Impresa Progetto ad AIDEA 2019

In occasione del Convegno AIDEA di Torino, Impresa Progetto promuove un incontro tra Gianfranco Rusconi e quanti interessati al tema "Etica e business: un ponte tra stakeholder theori(es) e teoria dei sistemi aziendali".
L'incontro avrà luogo giovedì 12 settembre 2019 dalle ore 11.00 alle 12.00,
L'idea è quella di prendere spunto da un recente paper di Rusconi stesso - (2019) "Ethical Firm System and Stakeholder Management Theories: A Possible Convergence", European Management Review, 16 (1), 147-166 - per uno scambio di idee, in vista anche di un'eventuale raccolta di contributi da far confluire in uno Special Issue della Rivista.

Social media marketing nei servizi B2B. Un’indagine esplorativa.

Essays
On issue: 
Field: 
Marketing
Abstract: 

The paper aims at reviewing extant literature on social media marketing (SMM) in B2B services, scrutinizing and categorizing potential benefits originating from the adoption of SM by B2B service firms. The study also empirically investigates two B2B service sectors, which show some of the typical characteristics of commodity-based service industries.  To these purposes, we performed a systematic literature review to achieve a deeper understanding of the current state of knowledge on SM in B2B services. In addition, an empirical research is conducted on 60 firms (tanker shipping companies; ocean carriers) bringing some descriptive statistics on their SM activity on Facebook, Twitter and LinkedIn. This study addresses an interesting gap in SMM literature, as prior studies mostly focused on B2C industries and manufacturing contexts. Empirical evidence suggests to managers that SMM might be an option for keeping the pace of sectorial transformations and creating a competitive advantage even in conservative sectors.

Social media marketing; B2B; commodity-based services; logistics