IDEAS home Printed from https://ideas.repec.org/a/fan/mcmcmc/vhtml10.3280-mc2013-003007.html
   My bibliography  Save this article

Marketing e strategie competitive in un settore turbolento: il caso eden viaggi

Author

Listed:
  • Tonino Pencarelli
  • Simone Splendiani
  • Mauro Dini

Abstract

Eden Viaggi è una media impresa pesarese operante nel settore dei viaggi organizzati, settore da considerarsi turbolento sia per l’innata instabilità che lo caratterizza sia per le conseguenze della negativa congiuntura economica globale. Negli ultimi anni (2008-2012), nonostante la forte contrazione della domanda domestica, l’azienda ha conseguito positive performance, attraverso l’adozione di condotte strategiche capaci di coniugare la presenza in segmenti di ampie dimensioni come in nicchie di mercato, differenziando le strategie competitive in base ai contesti competitivi presidiati. Strategie basate perlopiù sull’innovazione di prodotto, sull’elevata qualità dei servizi e sul rapporto fiduciario con il trade (la rete di agenzie), che le hanno permesso di affrontare in modo proattivo la crisi.

Suggested Citation

  • Tonino Pencarelli & Simone Splendiani & Mauro Dini, 2013. "Marketing e strategie competitive in un settore turbolento: il caso eden viaggi," MERCATI E COMPETITIVIT, FrancoAngeli Editore, vol. 2013(3), pages 107-126.
  • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-003007
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=49210&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: http://www.francoangeli.it/riviste/inglese_download_credit.asp

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Simone Guercini, 2005. "Marketing imprenditoriale, marketing manageriale e conoscenza di mercato del vertice d'impresa," MERCATI E COMPETITIVIT, FrancoAngeli Editore, vol. 2005(1).
    2. Aurelio G. Mauri, 2007. "Yield management e rapporti con la clientela, la distribuzione e i dipendenti nel settore turistico alberghiero," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2007(2), pages 363-388.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-003007. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Angelo Ventriglia). General contact details of provider: http://www.francoangeli.it/riviste/sommario.asp?IDRivista=125 .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.