Monograph

L'innovazione nei servizi

I percorsi di innovazione nel retailing basati sul vertical branding
  • Raffaele Donvito,

This study looks at the topic of innovation in the services with specific focus on retailing. By linking up with the theoretical models for services in general, the work takes into consideration the distinctive characteristics of the innovative processes at the level of retail distribution. Attention is centred around the innovative relational phenomena based on "vertical branding" strategies, in which product brand and retail brand constructs overlap, giving rise to innovative arrangements. Thus two of the main relational dimensions of contemporary retailing are investigated, namely, sales outlet and brand, through which business-customer relationships are realized and consolidated. On the basis of this theoretical perspective, the author proposes a key for interpreting the processes of relational innovation in retailing, quoting the results of a first empirical application of the proposed model in specialized retail.

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Raffaele Donvito

University of Florence, Italy - ORCID: 0000-0002-5135-2538

Raffaele Donvito is tenured researcher in economics and business management at the University of Florence Faculty of Economics. He is adjunct professor in business internationalization on the Business Governance and Management degree course as well as lecturer in Introduction to Marketing at the New York University Stern School of Business. He is also on the editorial boards of international marketing journals.
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  • Publication Year: 2012
  • Pages: 132

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  • Publication Year: 2012

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  • Publication Year: 2012
  • Pages: 132

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  • Publication Year: 2012

Bibliographic Information

Book Title

L'innovazione nei servizi

Book Subtitle

I percorsi di innovazione nel retailing basati sul vertical branding

Authors

Raffaele Donvito

Peer Reviewed

Number of Pages

132

Publication Year

2012

Copyright Information

© 2012 Author(s)

Content License

CC BY-NC-ND 3.0 IT

Metadata License

CC0 1.0

Publisher Name

Firenze University Press

DOI

10.36253/978-88-6655-247-5

ISBN Print

978-88-6655-246-8

eISBN (pdf)

978-88-6655-247-5

eISBN (epub)

978-88-6655-248-2

eISBN (xml)

978-88-9273-536-1

Series Title

Strumenti per la didattica e la ricerca

Series Issn ISSN

2704-6249

Series E-Issn

2704-5870

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