Passion is one the most observed phenomena in the entrepreneurial process. While most of the literature on this topic focuses on aspects linked to the individual emotional process, studies ...acknowledging the role of passion as a driver of entrepreneurship and lifestyle migration are scarce. This article aims to bridge this gap through framing lifestyle entrepreneurs who migrate due to their desire to pursue higher skills in their passion domain and to share the culture that pervades their migration destination. As a key antecedent of the lifestyle entrepreneur, passion can also create a true passion collective. Sharing passion with others is an important driver of the emergence of new cultural-social activities and networks of passionate people, today a vital resource for many entrepreneurs and businesses. Passion also provides the lifestyle entrepreneur with access to networks and the opportunity to interact with actors, resources, and activities embedded in the passion network. In this paper, we adopt a qualitative methodology using a single-case study of a lifestyle entrepreneur of a lutherie in an important Italian district. Creative districts provide an excellent setting to contribute to the field of passion, as ventures are mainly established as a result of the entrepreneurs’ passion and love for their business activities that are at the heart of their life choices.
The paper's main purpose is to analyse newness and heritage, and what form it may take, in the context of university spin-offs (USOs). The empirical research is based on two cases of USOs generated ...from an Italian university. The case analysis provides an in-depth investigation of the conditions under which newness can be considered an asset rather than a liability, and sheds light on the role of heritage and how it is related to newness in spin-offs originating in an academic setting. The paper contributes to the literature on whether newness is to be considered a liability or an asset and enhances our understanding of heritage in the context of USOs. The study is also relevant to industrial marketing literature, as it addresses newness and heritage in business networks and affords the potential to better understand the two concepts and how they are linked. The paper demonstrates the existence of an interplay between heritage and newness that is manifest in the mitigating effects of the dimensions of heritage on those of newness: when the degree of heritage (in its various dimensions) is significant, the effects of newness are limited in terms of changes to the existing network, and vice versa.
•The paper analyses the interplay between heritage and newness, namely the mitigation effects of heritage on newness.•Findings are based on the discussion of two case studies on university spin-offs from an Italian University.•When the dimensions of heritage are largely present, newness as changes to the existing network is limited, and vice versa.•Under certain conditions newness becomes an asset, and its relevant dimension is the novelty of products or services.•Heritage concerns market access, reputation and credibility developed in interaction with the parent organization.
Purpose
The purpose of this paper is to identify the defining characteristics of the extreme luxury fashion business model (ELFBM) and the relationship between this business model and the process of ...firm internationalization. The paper examines the potentially positive outcomes of differences and distances in the internationalization process of extreme luxury fashion companies.
Design/methodology/approach
The paper presents and discusses the data collected during a five-year case analysis of an Italian luxury company. The main characteristics of the business model are identified in terms of products, manufacturing and sourcing, distribution channels, marketing communications and overall characteristics of consumers. The internationalization process is described, with a focus on the Russian market as an emblematic case, highlighting the role of distances – geographic, psychic and cultural – and liabilities, namely foreignness and outsidership in the international expansion of the firm.
Findings
The findings of this paper highlight the main features and specific traits of the ELFBM characterized by a global and unique approach to the offer. This business model has in its origin the demand from certain foreign markets, and the elements of the country of origin of the firms coexist and are enhanced by the presence of specific characteristics of the destination countries in terms of niche consumers with economic and cultural characteristics and a strong perception of “Made in” and luxury goods.
Originality/value
The paper contributes to previous studies on the relationships between business models and internationalization. It provides a framework for the “ELFBM,” in which internationalization is a constitutive element of a specific business model rather than a strategy for a business model already defined. Examining the positive side of differences and distances in the internationalization process of firms adopting such business model, the paper contributes to the international business theory and practice. It also expands research on luxury fashion defining an international company which is under-investigated, the extreme luxury fashion company, and the elements that constitute its business model.
We contribute to the business network literature by presenting and introducing a radical constructivist research approach, in which we foreground sharing the context of an actor's understanding of ...interaction. We elaborate the approach by illuminating the problematic issue of boundaries in business network research. We conceptualize boundaries as inter-action spaces and times where differences are created, maintained and changed in a physical-social setting. We make a distinction between boundaries and borders, with the latter being simply representations. We undertake a review of select realist and social constructivist business network literature to distinguish and elaborate the potential of a radical constructivist perspective, as an alternative approach. The approach appears most useful when the researcher and interview participant do not have a convergent understanding of the research phenomenon. Further, a radical constructivist approach is eminently suitable for settings where inter-action conditions and content are changing, for example in times of crisis or network change. We present the metaphors of castles and frontiers, as illustrative research tools suitable for a radical constructivist study of boundaries in business networks.
•Presents a radical constructivist perspective for researching business networks.•Distinguishes between boundary as a setting and border as a representation.•Elaborates distinctions between boundary and border according to research perspectives.•In line with a radical constructivist focus on contexts, suggests the metaphors of castle and frontier as research tools.
