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Il marketing territoriale tra industry co-opetition e societing. Un progetto sperimentale nell?agroalimentare

Author

Listed:
  • Paola Signori
  • Ilenia Confente

Abstract

Il paper si propone di illustrare come un progetto di marketing territoriale possa essere declinato a strumento che abbia ricadute oltre i classici obiettivi di valorizzazione del territorio e di sviluppo economico, riuscendo a garantire la vitalit? di un sistema. A tal fine, l?impostazione teorica deriva dall?incrocio dei nodi cruciali di filoni paralleli di ricerca, riguardanti oltre al marketing territoriale, anche i concetti di funzionamento tipici della collaborazione verticale (Supply Chain Management) e orizzontale (Industry collaboration, Co-opetition), e i segnali provenienti dalle nuove frontiere del Societing (ricadute di efficacia sociale). Tali osservazioni sono state applicate in un progetto sperimentale nel settore dell?agroalimentare dell?area metropolitana vicentina.

Suggested Citation

  • Paola Signori & Ilenia Confente, 2011. "Il marketing territoriale tra industry co-opetition e societing. Un progetto sperimentale nell?agroalimentare," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(3), pages 85-103.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2011-003006
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