Skip to main content

THE COMPETITIVE DEVELOPMENT OF FLOWERS AND ORNAMENTALS FIRMS THROUGH THE USE OF WEBMARKETING STRATEGIES: A SURVEY IN THE CONVERGENCE OBJECTIVE REGIONS IN ITALY

The full text article is not available for purchase.

The publisher only permits individual articles to be downloaded by subscribers.

Abstract:

The growth of ICT, and in particular the integrated use of internet within firm marketing strategies, has brought about deep changes at both sector and firm level. Firm processes have been drastically modified in their communication and promotional aspects. In particular, firmcustomer relationships are changing and therefore internet represents a preferential means, not only for transferring the firm image in the global communication, but above all in order to build a dialogue and a continuous interaction which contribute to consumers' fidelization.

This empirical research proposal is to be considered in the framework of Business to Consumer relationships and is addressed to the flowers and ornamentals firms of Southern Italy which have adopted internet as a means of communication and marketing.

The study has the aim to assess website quality of a random sample of firms by following the standard methodologies proposed in the international literature. These techniques allow researchers to evaluate overall quality through the perception of web users or privileged respondents sector experts. The approach here adopted is the one proposed by Cox and Dale 2002; the authors analyze website quality and its capacity for achieving customer fidelization based on four criteria: website size and quality, capacity for supplying products and services, potentiality for inspiring confidence and fidelize the customer. Another factor is important, the The study has the aim to assess website quality of a random sample of firms by following the standard methodologies proposed in the international literature. These techniques allow researchers to evaluate overall quality through the perception of web users or privileged respondents sector experts. The approach here adopted is the one proposed by Cox and Dale 2002; the authors analyze website quality and its capacity for achieving customer fidelization based on four criteria: website size and quality, capacity for supplying products and services, potentiality for inspiring confidence and fidelize the customer. Another factor is important, the capacity of the website to contextualize information with reference to purchase or product consumption experiences Ottimo, 2000.

In a globalised scenario where competitiveness in the international market becomes more and more a critical success factor, flowers firms of the Italian Mezzogiorno regions could draw market advantages from their presence on the internet with high quality websites.

Keywords: Convergence Regions; flower and ornamental plants firms; web-marketing; website quality

Document Type: Research Article

DOI: https://doi.org/10.5848/APBJ.2012.00031

Publication date: 2012-01-01

More about this publication?
  • The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.
  • Submit a Paper
  • Purchase hard copy print edition
  • Learn more about Access Press @ GSE Research
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free ContentFree content
  • Partial Free ContentPartial Free content
  • New ContentNew content
  • Open Access ContentOpen access content
  • Partial Open Access ContentPartial Open access content
  • Subscribed ContentSubscribed content
  • Partial Subscribed ContentPartial Subscribed content
  • Free Trial ContentFree trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more