L’affirmation de Internet comme un neuf terrain de la compétition économique, est en train de avoir une incidence profonde sur l’organisation des échanges des différentes secteurs commerciales. La définition des stratégies de internet marketing de entreprendre c’est de importance absolue pour les produits agroalimentaires “typiques” du Sud de l’Italie.L’objectif de cette recherche c’est de vérifier opportunités e liens du circuit de distribution fondés sur l’espace virtuel, avec une approche aussi bien méthodologique que empirique, en analysant les expériences déjà lancées par des entreprises agroalimentaires localisées dans le Sud de l’Italie et occupées dans le “business to consumer”.D’après la recherche, même si partiel, émerge que le commerce électronique c’est une activité complexe, qui exige des compétences de nature différente les quelles peuvent être trouvées dans les typiques nouvelles professiones, surtout pour la composante identifiée comme stratégie de web marketing.
The affirmation of internet as a new ground for economic competition, is deeply affecting the organisation of exchanges in different merchandise sectors. For “typical” agrifood products of the "Mezzogiorno" of Italy, it is of absolute importance to define both strategies of internet marketing to undertake and the consequent scenarios.The objective of this research is exactly that of assessing the opportunities and problems of the distribution circuit founded on the virtual scenario, with a methodological and empirical approach, working on the analysis of experiences already begun by agrifood businesses positioned in the "Mezzogiorno" of Italy engaged in "business to consumer” activity. E-commerce is configured as a phenomenon in continual and rapid evolution which makes it necessary for businesses to continually adapt to ICT and the habits of the web-consumer. It results therefore, necessary to have an effective and efficient inclusion into the network of agrifood businesses, and a strategic revision of marketing which takes the market place into consideration.Being still only partial, from the research it has emerged that e-commerce is a complex activity, which demands competence of varied nature in the most part going back to the typical new professions, above all with reference to that component indicated as a strategy of web marketing.
BUSINESS TO CONSUMER E-COMMERCE.PROBLEMS AND OPPORTUNITIES FOR SOME TYPICAL LOCAL PRODUCTS OF THE "MEZZOGIORNO" OF ITALY
SCUDERI, ALESSANDRO;STURIALE, LUISA
2003-01-01
Abstract
The affirmation of internet as a new ground for economic competition, is deeply affecting the organisation of exchanges in different merchandise sectors. For “typical” agrifood products of the "Mezzogiorno" of Italy, it is of absolute importance to define both strategies of internet marketing to undertake and the consequent scenarios.The objective of this research is exactly that of assessing the opportunities and problems of the distribution circuit founded on the virtual scenario, with a methodological and empirical approach, working on the analysis of experiences already begun by agrifood businesses positioned in the "Mezzogiorno" of Italy engaged in "business to consumer” activity. E-commerce is configured as a phenomenon in continual and rapid evolution which makes it necessary for businesses to continually adapt to ICT and the habits of the web-consumer. It results therefore, necessary to have an effective and efficient inclusion into the network of agrifood businesses, and a strategic revision of marketing which takes the market place into consideration.Being still only partial, from the research it has emerged that e-commerce is a complex activity, which demands competence of varied nature in the most part going back to the typical new professions, above all with reference to that component indicated as a strategy of web marketing.File | Dimensione | Formato | |
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