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Innovazione commerciale e crescita delle imprese nei settori tradizionali

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  • Sandro Trento

In questo lavoro si considera il ruolo delle innovazioni commerciali intese come marchio, spese in pubblicità , individuazione di nuovi canali distributivi etc. nella crescita delle imprese operanti in settori tradizionali. L'esperienza di rapida crescita di molte imprese come ad esempio IKEA mostra come le dinamiche virtuose, più che su puri avanzamenti tecnologici, siano in larga parte da attribuire ad appropriate strategie competitive incentrate sull'innovazione commerciale in grado di rafforzare il legame tra le imprese e i mercati serviti. Nelle politiche industriali quindi non sempre è appropriato puntare su incentivi alla sola innovazione tecnologica, nei settori maturi. Particolarmente interessante è l'esperienza dell'Agenzia NUTEK svedese che sostiene le innovazioni ad elevato impatto commerciale.

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Paper provided by Department of Computer and Management Sciences, University of Trento, Italy in its series DISA Working Papers with number 0801.

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Length: 19 pages
Date of creation: May 2008
Date of revision: 18 Jun 2008
Handle: RePEc:trt:disawp:0801
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