The process of economic globalization that has made the markets for goods and services, capital markets and consumption patterns, increasingly interdependent brings the theme of the relationship between marketing and territory into the real world. For marketing, usually we mean the set of tools used by businesses to promote the exchange of goods and services produced in a manner that fully meet the demand expressed by the community living in the area in which they are operating. Applying marketing to a given area therefore means identifying a set of rules for its programming, evaluation and promotion in order to attract consumers and producers to an area and consists of both tangible and intangible factors. The ability to create a process of development is linked not only to having the factors listed above, but also and above all to the ability to make them cohesive, so that the area as a whole has more value than its individual components. In this paper, we show that it is not so much the policy actions undertaken in an area by the institutions, but those of IKEA, which constitutes the reference company, that have contributed to the improvement of the area around Bari where it has chosen to locate.
GLOBALIZATION AND LOCAL STRATEGY: THE IKEA EXPERIENCE IN APULIA
MARTUCCI, Isabella;
2012-01-01
Abstract
The process of economic globalization that has made the markets for goods and services, capital markets and consumption patterns, increasingly interdependent brings the theme of the relationship between marketing and territory into the real world. For marketing, usually we mean the set of tools used by businesses to promote the exchange of goods and services produced in a manner that fully meet the demand expressed by the community living in the area in which they are operating. Applying marketing to a given area therefore means identifying a set of rules for its programming, evaluation and promotion in order to attract consumers and producers to an area and consists of both tangible and intangible factors. The ability to create a process of development is linked not only to having the factors listed above, but also and above all to the ability to make them cohesive, so that the area as a whole has more value than its individual components. In this paper, we show that it is not so much the policy actions undertaken in an area by the institutions, but those of IKEA, which constitutes the reference company, that have contributed to the improvement of the area around Bari where it has chosen to locate.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
