The innovation performance of research spin-offs and the moderating role of absorptive capacity

C

ONVEGNO

S

INERGIE

-S

IMA

2017

Value co-creation:

le sfide di management

per le imprese e per la società

Università di Napoli Federico II - Monte Sant’Angelo

Value co-creation:le sfide di management per le imprese e per la società

Napoli, 15-16 giugno 2017

Università degli Studi di Napoli “Federico II”

ISBN 97888907394-9-1

I Conference Proceedings sono pubblicati online sul portale di Sinergie

http://www.sinergiejournal.it

Progetto grafico della copertina

Giampiero Cherchi

© 2017 Fondazione CUEIM

Via Interrato dell’Acqua Morta, 26

37129 Verona

Convegno Sinergie - Sima 2017

Value co-creation: le sfide di management

per le imprese e per la società

15-16 giugno 2017

Conference Proceedings

Extended Abstract Volume

a cura di

Claudio Baccarani, Marco Frey, Gaetano M. Golinelli,

Alberto Pastore e Paolo Stampacchia

G

AETANO

M.

G

OLINELLI

Sapienza Università di Roma

C

LAUDIO

B

ACCARANI

Università di Verona

A

LBERTO

P

ASTORE

Sapienza Università di Roma

M

ARCO

F

REY

Scuola Superiore S. Anna di Pisa

Guest editor

P

AOLO

S

TAMPACCHIA

Università di Napoli Federico II

Coordinamento scientifico

M

ARTA

U

GOLINI

Università di Verona

G

ENNARO

I

ASEVOLI

Libera Università Maria SS. Assunta LUMSA, Roma

International coordination

A

NGELO

A.

C

AMILLO

Woodbury University, Los Angeles, USA

S

ANDRO

C

ASTALDO

Università Bocconi, Milano

Comitato d’onore

S

ERGIO

S

CIARELLI

Università di Napoli Federico II

L

UCIO

S

ICCA

Università di Napoli Federico II

Comitato scientifico

S

TEFANO

B

RESCIANI

Università di Torino

F

RANCESCO

C

ASARIN

Università Cà Foscari, Venezia

P

EGGY

C

HAUDHRY

Villanova School of Business, USA

E

VERT

G

UMMESSON

Stockholm University, Stockholm, Svezia

M

ICHAEL

H

AEINLEIN

ESCP Europe of Paris, Francia

C

HARLES

H

OFACKER

Florida State University, USA

M

ORTEN

H

USE

Witten/Herdecke Business School, Germania

E

UGENE

J

AFFE

Ruppin Academic Center, Emek, Tel Aviv, Israele

V

INCENZO

M

AGGIONI

Università della Campania Luigi Vanvitelli, Caserta

A

MEDEO

M

AIZZA

Università del Salento

A

NDREA

P

ACI

Università di Firenze

F

RANCESCO

P

OLESE

Università di Salerno

A

LFONSO

S

IANO

Università di Salerno

A

NTONELLA

Z

UCCHELLA

Università di Pavia

Comitato organizzatore locale

P

AOLO

S

TAMPACCHIA

(Presidente)

Università di Napoli Federico II

F

RANCESCO

C

ALZA

Università di Napoli Parthenope

L

UIGI

C

ANTONE

Università di Napoli Federico II

A

LESSANDRA

D

E

C

HIARA

Università di Napoli L’Orientale

M

ADDALENA

D

ELLA

V

OLPE

Università Suor Orsola Benincasa

C

LELIA

M

AZZONI

Università della Campania Luigi Vanvitelli, Caserta

C

RISTINA

M

ELE

Università di Napoli Federico II

M

AURO

S

CIARELLI

Università di Napoli Federico II

R

OBERTO

V

ONA

Università di Napoli Federico II

Redazione

F

EDERICO

B

RUNETTI

Università di Verona

P

AOLA

C

ASTELLANI

Università di Verona

N

ICOLA

C

OBELLI

Università di Verona

E

LENA

G

IARETTA

Università di Verona

C

HIARA

R

OSSATO

Università di Verona

F

RANCESCA

S

IMEONI

Università di Verona

F

EDERICO

T

ESTA

Università di Verona

V

ANIA

V

IGOLO

Università di Verona

Redazione scientifica e organizzativa

A

NGELO

B

ONFANTI

(Coordinatore)

