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Communities of Consumption and Made in Italy


  • Eleonora Di Maria
  • Vladi Finotto


The interest towards the role of user communities in innovation has grown among scholars and practitioners. Research has explored the role of communities in high-tech and medium-tech industries with a focus on innovation in the functional dimension of products. Less attention has been devoted to user communities' contribution in industries such as fashion, where innovation is much more related to communication and aesthetics. This paper provides a preliminary set of concepts and working hypotheses regarding the contribution of communities to the non-functional dimension of product innovation in low-tech industries and to the relationship between user involvement in brand communities and their incentives to contribute to innovation both tangible and intangible. The paper discusses two case studies of Made in Italy enterprises that refer to communities for their innovation strategies.

Suggested Citation

  • Eleonora Di Maria & Vladi Finotto, 2008. "Communities of Consumption and Made in Italy," Industry and Innovation, Taylor & Francis Journals, vol. 15(2), pages 179-197.
  • Handle: RePEc:taf:indinn:v:15:y:2008:i:2:p:179-197 DOI: 10.1080/13662710801954583

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    References listed on IDEAS

    1. Bingley, Paul & Westergaard-Nielsen, Niels, 2004. "Personnel policy and profit," Journal of Business Research, Elsevier, vol. 57(5), pages 557-563, May.
    2. Klepper, Steven, 2001. "Employee Startups in High-Tech Industries," Industrial and Corporate Change, Oxford University Press, vol. 10(3), pages 639-674, September.
    3. Constance E. Helfat & Marvin B. Lieberman, 2002. "The birth of capabilities: market entry and the importance of pre-history," Industrial and Corporate Change, Oxford University Press, vol. 11(4), pages 725-760, August.
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    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Atle Hauge, 2011. "Sports Equipment: Mixing Performance with Brands – the Role of the Consumers," Chapters,in: Brands and Branding Geographies, chapter 6 Edward Elgar Publishing.
    2. Beatrice D'Ippolito, 2014. "The importance of design for firms' competitiveness: a review of the literature," Working paper serie RMT - Grenoble Ecole de Management hal-00936947, HAL.
    3. Hajli, Nick & Sims, Julian, 2015. "Social commerce: The transfer of power from sellers to buyers," Technological Forecasting and Social Change, Elsevier, vol. 94(C), pages 350-358.
    4. Hajli, Nick & Sims, Julian & Zadeh, Arash H. & Richard, Marie-Odile, 2017. "A social commerce investigation of the role of trust in a social networking site on purchase intentions," Journal of Business Research, Elsevier, vol. 71(C), pages 133-141.
    5. Bettiol, M & Di Maria, E & Finotto, Vladi, 2012. "Marketing in smes: the role of entrepreneurial sensemaking," MPRA Paper 39405, University Library of Munich, Germany.


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