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Web e Made in Italy: la terra di mezzo della comunicazione d'impresa


  • Vladi Finotto
  • Stefano Micelli


Nonostante la diffusione del web 2.0 abbia alimentato grandi aspettative, la sua adozione da parte delle imprese del made in Italy è ancora ridotta. Gli autori ritengono che questa distanza sia dovuta alla natura specifica degli spazi di comunicazione in rete. L’analisi di quattro casi suggerisce che il presidio degli spazi di comunicazione del web 2.0 avvenga in contesti aziendali caratterizzati da quattro elementi: elevata propensione imprenditoriale; capacità di sviluppare discorsi originali intorno ai temi centrali per le comunità di riferimento; l’avvicendamento generazionale; lo stimolo delle figure professionali più creative.

Suggested Citation

  • Vladi Finotto & Stefano Micelli, 2010. "Web e Made in Italy: la terra di mezzo della comunicazione d'impresa," MERCATI E COMPETITIVIT, FrancoAngeli Editore, vol. 2010(4), pages 101-119.
  • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2010-004007

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    Cited by:

    1. Marco Cioppi, 2013. "The role of web communication to enhance the value of retail trade in small cities," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 127-145, December.


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