Università di Verona

F

ABIO

C

ASSIA

Università di Verona

L

AURA

C

IARMELA

Sinergie

A

DA

R

OSSI

Sinergie

G

IAMPIERO

C

HERCHI

CUEIM

S

ABRINA

A

NDREASSI

D

AL

B

EN

CUEIM

sono riconoscenti ai Referee che hanno collaborato

al processo di peer review dei paper

T

INDARA

A

BBATE

Università di Messina

G

RAZIANO

A

BRATE

Università Del Piemonte Orientale

C

ARLO

A

MENTA

Università di Palermo

B

ARBARA

A

QUILANI

Università della Tuscia

C

AMILLA

B

ARBAROSSA

Sapienza Università di Roma

G

IANPAOLO

B

ARONCHELLI

Università di Bergamo

C

LARA

B

ASSANO

Università di Salerno

G

IUSEPPE

B

ERTOLI

Università di Brescia

F

RANCESCO

B

IFULCO

Università di Napoli Federico II

E

NRICO

B

ONETTI

Università degli Studi della Campania Luigi Vanvitelli

G

UIDO

B

ORTOLUZZI

Università di Trieste

S

TEFANO

B

RESCIANI

Università di Torino

G

IACOMO

B

UCHI

Saa Scarl

F

EDERICA

B

UFFA

Università di Trento

F

RANCESCA

C

ABIDDU

Università di Cagliari

M

ARIA

R

OSITA

C

AGNINA

Università di Udine

G

IUSEPPE

C

ALABRESE

Università di Foggia

M

ONICA

C

ALCAGNO

Università Cà Foscari

A

DRIANA

C

ALVELLI

Università di Napoli Parthenope

F

RANCESCO

C

ALZA

Università di Napoli Parthenope

R

OSSELLA

C

ANESTRINO

Università di Napoli Parthenope

L

UIGI

C

ANTONE

Università di Napoli Federico II

A

RTURO

C

APASSO

Università Del Sannio

A

NTONELLA

C

APRIELLO

Università Del Piemonte Orientale

S

ILVIO

C

ARDINALI

Università Politecnica Delle Marche

P

IER

P

AOLO

C

ARRUS

Università di Cagliari

E

LENA

C

ASPRINI

Scuola Superiore Sant'Anna

S

ANDRO

C

ASTALDO

Università Commerciale "Luigi Bocconi"

F

EDERICA

C

ECCOTTI

Sapienza Università di Roma

R

AFFAELE

C

ERCOLA

Università degli Studi della Campania Luigi Vanvitelli

M

ARA

C

ERQUETTI

Università di Macerata

A

NDREA

C

HIARINI

Università di Ferrara

M

ARIA

C

HIARVESIO

Università di Udine

F

RANCESCO

C

IAMPI

Università di Firenze

C

RISTIANO

C

IAPPEI

Università di Firenze

M

ARCO

C

IOPPI

Università di Urbino Carlo Bo

C

LAES

M

ARIE

-T

HERESE

University of Louvain

M

ARIA

C

OLURCIO

Università Magna Graecia di Catanzaro

E

NRICO

C

OTTA

R

AMUSINO

Università di Pavia

A

LESSANDRA

C

OZZOLINO

Sapienza Università di Roma

F

RANCESCO

C

RISCI

Università di Udine

G

UIDO

C

RISTINI

Università di Parma

M

ONICA

C

UGNO

Università di Torino

M

AREK

Ć

WIKLICKI

Cracow University of Economics

D

ANIELE

D

ALLI

Università di Pisa

P

ATRIZIA

D

E

L

UCA

Università di Trieste

G

IACOMO

D

EL

C

HIAPPA

Università di Sassari

M

ANLIO

D

EL

G

IUDICE

Link Campus University

V

ALENTINA

D

ELLA

C

ORTE

Università di Napoli Federico II

A

LBERTO

D

I

M

ININ

Scuola Superiore Sant’Anna di Pisa

R

AFFAELE

D

ONVITO

Università di Firenze

F

ABRIZIO

E

RBETTA

Università del Piemonte Orientale

S

ALVATORE

E

SPOSITO

D

E

F

ALCO

Sapienza Università di Roma

F

RANCESCA

F

AGGIONI

Università di Roma Tre

A

LBERTO

F

ALINI

Università di Brescia

S

ONIA

F

ERRARI

Università della Calabria

M

ARIA

A

NTONELLA

F

ERRI

Universitas Mercatorum

F

ABIO

F

ORLANI

Università di Perugia

V

INCENZO

F

ORMISANO

Università di Cassino e del Lazio Meridionale

E

DOARDO

F

ORNARI

Università di Parma

M

ARIANGELA

F

RANCH

Università di Trento

G

IOVANNI

F

RAQUELLI

Università del Piemonte Orientale

M

ARCO

F

REY

Scuola Superiore Sant’Anna di Pisa

L

ORIS

G

AIO

Università di Trento

M

ARCO

G

ALVAGNO

Università di Catania

E

RNESTINA

G

IUDICI

Università di Cagliari

A

LBERTO

G

RANDO

Università Commerciale "Luigi Bocconi"

