Heritage marketing is defined as the set of tools that companies use to exploit brand heritage, with the main objective of building and maintaining a competitive advantage. This research aims to answer questions: what are the tools and strategies used by Italian companies to gain a competitive advantage from their brand heritage? What is the attitude of Italian companies towards the use of these strategies and instruments in the international market? The first part of the thesis constitutes an in-depth review of the existing literature, starting from the concept of brand and the role of the branding process: these are the bases on which the construct of the brand heritage is then defined and the elements that characterize it, for then deepen the concept of heritage marketing with a description of its role in corporate communications. Finally, a picture of the current use of heritage marketing strategies is reported within Italian companies and the impact of the "Made in Italy" brand on foreign markets. The methodology chosen for the study is that of a multiple-case study, therefore the second part of the research investigates the structure of the heritage marketing strategy of 9 Italian iconic brands: Pastificio Lucio Garofalo SpA, Barovier & Toso Vetrerie Artistiche Riunite Srl, Barilla Group SpA, Ducati Motor Holding SpA, Montenegro Srl, Fiat Chrysler Automobiles NV, Bonomelli Srl, Olivetti SpA, Illycaffè SpA. The empirical analysis was carried out by collecting both primary and secondary data. Interviews were conducted with the managers responsible - or directly involved - in the strategic choices related to heritage marketing in each organization. In particular, the semi-structured interviews consisted of 16 open questions relating to the strategies, objectives and tools of heritage marketing. The interviews were conducted in person via VoIP technology for a total of 524 minutes and 19 seconds - about 9 hours - of digital recordings and 87 pages of transcriptions of double spaces. The interviews were all re-checked by the authors and sent back to the managers for feedback and additions, where necessary. The secondary data were instead collected from corporate websites, Museimpresa, articles, monographs and sector reports. The transcripts of the interviews and secondary materials were read independently, looking at the contextual meaning of the text, drawing on conventional open and axial coding techniques used in qualitative research. The last part of the thesis consists in a preliminary classification of heritage marketing strategies, starting from the objectives that the companies wish to pursue. In particular, three objectives have been identified (brand authenticity, brand recall and brand consistency), which allow the presentation of the different strategies through a mapping along two dimensions: the focus of the heritage marketing strategy (the product or the company itself) and the level of complexity of the strategy.
Lheritage marketing è definito come l'insieme di strumenti che le aziende utilizzano per sfruttare il brand heritage, con l'obiettivo principale di costruire e mantenere un vantaggio competitivo. La presente ricerca ha l'intento di rispondere alle domande: quali sono gli strumenti e le strategie impiegati dalle aziende italiane per trarre un vantaggio competitivo dal proprio brand heritage? Qual è l'attitudine delle aziende italiane verso l'utilizzo di tali strategie e strumenti nel mercato internazionale? La prima parte della tesi costituisce unapprofondita revisione della letteratura esistente, partendo dal concetto di brand e dal ruolo del processo di branding: queste sono le basi su cui viene poi definito il costrutto del brand heritage e gli elementi che lo caratterizzano, per poi approfondire il concetto di heritage marketing con una descrizione del suo ruolo allinterno delle comunicazioni corporate. Infine, viene riportata una fotografia dellattuale utilizzo di strategie heritage marketing allinterno di aziende italiane e dellimpatto del Made in Italy brand sui mercati stranieri. La metodologia scelta per lo studio è quella di un multiple-case study, per cui la seconda parte della ricerca indaga la struttura della strategia di heritage marketing di 9 brand iconici italiani: Pastificio Lucio Garofalo S.p.A., Barovier & Toso Vetrerie Artistiche Riunite S.r.l., Barilla Group S.p.A., Ducati Motor Holding S.p.A., Montenegro S.r.l., Fiat Chrysler Automobiles N.V., Bonomelli S.r.l., Olivetti S.p.A., Illycaffè S.p.A. L'analisi empirica è stata effettuata raccogliendo sia dati primari che secondari. Sono state effettuate interviste ai manager responsabili - o direttamente coinvolti - delle scelte strategiche relative allheritage marketing in ciascuna organizzazione. In particolare, le interviste semi-strutturate consistevano in 16 domande aperte relative a strategie, obiettivi e strumenti dellheritage marketing. Le interviste si sono svolte di persona tramite la tecnologia VoIP per un totale di 524 minuti e 19 secondi - circa 9 ore - di registrazioni digitali e 87 pagine di trascrizioni di spazi doppi. Le interviste sono state tutte ricontrollate dagli autori e rinviate ai manager per feedback e integrazioni, ove necessario. I dati secondari sono stati invece raccolti da siti Web aziendali, Museimpresa, articoli, monografie e report di settore. Le trascrizioni delle interviste e i materiali secondari sono stati letti in modo indipendente, guardando il significato contestuale del testo, attingendo convenzionali tecniche di codifica aperti e assiali utilizzati nella ricerca qualitativa. Lultima parte della tesi consiste in una classificazione preliminare delle strategie di heritage marketing, a partire dagli obiettivi che le aziende desiderano perseguire. In particolare, sono stati identificati tre obiettivi (brand authenticity, brand recall e brand consistency), che permettono di presentare le diverse strategie tramite una mappatura avente come dimensioni il focus della strategia di heritage marketing (il prodotto o lazienda stessa) e il livello di complessità della strategia.
Classificazione delle strategie di heritage marketing all'interno di aziende Italiana longeve: una prospettiva nazionale e internazionale
SACCO, FEDERICA
2018/2019
Abstract
Heritage marketing is defined as the set of tools that companies use to exploit brand heritage, with the main objective of building and maintaining a competitive advantage. This research aims to answer questions: what are the tools and strategies used by Italian companies to gain a competitive advantage from their brand heritage? What is the attitude of Italian companies towards the use of these strategies and instruments in the international market? The first part of the thesis constitutes an in-depth review of the existing literature, starting from the concept of brand and the role of the branding process: these are the bases on which the construct of the brand heritage is then defined and the elements that characterize it, for then deepen the concept of heritage marketing with a description of its role in corporate communications. Finally, a picture of the current use of heritage marketing strategies is reported within Italian companies and the impact of the "Made in Italy" brand on foreign markets. The methodology chosen for the study is that of a multiple-case study, therefore the second part of the research investigates the structure of the heritage marketing strategy of 9 Italian iconic brands: Pastificio Lucio Garofalo SpA, Barovier & Toso Vetrerie Artistiche Riunite Srl, Barilla Group SpA, Ducati Motor Holding SpA, Montenegro Srl, Fiat Chrysler Automobiles NV, Bonomelli Srl, Olivetti SpA, Illycaffè SpA. The empirical analysis was carried out by collecting both primary and secondary data. Interviews were conducted with the managers responsible - or directly involved - in the strategic choices related to heritage marketing in each organization. In particular, the semi-structured interviews consisted of 16 open questions relating to the strategies, objectives and tools of heritage marketing. The interviews were conducted in person via VoIP technology for a total of 524 minutes and 19 seconds - about 9 hours - of digital recordings and 87 pages of transcriptions of double spaces. The interviews were all re-checked by the authors and sent back to the managers for feedback and additions, where necessary. The secondary data were instead collected from corporate websites, Museimpresa, articles, monographs and sector reports. The transcripts of the interviews and secondary materials were read independently, looking at the contextual meaning of the text, drawing on conventional open and axial coding techniques used in qualitative research. The last part of the thesis consists in a preliminary classification of heritage marketing strategies, starting from the objectives that the companies wish to pursue. In particular, three objectives have been identified (brand authenticity, brand recall and brand consistency), which allow the presentation of the different strategies through a mapping along two dimensions: the focus of the heritage marketing strategy (the product or the company itself) and the level of complexity of the strategy.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/11371