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Il ruolo delle risorse e delle competenze organizzative dell?impresa nell?utilizzo e implementazione del web 2.0: il caso delle imprese della strada dell?olio in Umbria

Author

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  • Ilaria Broncanello
  • Massimiliano Tremiterra

Abstract

Il lavoro si inserisce nell?ambito del dibattito sull?utilizzo e implementazione del web 2.0 e sui requisiti necessari in ambito di progettazione strategica per le PMI, in termini di risorse e competenze organizzative, per la realizzazione di un Business Model di successo. Finalit? ? fornire un supporto empirico, nell?ambito degli studi dello strategic management nell?era Web 2.0, attraverso un Case Study che costituisce una best practice onweb avviata in Umbria. Il caso ? il risultato di azioni integrate per rendere concreta la presenza delle imprese sul web tramite l?utilizzo di risorse presenti nel territorio. Il paper ha finalit? conoscitivo-esplorative e si avvale di metodologie d?indagine qualitativa. La chiave di lettura proposta attraverso l?indagine empirica combina due prospettive: risorse e competenze e business model innovation.

Suggested Citation

  • Ilaria Broncanello & Massimiliano Tremiterra, 2015. "Il ruolo delle risorse e delle competenze organizzative dell?impresa nell?utilizzo e implementazione del web 2.0: il caso delle imprese della strada dell?olio in Umbria," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 105-131.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-004006
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    References listed on IDEAS

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    2. Percarlo Ceccarelli, 2009. "Internet Marketing. Web 2.0 nella comunicazione integrata," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2009(1), pages 145-156.
    3. Kraaijenbrink, Jeroen & Spender, JC & Groen, Aard, 2009. "The resource-based view: A review and assessment of its critiques," MPRA Paper 21442, University Library of Munich, Germany.
    4. Fabio Musso, 2010. "Le nuove frontiere del marketing internazionale fra approccio strategico, contestualizzazione e interculturalit?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2010(4), pages 15-19.
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    Cited by:

    1. Francesca Pucciarelli & Chiara Giachino & Bernardo Bertoldi & Davide Tamagno, 2019. "A small world experiment in the digital era: Can sWOM be used by start uppers to reach a target?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2019(1), pages 103-120.

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