G

IAN

L

UCA

G

REGORI

Università Politecnica delle Marche

S

IMONE

G

UERCINI

Università di Firenze

E

NRICA

I

ANNUZZI

Università di Foggia

G

ENNARO

I

ASEVOLI

Università Lumsa di Roma

A

NTONIO

I

AZZI

Università del Salento

A

NNA

R

ITA

I

RIMIAS

Università di Trento

F

RANCESCO

I

ZZO

Università degli Studi della Campania Luigi Vanvitelli

K

AFEL

T

OMASZ

Cracow University of Economics

B

EATRICE

L

UCERI

Università di Parma

G

IULIO

M

AGGIORE

Unitelma Sapienza

P

IERPAOLO

M

AGLIOCCA

Università di Foggia

A

NTONIO

M

AJOCCHI

Università di Pavia

A

NDREINA

M

ANDELLI

Università della Svizzera Italiana

U

MBERTO

M

ARTINI

Università di Trento

F

RANCESCA

M

ASCIARELLI

Università di Chieti e Pescara

M

ICHELA

C

ESARINA

M

ASON

Università di Udine

P

IERO

M

ASTROBERARDINO

Università di Foggia

M

ICHELA

M

ATARAZZO

Università del Sannio

A

LBERTO

M

ATTIACCI

Sapienza Università di Roma

A

URELIO

M

AURI

Libera Università di Lingue e Comunicazione IULM

A

LESSANDRA

M

AZZEI

Libera Università di Lingue e Comunicazione IULM

C

LELIA

M

AZZONI

Università degli Studi della Campania Luigi Vanvitelli

C

RISTINA

M

ELE

Università degli Studi di Napoli Federico II

G

AETANO

M

ICELI

Università della Calabria

L

AURA

M

ICHELINI

Università Lumsa di Roma

R

OBERTA

M

INAZZI

Università dell’Insubria

A

RABELLA

M

OCCIARO

L

I

D

ESTRI

Università di Palermo

M

ICHELE

M

ODINA

Università del Molise

A

NDREA

M

ORETTI

Università di Udine

A

LFONSO

M

ORVILLO

Irat-Cnr

M

ARIA

R

OSARA

N

APOLITANO

Università del Sannio

R

OBERTO

N

ELLI

Università Cattolica del Sacro Cuore

C

LAUDIO

N

IGRO

Università di Foggia

C

OSTANZA

N

OSI

Università Lumsa di Roma

A

NDREA

P

ACI

Università di Firenze

P

AOLA

P

ANICCIA

Università di Roma Tor Vergata

R

OBERTO

P

ARENTE

Università di Salerno

S

IMONETTA

P

ATTUGLIA

Università di Roma Tor Vergata

G

IOVANNA

P

EGAN

Università di Trieste

L

UCA

P

ELLEGRINI

Libera Università di Lingue e Comunicazione IULM

A

NNA

C

LAUDIA

P

ELLICELLI

Università di Torino

T

ONINO

P

ENCARELLI

Università di Urbino Carlo Bo

A

LESSANDRA

P

ERRI

Università Cà Foscari

L

UCA

P

ETRUZZELLIS

Università di Bari

P

AOLO

P

ICIOCCHI

Università di Salerno

A

NGELO

P

RESENZA

Università del Molise

T

OMMASO

P

UCCI

Università di Siena

A

NDREA

Q

UINTILIANI

Università Telematica Pegaso

M

ARCO

R

EMONDINO

Università di Genova

A

NTONIO

R

ENZI

Sapienza Università di Roma

R

ICCARDO

R

ESCINITI

Università del Sannio

A

NGELO

R

IVIEZZO

Università del Sannio

M

ARCO

R

OMANO

Università di Catania

S

TEFANIA

R

OMENTI

Libera Università di Lingue e Comunicazione IULM

A

NGELOANTONIO

R

USSO

Università Lum Jean Monnet

G

IUSEPPE

R

USSO

Università di Cassino e del Lazio Meridionale

I

VAN

R

USSO

Università di Verona

G

IUSEPPE

S

ANCETTA

Sapienza Università di Roma

M

ARCELLO

S

ANSONE

Università di Cassino e del Lazio Meridionale

S

AVINO

S

ANTOVITO

Università di Bari

M

ARIALUISA

S

AVIANO

Università di Salerno

F

RANCESCO

S

CHIAVONE

Università di Napoli Parthenope

M

ARIO

S

CICUTELLA

Università di Bari

P

AOLA

S

CORRANO

Università del Salento

A

LFONSO

S

IANO

Università di Salerno

P

IERPAOLO

S

INGER

Università di Salerno

M

ARIO

S

ORRENTINO

Università degli Studi della Campania Luigi Vanvitelli

S

IMONE

S

PLENDIANI

Università di Perugia

R

AFFAELLA

T

ABACCO

Università di Udine

G

IUSEPPE

T

ARDIVO

Università di Torino

A

NTONIO

T

ENCATI

Università di Brescia

F

RANCESCO

T

ESTA

Università del Molise

A

NDREA

T

RACOGNA

Università di Trieste

R

OBERTA

T

RESCA

Università di Chieti E Pescara

M

ARIAPINA

T

RUNFIO

Università di Napoli Parthenope

A

NNALISA

T

UNISINI

Università di Urbino

M

ARTA

U

GOLINI

Università di Verona

G

IANLUCA

V

AGNANI

Sapienza Università di Roma

M

ARIA

V

ERNUCCIO

Sapienza Università di Roma

T

IZIANO

V

ESCOVI

Università Cà Foscari

D

ONATA

V

IANELLI

Università di Trieste

M

ILENA

V

IASSONE

Università di Torino

S

ALVATORE

V

ICARI

Università Commerciale "Luigi Bocconi"

V

ITTORIA

M

ARINO

Università di Salerno

A

GOSTINO

V

OLLERO

Università di Salerno

Al Lettore,

questo volume accoglie i full paper del Convegno Sinergie-Sima 2017 Value co-creation: le sfide di

management per le imprese e la società, Università di Napoli Federico II, 15-16 giugno 2017.

Lo scopo del Convegno è discutere un punto di vista alternativo sul management che restituisca il

senso della complessità e della dinamicità dei fenomeni aziendali e sociali. Questa prospettiva è

proposta per sfuggire alla visione positivista e paradigmatica della scienza attraverso l’adozione di

un presupposto ontologico che vede il management agire in termini di creazione del valore,

co-creazione che si svolge in una realtà molteplice, costruita dagli attori e socialmente interdipendente.

