europeo. L'elevato grado di maturità settoriale raggiunto si esplicita anche nelle politiche di diversificazione adottate dai principali distributori grocery operanti su tale mercato. Già dagli anni '80, essi hanno infatti iniziato ad offrire servizi finanziari nei propri punti vendita, costituendo le cosiddette “banche di gruppo commerciale”. Ci riferiamo ai casi di: Carrefour con S2P, Casino con Banque Casino, Intermarchè con Banque Chabrières o Leclerc con Banque Edel. Si è venuta così a creare una competizione con gli operatori istituzionali. In questo contesto, l’articolo si propone di presentare i risultati di una ricerca empirica volta ad indagare il livello di competitività delle banche dei gruppi commerciali rispetto alle istituzioni finanziarie tradizionali nell’offerta di servizi finanziari al dettaglio. Tale obiettivo viene raggiunto individuando le fonti di soddisfazione/insoddisfazione espresse dai consumatori di servizi finanziari erogati da entrambi gli attori sopra citati. La metodologia di ricerca utilizzata per conseguire questo scopo è stata individuata nella C.I.T. (Critical Incident Technique), che consiste in un insieme di procedure specifiche che raccolgono osservazioni dirette sui comportamenti umani e li classificano in modo da poterli utilizzare per la soluzione di problemi pratici. Ne discendono interessanti indicazioni sulla logica diversa organizzazione dei sistemi di erogazione del servizio finanziario tra banche e distributori grocery e sull’esistenza di fonti di soddisfazione/insoddisfazione del consumatore estremamente differenziate. Alcune importanti implicazioni manageriali sono quindi estrapolate.

2001 - Category management issues and the introduction of new products in grocery retailers' assortments [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

Increasing competition is leading major grocery retailers to improve the effectiveness of their offer’s differentiation adopting an assortment planning’s approach based on the concept of product category. In this framework, the paper aims to investigate merchandise category’s definition criteria and the real level of adoption and implementation of the “category management philosophy” in some of the most important Italian grocery retailing firms, with particular attention to the implications concerning the introduction of new products. This was revealed through an empirical research based on in-depth interviews with senior managers, aimed to identify the retailer’s rationality behind product categories’ definition and composition.

2001 - Italian grocery retailers retailing financial services [Abstract in Atti di Convegno]
Martinelli, Elisa
abstract

The need for differentiation and customer loyalty, driven by necessity to cope with an increasingly competitive environment, such as the retail industry’s, is leading major Italian grocery retailers to widen their basic offer with non-core products. Among these products, financial services are acquiring increasing importance. In this framework, the paper describes the different ways in which Italian grocery retailers are currently providing financial services into their outlets. Building joint ventures or entering into business agreements with financial institutions; setting up in-store banking experiences; directly running financial subsidiaries, grocery retailers are actually entering the financial services sector. In this way, the industry’s boundaries are changing, bringing to a different positioning and role of the organisations involved. Specifically, the paper states a modification in the conventional bank-retailer relationship from a transactional to a co-operative or potentially competitive point of view. This was revealed through an empirical work on the businesses involved based on face-to-face interviews, whose results will be closely listed and examined.

2000 - Logiche di category management e criteri di introduzione di nuovi prodotti nella G.D.O.: una verifica empirica [Working paper]
Martinelli, Elisa
abstract

