The pandemic crisis and the disruptive impact of digitalisation have led firms to undertake the omnichannel continuum to meet new customers’ needs for a seamless purchasing experience. A frictionless customer journey requires coherent marketing initiatives across channels. Small firms, which usually lack human and financial resources, are approaching the omnichannel paradigm through outsourcing. As a result, small businesses that recognise the importance of corporate heritage marketing (CHM) in their overall marketing strategies face challenges in maintaining the consistency of CHM initiatives across their partners’ channels. Hence, the present study proposes a case study methodology to unfold how small firms develop consistent CHM initiatives in the omnichannel partners’ channels. The findings suggest that small companies should open their CHM process to omnichannel partners to develop consistent CHM initiatives among partners’ channels.

Outsourcing corporate heritage marketing in the omnichannel context: a process perspective of a small winery / Fraboni, PIER FRANCO LUIGI; Sabatini, Andrea; Temperini, Valerio. - In: IL CAPITALE CULTURALE. - ISSN 2039-2362. - ELETTRONICO. - 28:(2023), pp. 181-214.

Outsourcing corporate heritage marketing in the omnichannel context: a process perspective of a small winery

Pier Franco Luigi Fraboni
Primo
;
Andrea Sabatini
Secondo
;
Valerio Temperini
Ultimo
2023-01-01

Abstract

The pandemic crisis and the disruptive impact of digitalisation have led firms to undertake the omnichannel continuum to meet new customers’ needs for a seamless purchasing experience. A frictionless customer journey requires coherent marketing initiatives across channels. Small firms, which usually lack human and financial resources, are approaching the omnichannel paradigm through outsourcing. As a result, small businesses that recognise the importance of corporate heritage marketing (CHM) in their overall marketing strategies face challenges in maintaining the consistency of CHM initiatives across their partners’ channels. Hence, the present study proposes a case study methodology to unfold how small firms develop consistent CHM initiatives in the omnichannel partners’ channels. The findings suggest that small companies should open their CHM process to omnichannel partners to develop consistent CHM initiatives among partners’ channels.
2023
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11566/325296
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