Al fine di cogliere la complessità emergente, studi recenti sui mercati, sui comportamenti dei

consumatori, sulla strategia e sull’organizzazione delle imprese si sono affermati nelle scienze

sociali spingendo le aziende e gli studiosi ad andare oltre la miopia della visione neoclassica della

realtà come dato oggettivo e compiutamente conoscibile. C'è una richiesta di teorie e pratiche di

management basate su un approccio alla ricerca in cui le pratiche sociali - l'ordinamento delle

attività umane nello spazio e nel tempo - rendono il mondo continuamente costruito e ricostruito da

individui e gruppi in interazione con elementi non-umani (ambiente fisico, oggetti) per (co)-creare

valore reciproco.

Attraverso contributi teorici, analisi empiriche, esperienze e riflessioni sviluppate dal punto di vista

degli studi di management, il Convegno si propone quindi di esaminare modelli di co-creazione di

valore in grado di portare i ricercatori, i manager, i decisori, i professionisti e gli studenti ad una

comprensione più profonda del management nell’attuale contesto sociale ed economico in continuo

cambiamento.

Cari Lettori e Convegnisti,

il call for paper del Convegno Sinergie-Sima 2017 ha previsto la possibilità di presentare extended

abstract oppure full paper. In totale sono pervenuti in redazione 59 extended abstract e 86 full

paper.

Per gli extended abstract, la valutazione dei contributi ricevuti è stata operata dal Comitato

Scientifico in base alla coerenza con il tema del Convegno e alla chiarezza dei contenuti proposti.

Per i full paper, la procedura di valutazione dei contributi è stata condotta secondo il meccanismo

della peer review da parte di due referee anonimi, docenti universitari ed esperti dell’argomento,

scelti all’interno dell’Albo dei Referee della rivista Sinergie.

In particolare, i referee hanno seguito i seguenti criteri nella valutazione dei contributi:

- chiarezza degli obiettivi di ricerca,

- correttezza dell’impostazione metodologica,

- coerenza dei contenuti proposti con il tema/track del convegno,

- contributo di originalità/innovatività,

- rilevanza in relazione al tema/track del convegno,

- chiarezza espositiva,

- significatività della base bibliografica.

L’esito del referaggio ha portato a situazioni di accettazione integrale, accettazione con

suggerimenti e non accettazione. In caso di giudizio discordante la decisione è stata affidata alla

Direzione Scientifica. Ogni lavoro è stato poi rinviato agli Autori completo delle schede di

referaggio per la valutazione delle modifiche suggerite dai referee, verificate in seguito dalla

Redazione della rivista Sinergie.

A seguito del processo di valutazione sono stati accettati 76 degli 86 lavori proposti come full

paper. Di essi 64 sono accolti nel volume dedicato ai full paper mentre i restanti 12 in quello

dedicato agli extended abstract poiché valutati come contributi da sviluppare ulteriormente. Inoltre,

sono stati accettati 53 dei 59 extended abstract ricevuti.

I full paper e gli extended abstract sono pubblicati in due distinti volumi. In questo volume dedicato

ai full paper, i contributi accettati sono presentati in base all’appartenenza alle seguenti track:

- Business model innovation

- Conoscere il cliente per ricercarne l’engagement

- Co-creation in branding

- Brand co-creation e comunicazione di marketing

- Stakeholder engagement, well-being for customers and society

- Opportunità, risorse e competenze nell’economia digitale

- Innovation in practice

- Modelli di business aperti e collaborativi

- Discovering value along the value chain

- Customer engagement

- Il comportamento manageriale tra prassi e best practice

- Open and collaborative business models

- Management innovation

- La pluralità dei percorsi strategici per la co-creazione di valore

- Digital technology, a disruptive innovation for value creation and co-creation

- Shareholder, stakeholder e territorio per la produzione di valore

- L’innovazione possibile nelle imprese italiane

- Drivers of business and social performance

- Value co-creation in internal and external networks

- Merger & acquisition, financial value creation

- Value co-destruction: from threats to opportunities

Tutti i full paper di questo volume sono stati presentati e discussi durante il Convegno e pubblicati

online sul portale della rivista Sinergie (www.sinergiejournal.it).

Nel ringraziare tutti gli Autori per la collaborazione ci auguriamo che questo volume contribuisca a

fornire un avanzamento di conoscenze sulla co-creazione di valore e sulle connesse sfide di

management per le imprese e per la società.

I

NDICE

T

RACK

B

USINESS COMMUNICATION

CSR communication in corporate websites and different types of organizational legitimacy.

Some empirical evidence from a global perspective

pag.

