The increase of ever more numerous competitions in established markets, the breaking of the traditional cultural sector’s boundaries and the search for a sustainable competitive advantage, have led companies to consider new organizational strategies instead of those usually used, particularly to consider the “Heritage Marketing Strategy” to achieve the much-desired success and face the different challenges that arise in dynamic markets (Keith, 1960; Kotler et all., 1999; Gentile et all., 2007; Kurtz and Boone, 2010). “Heritage Marketing” is a strategic choice for the companies that intend to use their “Heritage”, the expression of their identity which is constantly evolving (Brown et al., 2009), to vehicle its corporate identity and image in an effective and engaging way to a wider target audience; and to grasp their organizational changes and processes and create innovation. At the same time, it is a philosophy and a management process that helps consumers to associate meanings and values to products and services, using the “Heritage” of a firm as a strategic resource. Moreover, it could be seen as an effective strategy aimed to sell new company products on the market or to design new advertising campaigns, as well as new packaging. The purpose of this dissertation is to understand the role and the usefulness of Vidal’s heritage bringing to light the historical elements that can be reused by Mavive to achieve its strategic objectives. Specifically, how each of Vidal’s heritage variables could contribute to Mavive’s communication in order to provide qualitative data in support to the implementation of Mavive’s heritage marketing strategy. We believe that Vidal’s heritage could represent a source of competitive advantage for Mavive. More precisely, Vidal’s legacy, if properly managed, could generate economic and social value both for Mavive and for the different interest bearers. This could in turn facilitate the establishment of long-term relationships with stakeholders, and the strengthening of the company’s corporate identity, giving added value to a legacy that cannot be forgotten but should rather be capitalize upon. The research on this case study was performed through a qualitative approach that proceeds firstly with a preliminary investigation of the material and documents previously collected and cataloged with the first and the second archival interventions, considering in the analysis of Vidal’s Heritage only the latest version of the archive structure presented by Giorgia Battaglia. Secondly, by a qualitative analysis consisting in the comparison of the heterogeneous variables belonging to the categories of the theoretical framework proposed by Riviezzo, Garofano and Napolitano (2021) with those effectively found in Vidal Business Archive and those that meet the aforementioned categorizations. At the end, of each analysis, we have proposed a summary of the potential advantages of each tool, highlighting the potential benefits to Mavive’s corporate communication.

"Heritage Marketing: a case study in the perfume sector"

LAZZARO, GIULIA
2021/2022

Abstract

The increase of ever more numerous competitions in established markets, the breaking of the traditional cultural sector’s boundaries and the search for a sustainable competitive advantage, have led companies to consider new organizational strategies instead of those usually used, particularly to consider the “Heritage Marketing Strategy” to achieve the much-desired success and face the different challenges that arise in dynamic markets (Keith, 1960; Kotler et all., 1999; Gentile et all., 2007; Kurtz and Boone, 2010). “Heritage Marketing” is a strategic choice for the companies that intend to use their “Heritage”, the expression of their identity which is constantly evolving (Brown et al., 2009), to vehicle its corporate identity and image in an effective and engaging way to a wider target audience; and to grasp their organizational changes and processes and create innovation. At the same time, it is a philosophy and a management process that helps consumers to associate meanings and values to products and services, using the “Heritage” of a firm as a strategic resource. Moreover, it could be seen as an effective strategy aimed to sell new company products on the market or to design new advertising campaigns, as well as new packaging. The purpose of this dissertation is to understand the role and the usefulness of Vidal’s heritage bringing to light the historical elements that can be reused by Mavive to achieve its strategic objectives. Specifically, how each of Vidal’s heritage variables could contribute to Mavive’s communication in order to provide qualitative data in support to the implementation of Mavive’s heritage marketing strategy. We believe that Vidal’s heritage could represent a source of competitive advantage for Mavive. More precisely, Vidal’s legacy, if properly managed, could generate economic and social value both for Mavive and for the different interest bearers. This could in turn facilitate the establishment of long-term relationships with stakeholders, and the strengthening of the company’s corporate identity, giving added value to a legacy that cannot be forgotten but should rather be capitalize upon. The research on this case study was performed through a qualitative approach that proceeds firstly with a preliminary investigation of the material and documents previously collected and cataloged with the first and the second archival interventions, considering in the analysis of Vidal’s Heritage only the latest version of the archive structure presented by Giorgia Battaglia. Secondly, by a qualitative analysis consisting in the comparison of the heterogeneous variables belonging to the categories of the theoretical framework proposed by Riviezzo, Garofano and Napolitano (2021) with those effectively found in Vidal Business Archive and those that meet the aforementioned categorizations. At the end, of each analysis, we have proposed a summary of the potential advantages of each tool, highlighting the potential benefits to Mavive’s corporate communication.
2021
"Heritage Marketing: a case study in the perfume sector"
Heritage Marketing
communication
corporate strategy
business archive
File in questo prodotto:
File Dimensione Formato  
LAZZARO_GIULIA.pdf

accesso aperto

Dimensione 8.97 MB
Formato Adobe PDF
8.97 MB Adobe PDF Visualizza/Apri

The text of this website © Università degli studi di Padova. Full Text are published under a non-exclusive license. Metadata are under a CC0 License

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.12608/10716