New retail concept founded by Oscar Farinetti in 2007 in collaboration with Slow Food. Its original formula allows consumers to be active participants in an innovative food and beverage experience where they shop, taste and learn about high quality traditional Italian food products and beverages along with local produce and artisanal products.
Published in Chapter:
Actor Engagement in Service Ecosystems: Innovating Value Co-Creation in Food Retail
Roberta Sebastiani (Università Cattolica, Italy) and Francesca Montagnini (Università Cattolica, Italy)
Copyright: © 2020
|Pages: 21
DOI: 10.4018/978-1-7998-1412-2.ch018
Abstract
The actor engagement concept highlights the reciprocal, social, and collective nature of engagement, aimed at enhancing value co-creation processes in service ecosystems. This chapter explores the evolution of the service ecosystem in retailing contexts, with the development of new retail formulas derived from the effective interaction between corporate stances and engaged actors, in particular customers, social movements, and suppliers. In the analysis, the authors focus on two interlinked cases: Eataly, a new venture that emerged from a mutual organizational commitment between corporate power and the Slow Food social movement; FICO-Eataly World, the subsequent evolution of Eataly, which derived from the reshaping of the service ecosystem due to increasing supplier engagement in the retail format. Eataly and FICO represent interesting settings to better understand how forms of resource integration can occur, how and to what extent the community and corporate stances mutually adjust during the value co-creation process, and how a service ecosystem can evolve as a result of actor engagement.