3

A

GOSTINO

V

OLLERO

,

A

LFONSO

S

IANO

,

J

UELIN

Y

IN

Sustainable retailing: the role of store atmospherics on green trust

and green purchase intention

“

7

D

ILETTA

A

CUTI

,

V

IRGINIA

V

ANNUCCI

,

G

AETANO

A

IELLO

,

R

AFFAELE

D

ONVITO

Exploring entrepreneur’s digital storytelling in cultural and creative industries:

Jicheng case study

“ 11

Y

UHONG

Z

HOU

,

J

IE

Z

HANG

T

RACK

C

ONOSCERE IL CLIENTE PER RICERCARNE L

’

ENGAGEMENT

Revenue management and dynamic pricing:

tecnologie digitali e sinergie per il risk management

“ 15

S

ERGIO

S

ALOMONE

,

S

AVINO

S

ANTOVITO

,

R

AFFAELE

S

ILVESTRI

,

G

AETANO

M

ACARIO

T

RACK

C

O

-

CREATION IN BRANDING

Brand equity, trust and loyalty: A comparison between national brands and private labels

“ 23

S

ANDRO

C

ASTALDO

,

M

ONICA

G

ROSSO

Organizational perceived authenticity and employee empowerment to sustain

positive megaphoning for brand co-creation

“ 35

A

LESSANDRA

M

AZZEI

,

K

IM

J

EONG

-N

AM

,

Y

EONJA

L

EE

Sport: The new social media value co-creation

P

ATRIZIA

Z

AGNOLI

,

E

LENA

R

ADICCHI

“ 39

T

RACK

N

O PROFIT

&

BENEFIT CORPORATIONS

Social impact and online communication in B-Corp companies:

Evidence from EU and USA

B

RAND CO

-

CREATION E COMUNICAZIONE DI MARKETING

Endorsers as club of experts:

il ruolo dei professionisti del mountaineering nei processi di co-creazione

U

MBERTO

M

ARTINI

,

F

EDERICA

B

UFFA

pag. 55

L’importanza del web 2.0 nel marketing della ristorazione:

il caso dei ristoranti di Pesaro e Urbino

T

ONINO

P

ENCARELLI

,

M

ARCO

C

IOPPI

,

I

LARIA

C

URINA

,

F

ABIO

F

ORLANI

“ 59

La co-creazione di valore nelle online brand community: il caso Nespresso

M

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NNOVATION IN PRACTICE

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ODELLI DI BUSINESS APERTI E COLLABORATIVI

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in un circuito di moneta complementare. Il caso dell’ecosistema Sardex

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engagement e l’employee engagement: riflessioni dall’analisi della letteratura

M

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ALERIO

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ISCOVERING VALUE ALONG THE VALUE CHAIN

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una meta-sintesi degli studi empirici

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RRICHIELLO

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OMMASINA

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IANESE

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La hubris manageriale quale antecedente delle scelte d’internazionalizzazione:

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ASSIMO

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INCENZO

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IOVANNI

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ATTISTA

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AGNINO

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G

IANLUCA

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AGNANI

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un caso d’innovazione gestionale nel settore moda

S

AVINO

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AFFAELE

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ILVESTRI

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ERGIO

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PEN AND COLLABORATIVE BUSINESS MODELS

Co-creation value and collaborative governance:

Public and private interaction in the port city of Naples

L

UCIO

T

ODISCO

pag. 223

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and design thinking process. An exploratory study

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How strategic mindsets can sustain innovation capability and how they can eliminate it?

Z

OLTÁN

B

AKONYI

“ 235

Moving beyond CSR: The rise of the benefit corporations’ movement

A

NNAMARIA

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UAN

“ 239

T

RACK

L

A PLURALITÀ DEI PERCORSI STRATEGICI PER LA CO

-

CREAZIONE DI VALORE

Business model e co-creazione del valore: il caso Xelexia

T

ONINO

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ENCARELLI

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L

INDA

G

ABBIANELLI

,

E

MANUELA

C

ONTI

“ 247

La co-creazione di valore per l’innovazione del servizio sanitario:

il caso di una clinica nefrologica

S

ILVIA

C

OSIMATO

,

G

ENNARO

M

AIONE

,

D

EBORA

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ARNO

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ARLO

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ORRE

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ONDA

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ASSIMILIANO

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RANCIONI

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IGITAL TECHNOLOGY

,

A DISRUPTIVE INNOVATION

FOR VALUE CREATION AND CO

-

CREATION

Strategic management of industry 4.0. An exploratory research

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MIDIA

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AGNONI

“ 271

Digital technologies and value co-creation process in the maritime industry:

The FairWind project

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HIARA

C

ANNAVALE

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E

LENA

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AURENZA

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ONCETTA

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ETALLO

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GRIFOGLIO

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OCCO

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The co-evolution process in the internet of things sector:

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OBERTO

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ARENTE

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OSANGELA

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EOLA

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ALTER

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A literature review of e-commerce studies:

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T

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HAREHOLDER

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Service ecosystems: un approccio ‘sostenibile’ alle destinazioni turistiche

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UCA

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ARRUBBO

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REGUA

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RANCESCA

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I

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“ 309

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A literature review

M

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C

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“ 313

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G

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A

BRATE

,

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ENOZZI

“ 317

T

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L’

INNOVAZIONE POSSIBILE NELLE IMPRESE ITALIANE

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OBERTO

V

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N

ADIA

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TEFANO

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ANCINI

“ 325

La gestione dell’integrazione tra online e offline nella comunicazione di marketing:

evidenze empiriche nelle grandi imprese

M

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ERNUCCIO

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Le dinamiche di sviluppo delle piattaforme tecnologiche nel settore dei sistemi operativi

per smartphone

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ALVOSA

“ 339

Dall’inquadramento delle questioni delle co-creation nel Globo alla proposta di una nuova

versione di co-valuing tra imprese leader e individui-consumatori nei BtoC Occidentali

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RIVERS OF BUSINESS AND SOCIAL PERFORMANCE

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pag. 361

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ACQUISITION

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BUSINESS

COMMUNICATION

CSR communication in corporate websites and different types of organizational legitimacy.

