Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms: Some Evidence From a Small Sportswear Retailer in Italy

Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms: Some Evidence From a Small Sportswear Retailer in Italy

Maria Giovanna Tongiani, Giacomo Ceragioli
ISBN13: 9781799840992|ISBN10: 1799840999|ISBN13 Softcover: 9781799855569|EISBN13: 9781799841005
DOI: 10.4018/978-1-7998-4099-2.ch004
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MLA

Tongiani, Maria Giovanna, and Giacomo Ceragioli. "Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms: Some Evidence From a Small Sportswear Retailer in Italy." Handbook of Research on Multidisciplinary Approaches to Entrepreneurship, Innovation, and ICTs, edited by Luísa Cagica Carvalho, et al., IGI Global, 2021, pp. 63-82. https://doi.org/10.4018/978-1-7998-4099-2.ch004

APA

Tongiani, M. G. & Ceragioli, G. (2021). Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms: Some Evidence From a Small Sportswear Retailer in Italy. In L. Carvalho, L. Reis, A. Prata, & R. Pereira (Eds.), Handbook of Research on Multidisciplinary Approaches to Entrepreneurship, Innovation, and ICTs (pp. 63-82). IGI Global. https://doi.org/10.4018/978-1-7998-4099-2.ch004

Chicago

Tongiani, Maria Giovanna, and Giacomo Ceragioli. "Entrepreneurship Embedding Social Network Capability as Best Practice for Small Firms: Some Evidence From a Small Sportswear Retailer in Italy." In Handbook of Research on Multidisciplinary Approaches to Entrepreneurship, Innovation, and ICTs, edited by Luísa Cagica Carvalho, et al., 63-82. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-4099-2.ch004

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Abstract

The rapid development of information communication technology (ITC) has opened up potential new marketing channels, and the enterprises must keep abreast of the evolution of the context and start operating with a multichannel approach, that is, with the interaction of various different marketing channels. It is in this perspective that the work examines a small Italian sportswear retailer operating locally. Said retailer has achieved a very significant market position in its sector of expertise thanks to the use of the social networks. For this purpose, information will be acquired from questionnaires filled out by consumers in the aim of highlighting the marketing instruments and activities that give rise to adequate customer satisfaction. The analysis of the results will make it possible to identify the capabilities which, via appropriate integration of the tools made available by the internet, suggest the best practices for small businesses.

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