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Communities of Consumption and Made in Italy


Author Info

  • Eleonora Di Maria
  • Vladi Finotto


The interest towards the role of user communities in innovation has grown among scholars and practitioners. Research has explored the role of communities in high-tech and medium-tech industries with a focus on innovation in the functional dimension of products. Less attention has been devoted to user communities' contribution in industries such as fashion, where innovation is much more related to communication and aesthetics. This paper provides a preliminary set of concepts and working hypotheses regarding the contribution of communities to the non-functional dimension of product innovation in low-tech industries and to the relationship between user involvement in brand communities and their incentives to contribute to innovation both tangible and intangible. The paper discusses two case studies of Made in Italy enterprises that refer to communities for their innovation strategies.

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Bibliographic Info

Article provided by Taylor & Francis Journals in its journal Industry and Innovation.

Volume (Year): 15 (2008)
Issue (Month): 2 ()
Pages: 179-197

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Handle: RePEc:taf:indinn:v:15:y:2008:i:2:p:179-197

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Related research

Keywords: Consumer communities; brand communities; innovation; Made in Italy;


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  1. repec:hal:gemwpa:hal-00936947 is not listed on IDEAS
  2. repec:hal:wpaper:hal-00936947 is not listed on IDEAS
  3. Bettiol, M & Di Maria, E & Finotto, Vladi, 2012. "Marketing in smes: the role of entrepreneurial sensemaking," MPRA Paper 39405, University Library of Munich, Germany.


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