Some empirical evidence from a global perspective

A

GOSTINO

V

OLLERO

,

A

LFONSO

S

IANO

,

J

UELIN

Y

IN

Sustainable retailing: the role of store atmospherics on green trust and green purchase intention

D

ILETTA

A

CUTI

,

V

IRGINIA

V

ANNUCCI

,

G

AETANO

A

IELLO

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AFFAELE

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ONVITO

Exploring entrepreneur’s digital storytelling in cultural and creative industries: Jicheng case study

Sinergie - Sima 2017 Conference Conference Proceeding

Value co-creation: management challenges for business and society ISBN 97888907394-9-1

15-16 June 2017 - University of Napoli Federico II (Italy) DOI 10.7433/SRECP.EA.2017.01

CSR communication in corporate websites and different types

of organizational legitimacy. Some empirical evidence

from a global perspective

A

GOSTINO

V

OLLERO*

A

LFONSO

S

IANO

J

UELIN

Y

IN

Objectives. Corporate social responsibility (CSR) communication has been widely recognized as an important

strategy to achieve different forms of organizational legitimacy and attract different types of resources from their stakeholders in order to survive and grow (Campbell, 2000; Moir, 2001; Palazzo and Scherer, 2006; 2011; Stratling, 2007). From the late Nineties, firms have been increasingly facing problems with society and their legitimacy has been constantly challenged (Palazzo and Scherer, 2006), also due to the explosion of different communication environments (Colleoni, 2013). The impact of these changes on different types of legitimacy has been analyzed with a special emphasis on communication dynamics and associated rhetoric approaches to CSR (Marquis and Qian, 2013; Schultz et al., 2013; Castelló and Galang, 2014). Despite these progresses in conceptualizing legitimacy in current contexts, research on concrete strategies used by firms remain limited, especially considering the upsurge of digital environments as “public spheres” (Papacharissi, 2002; Gallhofer et al., 2006) in which firms are continuously requested to present and justify their sustainability choices. This is also more important if we consider that “legitimacy management rests heavily on communication” (Suchman 1995, p. 586) and, thus, companies have been progressively developing different modes to “manage” and develop their legitimacy, especially through their online communications (Schultz et al., 2013; Seele and Lock, 2015). Castelló and Galang (2014) call for studies of intercontinental nature to evaluate if assumptions on different online communication strategies for legitimacy (and associated rhetorical approaches), empirically tested prevalently in Western economies, remain the same in the rest of world, and, particularly, in Asian context that have already shown different patterns (Chapple and Moon, 2005; Baughn et al., 2007; Visser, 2008; Kuznetsov et al., 2009; Kim and Moon, 2015). Furthermore, frameworks and methods for assessing the effectiveness of digital sustainability communication also remain limited (Gill et al., 2007; Wanderley et al., 2008; Tang et al., 2015), thus being unable to detect different legitimation approaches, associated rhetorical strategies and specific communication tools for CSR (Castelló and Galang, 2014; Seele and Lock, 2015).

The paper thus analyses cross-regional differences in communicating corporate social responsibility (CSR) as a tentative of pursuing different forms of legitimacy by firms. A comparison of online communication strategies of best-in-class firms in sustainability has been employed.

Methodology. By underpinning four rhetoric strategies used to gain the three different forms of legitimacy

(cognitive, moral and pragmatic) through CSR communication, OSEC model, a specific framework for quantitative content analysis of online sustainability communication, has been adopted to examine the legitimacy strategies of leading firms included in Dow Jones Sustainability Index (DJSI) and Hang Seng (Mainland and Honk Kong) Corporate Sustainability Index (HSMHSUS).

Specifically, OSEC model (Siano et al., 2016a, b) is an acronym derived from the initials of the four core dimensions of online sustainability communication (orientation, structure, ergonomics, content). In particular, the orientation (O) defines the core elements of the corporate identity in relation to sustainability. It consists of statements aimed at highlighting the core values and the business philosophy, oriented towards respecting the economic, social and environmental expectations of stakeholders (6 items). Structure” is constituted by two main sub-dimensions: - stakeholder engagement (sections of corporate website dedicated to stakeholders - 3 items and reported tools of stakeholder engagement - 6 items); corporate sustainability governance which detects, at a strategic level, the presence of the Sustainability Board and the operational functions or roles (2 items) and tools/resources of sustainable corporate identity (6 items). “Ergonomics” instead refers to the ability of the corporate website to ensure easiness in the navigation process and an appropriate fruition of content by users (5 sub-dimensions and 19 items). “Content” concerns the quantity and quality of dissemination of content on corporate sustainability issues. The sub-dimensions referring to the content concern “sustainability initiatives”, as defined by Porter and Kramer (2006), and the evaluation of the “principles of communication”, which should be respected in the formulation of the messages on the

*

Assistant Professor of Business Management - University of Salerno e-mail: [email protected] (corresponding author)

 _{Full Professor of Business Management - University of Salerno}

e-mail: [email protected]

 _{Associate Professor of Business Management - International Business School Suzhou - Xi'an Jiaotong-Liverpool University}

website (“visibility”; “clarity” “authenticity”; “accuracy”;“consistency”; “completeness”). The overall score is finally adjusted in relation to suspected greenwashing behaviours (Vollero, 2013; Siano et al., 2017) that have been discovered in corporate websites.

