0000000000207942
AUTHOR
Mario Tani
showing 5 related works from this author
Click and drive: Consumer attitude to product development: Towards future transformations of the driving experience
2016
Purpose – The purpose of this paper is to supply indications that may be useful in the process of development of new products that fully exploit the value potential of Internet of Things (IoT) technologies in the automotive industry. To this aim, the authors investigate how applications of the IoT to smart vehicles are perceived by consumers and describe different ways to increase their satisfaction. Design/methodology/approach – After a literature review focused on IoT and consumer behaviour in the automotive industry, the authors apply the Kano model to find the drivers for achieving customer satisfaction with new product developments in smartcars. Findings – Automotive companies need to…
The Role of Equity Crowdfunding Campaigns in Shaping Firm Innovativeness: Evidence from Italy
2023
PurposeThis paper aims to contribute to the scientific debate concerning the impact of equity crowdfunding on the performance of crowdfunded firms after campaigning. To this aim, the purpose of this paper is to investigate the relationship between the characteristics of the campaign and the subsequent firm innovativeness.Design/methodology/approachThis study adopts a quantitative research approach to evaluate if the entrepreneurial choices affecting the characteristics of the equity crowdfunding campaigns have an impact on the post-campaign firm innovativeness.FindingsThe results of the models show that the campaign characteristics have a direct impact on the firm innovativeness, both in te…
Place brand as an emergent property: The case of Vascitour and Naples
2019
In this paper, by adopting a systemic framework, we argue that place's adaptive connotation be considered as a mere result of endogenous processes but as a viable system that will remain viable if it can continue to answer the needs of its numerous heterogeneous internal and external socio-economic agents. Place can be seen as a complex adaptive system characterized by a more or less planned evolution, driven by both top-down and bottom-up processes, and composed of various interconnecting parts that, at the same time, can be seen as wholes at different levels as an holoarchy. The model of the holoarchy allows to consider the place as the result of both planned and spontaneous relationships…
Marketing Archetypes: Applying Jungian Psychology to Marketing Research
2016
In the current situation of growing information overload, individuals are gradually becoming less sensitive to traditional marketing communications. For this reason, traditional marketing research models are no longer capable of giving useful insights to management. This calls for new approaches that can grasp the inner meaning of consumer behaviors and evaluate their relevance. To this end, a new multidisciplinary approach is needed to interpret complex behavioral patterns so as to gain deeper and more effective insights into customers and to understand their behavioral patterns. In this paper, following a short introduction to the basic concepts of Jung's analytical psychology and their r…
Place Marketing and Management: A Complex Adaptive Systems View. The Strategic Planning of the City of Avellino, Italy
2016
The objective of this work is to contribute to place management and marketing studies by looking at the territory, as a complex adaptive system aiming to reach a dynamic equilibrium—a steady state. According to this approach, the territorial system emerges as a result of its capacity, its social actors and governance, and the analysis, creation and maintenance of relationships—the dynamics—between the territory components, both tangible and intangible ones, and its many and varied stakeholders. These relational dynamics produce continuous and reciprocal adaptive behaviours among social actors who determine, influence, and adapt the vision of the territory. Through an interdisciplinary appro…