L'articolo indaga, da un punto di vista empirico, le logiche di applicazione e l'effettivo grado di pervasività che l'implementazione del category management ha avuto nelle imprese della GDO grocery in Italia. Nello specifico, il contributo cerca di analizzare le logiche ed i criteri in base ai quali tali aziende definiscono le categorie merceologiche ed inseriscono nuovi prodotti all'interno dei loro assortimento, assegnando correlativamente un certo posizionamentoo in-store. Fine ultimo è esplorare l'impatto di tali scelte sulle decisoni del produttore industriale che voglia vedere refenziato un nuovo prodotto sugli scaffali della GDO. A questo scopo si riportano i riusltati emersi da un'analisi qualitativa basata su un questionario semi-strutturato somministrato a responsabili di categoria di alcune delle principali insegne di GDO operanti sul territorio nazionale. I risultati evidenziano che quando si inseriscono nuovi prodotti in assortimento, soprattutto se particolarmente innovativi nella funzione d’uso/occasione di consumo, si creano spesso nuove categorie piuttosto che inserirli in categorie preesistenti, generando notevoli problemi di categorizzazione e conseguente collocamento a scaffale per il distributore, nonché difficoltà di lettura ed individuazione in punto vendita da parte del consumatore. In questi casi si opta per una strategia di aggiustamenti successivi, con test in punti vendita selezionati dove il prodotto innovativo è collocato in spazi espositivi pregiati, in cui le politiche promo-pubblicitarie, i suggerimenti ed il sostegno attivo dell’industria nel posizionamento del prodotto sono ancora decisamente rilevanti e particolarmente apprezzati dal distributore, a volte addirittura determinanti della decisione di referenziamento. In generale, però, la collaborazione con i fornitori industriali, altro caposaldo della filosofia di category management, è ancora molto limitata. Per prodotti nuovi e di nicchia, che non ricoprono una importanza strategica primaria per il distributore che possiede adeguate competenze di marketing, il profilo di collaborazione con il produttore potrebbe invece risultare piuttosto rilevante. Al fornitore industriale può essere affidato un ruolo di rack jobber, cioè di gestore di tutte le leve operative della categoria assumendosi al contempo il rischio relativo al raggiungimento dei target economici prestabiliti, in modo che il distributore possa concentrare i propri sforzi e risorse a categorie di maggiore rilevanza strategica . Bisogna però tenere in considerazione che le marche di nicchia possono anch’esse assumere un ruolo strategico rilevante per l’impresa di distribuzione grocery in quanto permettono di differenziare il servizio offerto al consumatore. Tale affermazione è tanto più vera quanto più il prodotto commerciale diventa standardizzato e simile ad una commodity indifferenziata. La forza delle marche di nicchia risiede infatti nell’eccellenza qualitativa, nell’esaltazione dell’attributo di specialità del prodotto, nel localismo inteso come capacità di risposta ai gusti ed alle esigenze di particolari segmenti di consumatori. In questi casi, pertanto, il produttore dovrebbe affiancare il proprio marketing a quello del distributore per migliorare insieme la performance di categoria.

2000 - The provision of financial services in retailers' outlets: a case-study of relationship marketing between a retailer and a bank through a co-branded credit card [Relazione in Atti di Convegno]
Martinelli, Elisa
abstract

The increasing level of competition in the Italian grocery market is leading major retailers to widen their product and service offer, in order to achieve differentiation and customer loyalty. Amongst the products that retailers are adding to their basic range, financial services are acquiring increasing importance, even if it is only very recently Italian retailing firms have started offering financial services in their outlets. The paper describes a case-study of co-operation between a grocery retailer, Conad, and a bank, Banca Antonveneta, with regard to the issue of a credit card branded by the former, “Carta Insieme Più Conad”. The results both firms have achieved in running the credit card together bear witness to the evolution of the relationship from a transactional to a relationship marketing approach. In fact, the bank/retailer-client relationship, initially limited to a single transaction (co-branding), is now extended to the entire range of banking needs of the retailer. This was revealed through interviews with both parties, where relationship variables (cultural similarities; mutual benefits; goals compatibility; reciprocity; trust; confidence; commitment; etc.) emerge as crucial. As a result, the paper outlines how the provision of financial services in the retailer's outlets is leading Conad to gain positive results not only in terms of strong customer loyalty and profitability, but also a closer relationship with the banker partner able to optimise the overall retailer’s financial management.

1999 - Nuove problematiche della distribuzione commerciale [Capitolo/Saggio]
G. C., Bianchini; Martinelli, Elisa
abstract

Il contributo analizza il commercio al dettaglio in sede fissa in provincia di Modena al fine di individuarne le aree di criticità anche alla luce dell'introduzione della nuova legislazione commerciale (Decreto Bersani 1998). E' in particolare il confronto interprovinciale che emerge, con focus sulla consistenza e le problematiche che le strutture distributive situate in "aree critiche" - centri storici; fascia pedemontana e montana - incontrano. Lo studio si concentra sulla piccola e media impresa in particolare. Una proposta di arricchimento del sistema informativo locale viene infine formulata.

1999 - The evolution of relationships between grocery retailers and financial institutions [Relazione in Atti di Convegno]
Martinelli, Elisa; L., Sparks
abstract

Increasing competition, deregulation, disaggregation and disintermediation in the financial services sector have lead to a multi-channel financial system that paves the way to the entry of new actors. Among the new entrants, retailers seem to present some special characteristics, enabling them to offer an increasingly wide range of basic financial services. For this purpose, they are building strategic alliances with traditional financial institutions, aware of the growing complexity of doing business alone. As a consequence, their conventional relationships with, and the role of, financial institutions have been modified. In this framework, the aim of the paper is to explore which sorts of relationships between grocery retailing firms and financial institutions exist. Inferring if they are successful or not is our ultimate goal. This intent requires a different approach to the topic: no more a bank-company/retailer-client perspective, but a new viewpoint aimed at blending the two concepts of competition and co-operation in “co-opetition”. In this way, the work sets the ground for its next stage (which is beyond this paper), namely empirical work on the businesses involved.