Marketing Orientation Embedding Internet Capability as Best Practice for Medium-Sized Global Firms: Some Evidence From a Medium-Sized Italian Fashion Retailer

Marketing Orientation Embedding Internet Capability as Best Practice for Medium-Sized Global Firms: Some Evidence From a Medium-Sized Italian Fashion Retailer

Maria Giovanna Tongiani (University of Pisa, Italy) and Claudia Burchielli (University of Pisa, Italy)
DOI: 10.4018/978-1-5225-5784-5.ch006

Abstract

Contemporary competition in the distribution sector is becoming increasingly more cut-throat and consumers have multiple channels to choose from for making their purchases, each with different characteristics and practical methods. The objective of this work is to obtain information and identify the elements that allow for highlighting the ability of the medium-sized retailers who use the web and the social media to expand their own reference markets. The information will be acquired by means of interviews with Italian and international (USA and UK) customers of a medium Italian global fashion retailer. The analyses of the results will provide useful indications concerning the marketing activities for the medium retailer firms operating in the global market. This approach is followed by future research directions and a conclusion.
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Background With Literature Review Of Retailer Characteristics With Their Marketing Activities And Digitalization Strategies

In this section, authors examine contributions made by literature to the three different areas of interest:

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