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Imprese calzaturiere e competitivit? nel mercato mondiale: il caso di una media luxury brand company

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  • Gian Luca Gregori
  • Silvia Cardinali
  • Meri Travaglini

Abstract

Il presente lavoro si pone l?obiettivo di studiare le strategie di marca e di marketing attuate dalle medie imprese italiane dinanzi all?emergere della crisi economica globale. Mediante l?analisi del caso Cesare Paciotti, gli Autori intendono approfondire la tematica nell?ambito del settore moda e, in particolare, del comparto delle calzature. Lo studio si avvale di una ricerca di tipo qualitativo con finalit? esplorative realizzata attraverso la metodologia del longitudinal case study. I principali risultati evidenziano la centralit? delle scelte competitive relative alla strategia di marca che hanno consentito alla Cesare Paciotti di trasformarsi da impresa calzaturiera a luxury brand company internazionale e di supportare lo sviluppo del business anche in un periodo di congiuntura negativa.

Suggested Citation

  • Gian Luca Gregori & Silvia Cardinali & Meri Travaglini, 2013. "Imprese calzaturiere e competitivit? nel mercato mondiale: il caso di una media luxury brand company," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(3), pages 151-168.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-003009
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    References listed on IDEAS

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    1. Valentina De Marchi & Eleonora Di Maria, 2015. "Eco-innovazione, relazioni di fornitura e implicazioni per la comunicazione nelle piccole imprese: un focus sulla moda italiana," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 87-104.
    2. Michela C. Mason & Andrea Moretti & Francesco Raggiotto, 2017. "Service Quality, Behavioural Intentions and Lipstick effect. Evidence from a Masstige context," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(2), pages 123-147.

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