As for coding structure, going back and forth legitimacy theory and communication approaches to CSR, OSEC dimensions led to identify four main legitimation strategies, namely “institutional rhetoric”, “political rhetoric”, “dialogic rhetoric”, “strategic rhetoric”, that intersect the three known types of legitimacy, respectively cognitive, moral and pragmatic.This approach informed researchers for the encoding of corporate websites of firms included in sustainability indexes.

Findings. The results show significant differences both for total OSEC score and for each of its dimension (except

for Orientation), considering both six macro-regions (Asia, Europe, North America, South America, Oceania, Africa) or three macro-areas (EU/North America, ASIA, rest of the world). From post-hoc test these differences are attributable to the difference between Asia and Europe, and Asia and North America (OSEC ranking). As regards single OSEC dimensions, European firms seem to disclose their “sustainability structure” (i.e. governance structure and stakeholder engagement) better than Asia on their corporate websites. Moreover, both American and European firms communicate more effectively “sustainability content” than Asian companies.

In other terms, findings show that Asian firms are significantly less engaged in online sustainability communication than European and North American counterparts. Specifically, the most significant differences concern how they report their governance structure and stakeholder engagement, and how they disseminate content on corporate sustainability issues in line with principles of corporate communication. No difference instead has been found in “institutional rhetoric”, namely in how they disclose their orientation to sustainability. Asian firms thus seem less interested in pursuing moral and pragmatic legitimacy in comparison to their counterparts in Europe and North America. Conversely, European firms are the most committed in communicating sustainability as a means to gain moral legitimacy. These variations can be interpreted on the basis of different stakeholder expectations in Western and Asian contexts.

Research limits. The paper presents typical limitations of the content analysis. In terms of the categories of

analysis, this approach still presents various reliability risks, since the classification may be influenced by both the subjective assessments of the researchers in the various application stages and the coding instruments used.

Practical implications. The paper offers different insights that can help managers to evaluate different

communication strategies adopted by leading firms. It also suggest that different forms of legitimacy can be pursued using different communication approaches. In particular, the study indicates specific guidelines for both Western and Asian managers. To the former, the paper highlights the requisites of their online CSR communication to be aligned with best-in-class firms. To Asian managers, the study suggests which are CSR communication elements to be considered for gaining adequate differentiation from local competitors. This is even more important in Asian context in which moral legitimacy could play a decisive role in the next future.

Originality of the study. The study characterizes different modes of pursuing legitimacy through online

sustainability communication from a global perspective, an issue scarcely explored in previous studies. The study tests specific hypotheses on continent-level CSR communication activities. More generally, the comparative study can shed light on the larger attempt to understand changes brought by corporate sustainability as an important means to gain different forms of legitimacy.

Key words: Corporate social responsibility; Communication; Legitimacy theory; Content analysis; Corporate

websites; Dow Jones Sustainability Index (DJSI)

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Sinergie - Sima 2017 Conference Conference Proceeding

Value co-creation: management challenges for business and society ISBN 97888907394-9-1

15-16 June 2017 - University of Napoli Federico II (Italy) DOI 10.7433/SRECP.EA.2017.02

Sustainable retailing: the role of store atmospherics on green trust

and green purchase intention

D

ILETTA

A

CUTI*

V

IRGINIA

V

ANNUCCI

G

AETANO

A

IELLO

R

AFFAELE

D

ONVITO**

Objectives. Nowadays environmental concern has quickly become a mainstream issue; in this perspective,

retailers are facing need to promote sustainable consumption. Retailers have a dominant position in the supply chain that permits to have also an enormous power to raise awareness and to influence shopping choice as demonstrated by the growing number of retailers who claim to be integrating sustainability into their business strategy (Lehner, 2015). Indeed, retailers play a key role in sustainability initiatives due to the economic impact and proximity to end consumers. Particularly, the store is a “central node” between retailers and consumers (Oosterveer and Spaargaren, 2012) and constitutes an organizational level within retailers that deserves particular attention in making sustainable consumption understandable to consumers. Oosterveer and Spaargaren (2012) describe the store as a “consumption junctions” where producers, providers and consumers exchange their inclination about sustainability and determine a green consumption (Lehner, 2015). Nevertheless, the store is not only a place of physical exchange, but also a relational place for exchanging information, ideas and practices for a green consumption. This is the reason why the majority of green marketing activities are done in the store where all the store attributes contribute to reinforce the retailer image (Nikhashemi, 2016). Indeed, retailers play a key role in sustainability initiatives due to the economic impact and proximity to end consumers.

As perceptual focus on retailer's green marketing, this study explores how green store atmospherics can positively influence green trust and green purchase intention of consumers (Claro et al. 2013).