This guest editorial article introduces a special issue devoted to the results, paradoxes, and potentialities emerging from the growing interest within the marketing and management research in the ...sustainability of fashion and luxury companies. While there has been extensive discussion of the meaning and forms of sustainability in the literature, the consistency of the models and behaviors applied to sustainability adopted by companies, and the results achieved in a field as important as fashion and luxury marketing, have not been verified. The articles in the special issue are briefly discussed, with some conclusions about the main results emerging from the various research studies. The five articles in this special issue seek to contribute to research that systemizes new models and tools that may be useful for practitioners and marketing researchers working in this field.
New marketing in fashion e-commerce Guercini, Simone; Bernal, Pedro Mir; Prentice, Catherine
Journal of global fashion marketing,
01/2018, Letnik:
9, Številka:
1
Journal Article
Recenzirano
Odprti dostop
This paper introduces a special issue devoted to the emergence of new marketing models and tools within a fashion e-commerce context. Despite the importance of physical stores, in recent years, we ...have witnessed substantial development regarding the electronic trade in fashion products. In effect, fashion products represent a major category within e-commerce and have witnessed the development of a "new" form of online marketing. Special attention should be paid to the internationalization of e-commerce within the fashion industry. New models and tools have emerged in relation to: the technology/consumption interface and the strategies of the different players within the business sector; the integration of online and offline fashion marketing; the impact of new IT technologies and new marketing on preexisting fashion marketing policies, such as customization; and the role of new emerging players such as fashion bloggers and influencers. In this period of change, new and traditional marketing tools co-exist. The five articles in this special issue seek to contribute to research whose aim is to systemize new models and tools that may be useful for practitioners and marketing researchers working in this field.
PurposeThis paper examines the relationship between marketing automation emergence and the marketers' use of heuristics in their decision-making processes. Heuristics play a role for the integration ...of human decision-making models and automation in augmentation processes, particularly in marketing where automation is widespread.Design/methodology/approachThis study analyzes qualitative data about the impact of marketing automation on the scope of heuristics in decision-making models, and it is based on evidence collected from interviews with twenty-two experienced marketers.FindingsMarketers make extensive use of heuristics to manage their tasks. While the adoption of new automatic marketing tools modify the task environment and field of use of traditional decision-making models, the adoption of heuristics rules with a different scope is essential to defining inputs, interpreting/evaluating outputs and control the marketing automation system.Originality/valueThe paper makes a contribution to research on the relationship between marketing automation and decision-making models. In particular, it proposes the results of in-depth interviews with senior decision makers to assess the impact of marketing automation on the scope of heuristics as decision-making models adopted by marketers.
This paper looks at the relations between the rise of emerging markets and the store openings of marketers from advanced countries. It focuses on the retail operations of Italian fashion brands that ...have opened sales points in order to gain entry into foreign markets. The paper presents an analysis of an expressly developed database of 2,141 store openings by 311 Italian fashion brands in 322 cities in 82 countries over the period 2006-2015. The analysis highlights a shift of brands stores openings from the developed countries toward emerging markets and discusses the impact of such trend and its relations with the heterogeneity of the firms and markets involved. Some propositions are then formulated regarding the consequences for brand marketers in the developed nations of this ongoing shift of wealth towards the emerging countries.
This paper aims at depicting the status of research on heuristics in the international business domain to understand the main topic areas in which heuristics are addressed and delve into the types of ...heuristics used by managers and entrepreneurs when dealing with international business activities. These are characterized by a high degree of uncertainty, drawing attention on the adoption of heuristics for decision-making. To this aim, the paper systematically reviews studies published in top-ranked international business journals between 1997 and 2018. The systematic literature review shows that the main research areas in which heuristics are developed concern foreign market entry, post-entry international expansion, foreign market selection, and international entrepreneurship. The paper also discusses the type of heuristics that are utilized by decision-makers when dealing with the uncertainty related to the internationalization process. The results of this study show that the international business literature develops the concept of heuristics in very various ways, tending to develop a plurality of approaches, without recurring or dominant forms. It is, however, possible to identify the types of heuristics and heuristically-based decisions, and a significant subset of the analyzed studies show a positive view on their effectiveness in the uncertainty of internationalization processes.
Purpose
– The purpose of this paper is to deliver an introduction to the Special Issue on new qualitative research methodologies in management.
Design/methodology/approach
– The reasons of interest ...for the object of this Special Issue are explained through the discussion of a selected literature. Technological and sociological changes are considered as a source of new problem and new opportunities for management and management research. The traditional methods are put under strain by these changes and epistemological implications are considered.
Findings
– New qualitative methodologies analyzed in the Special Issue are characterized by drivers including hybridization with others methods, both qualitative and quantitative. New methods can contribute to reduce distance between researcher's and practitioner's context.
Originality/value
– A frame to analyze the new qualitative management research through the papers published in the Special Issue.
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