The aim of this chapter is to illustrate the case of the producers of a typical cheese (the Monte Veronese PDO cheese, Italy) who shared the idea to increase their knowledge on the local consumers, their main target audience. The chapter also aims to describe how market research outcomes have supported innovation in marketing and communication strategies, especially in the management of direct relationships with customers.The first part of the chapter discusses the results of a survey carried out by a sample of local consumers. Consumers' perceptions were analyzed by means of a questionnaire applying Best-Worst Scaling. Different consumers' perceptions are highlighted based on importance of product attributes and involvement with the product.In the second part, the CEO of a leading cooperative company illustrates how he manages the delicate balance between market research outcomes, innovation in marketing and communication strategies, market feedback, and relationship with customers.
|Titolo:||How CS Can be Used for Producing Info that Can be Employed in Strategy Making|
CAPITELLO, Roberta (Corresponding)
|Data di pubblicazione:||2018|
|Appare nelle tipologie:||02.01 Contributo in volume (Capitolo o Saggio)|