Since the 1973, when Kotler defined the “atmospherics”, the world of retailing recognizes the importance of the atmosphere of the place where products are bought as an influencer in the purchase decision process. Atmospherics is

“the effort to design buying environments to produce specific emotional effects in the buyer that enhance his purchase probability” (Kotler, 1973 p.50) and can be captured through the five human senses: sight, sound, smell, touch and

taste (Jalil et al. 2016). Thang and Tan (2003) basing on Donovan and Rossiter’s (1982) famous stimulus-organism-response model, identified that store atmospherics influence the shopping behavior and the preference for a store. A positive store experience enhances satisfaction and will lead to increased shopping frequency, and therefore, to increased sales (Koo, 2003). Newman and Patel (2004) underlined the importance of store atmospherics conceptualizing them as one of the crucial factors and determinants of store choice. Store atmospherics plays a fundamental role in the consumer’s experience, because they serve as “silent language” in communication to consumers and could influence the perception of product in store (Hasan and Mishra, 2015). As Kotler (1973) wrote, atmospherics affect the purchase behavior in three ways: creating attention, creating a message and creating affect. Indeed, Liu and Jang (2009) discovered that there is a relationship between store atmospherics and perceived value of the product in store. Authors want to test if the relationship persist with the green component of perceived value. Literature has widely explored the concept of perceived value because of its positive effect on marketing performance (Sweeney et al., 1999). This research proposes the construct of Chen and Chang (2012) that defined green perceived value “a consumer’s overall appraisal of the net benefit of a product or service between what is received and what is given based on the consumer’s environmental desires, sustainable expectations, and green needs”. Indeed, following hypothesis was framed:

H1: The more the presence of atmospherics, the more is the consumers’ green perceived value.

Past researches demonstrated that there is a positive relationship between green purchase intentions, perceived value and customer trust, since high level of perceived value can increase post-purchase confidence of the product (Eid, 2011).

Chen and Chang (2012) also linked the concept of green perceived value to the green trust one defined as “a

willingness to depend on one object based on the belief or expectation resulting from its credibility, benevolence, and

* _{PhD Student in Business Administration and Management - University of Pisa} e-mail:[email protected]

 _{Phd Student in Business Administration and Management - University of Pisa}

e-mail: [email protected]

 _{Full Professor of Management - University of Firenze}

e-mail: [email protected] **

Associate Professor of Management - University of Firenze e-mail: [email protected]

ability about environmental performance”. They also state that some companies exaggerate or even fabricate the

environmental value of their products, and in turn, consumers no longer trust their products (Kalafatis and Pollard, 1999). Therefore, retailers have to improve the green perception of their product.

This study hypothesizes that green perceived value of consumers positively affects their green trust and proposes the following hypothesis:

H2: The more the consumers’ green perceived value, the more the green trust.

Green purchase intention is conceptualized as the probability and willingness of a person to prefer products having eco-friendly features to other traditional products in their purchase considerations (Ali and Ahmad, 2016). Indeed, according to Beckford et al., (2010) research studies, green purchase intention is a significant predictor of green purchase behavior, which means that purchase intention is positively affecting the probability of a customer decision that he will buy green products.

Green perceived value currently plays an important role in this environmental era and is a significant factor that can affect green purchase intentions (Zeithaml, 1988). In this perspective, authors imply the following hypothesis:

H3: The more the consumers’ green perceived value, the more the green purchase intention.

Previous researches indicate that consumers have a positive attitude towards environmental protection (Liu et al. 2012). In fact, consumers express their demand for green products to companies (Schmeltz, 2012). In addition, the role of green attitude plays an important role in green marketing. Joshi and Rahman (2015) in their literature review report and enhance a discrepancy between consumers’ expressed favorable attitudes and the purchasing behavior. They enhance that although the number of individuals willing to purchase green products has increased in the last few years, there is little evidence to confirm that purchase of green products has grown.

Nevertheless, a significant number of researchers have observed a positive relationship between attitude of consumers towards green products and green purchase decisions. Indeed, whether consumer interests, attitudes and perceptions of sustainability in general affect buying decisions is still highly disputed (Vermeir and Verbeke, 2008).

In this perspective, following hypothesis were framed:

H4a: Green attitude positively moderate the influence of green perceived value on green trust.

H4b: Green attitude positively moderate the influence of green perceived value on green purchase intention. Fig. 1: Proposed Conceptual Framework

Source: authors’ elaboration

Methodology. In order to achieve the goals of the study, authors decided to organize the research in two parts. In

the first one, they will observe which green atmospheres are used by retailers operating in different industries. In the second part, authors will test if these atmospherics are useful for increasing green trust and green purchase intention of consumers.

With the aim to investigate which green atmospherics are mostly used in green store, authors will develop a semi-structured and open-ended interview design (Punch, 2005). This form is considered appropriate for this research, as such an approach holds the potential to provide a “complex stock of knowledge about the topic under study” (Flick, 2009, p. 155). Authors will conduct the interviews to twenty store managers of stores that sell green product, within three different industries: fashion, cosmetics and food. Moreover, store direct observations, focused on green atmospherics analysis, will be conducted to ensure the researcher would be able to interpret the interviews correctly as well as to complement the knowledge collected through the interviews (Denzin and Lincoln, 2013). Store observations will be conducted in connection with store interviews.