Convegno Nazionale AIDEA

Dipartimento di Studi Aziendali - Università degli Studi Roma Tre
Roma, 14-15 Settembre 2017

Evento realizzato con l'Alto Patronato del Presidente della Repubblica

Dipartimento di Studi Aziendali

Session 6 – Marketing challenges in the 21st century

Home Session 6 – Marketing challenges in the 21st century

Session Chairs: Maria Rosaria Napolitano and Tonino Pencarelli

At the beginning of the 21st century the world is facing a series of economic, financial, cultural, social, demographic and political transformations that are having profound impact on lifestyles, on consumption behaviour and on the managerial processes of the organizations. The deepest changes come from the acceleration of the economic globalization, as well as from the rapid technological innovations, from the climate and environment changes, from the emerging of the collaborative or sharing economy and from the amplified importance of services and intangible assets to firms and consumers.

In this ever-changing scenario of uncertainty and high competition, marketing is facing new challenges and opportunities, which go from the need to rethink old theories to the urgency of innovation in management principles and processes. The purpose of the session is to highlight the evolution of marketing processes and paradigms as a consequence of these mega trends. We welcome both theoretical and empirical contributions addressing the following tracks:

1) Marketing and new technologies

The information and communication technology revolution, with the global diffusion of the internet and the proliferation of advanced interaction technologies (e.g. mobile devices such as laptops, smartphones, tablets, etc.), has deeply changed every sphere of life. The advancement of new technology, particularly the Web 2.0, is redefining interactions among individuals as well as relationships between producers and consumers. The digital revolution has deeply changed marketing processes: e.g. by integrating traditional market research with big data analytics and innovating the process of value-creation through co-creation, i.e. consumers are directly involved in the production and distribution of value using social media websites. The research track is looking for submissions on, but is not limited to, the following topics:

  • digital and social media marketing;
  • internet and mobile marketing;
  • consumer behaviour and new technology;
  • marketing and innovation;
  • marketing and smart-life
  • e-commerce.

2) Marketing and international competition

The globalization of markets has changed the rules of competition. The loosening of barriers to trade may

present threats to the firm, since domestic markets are opening up to foreign competition, but may also offer huge growth opportunities on global, traditional or emerging markets. In the new competitive environment even the smallest firm is global. Internationalization has become a condition of survival and

growth. Firms are asked to develop marketing processes that are globally integrated and locally responsive. The research track is looking for submissions on, but is not limited to, the following topics:

  • International market analysis and selection
  • Demand analysis, segmenting and positioning in international markets
  • International marketing
  • Cultural differences in International Marketing
  • International Marketing and the country-of-origin effect
  • Marketing strategies of Born Globals.


3) Marketing and societing

The environmental, political, social and cultural changes that affected the world in the last decades, together with the crisis of production and consumption patterns and the evolution of lifestyles caused a rethinking of the traditional marketing paradigm. Marketing is evolving towards a new view of service delivery that has been inspired by the need to create economic and social value for the customer. The new paradigm has gained a place in the management of all kind of organization, including cultural and public services. The typical today’s consumer is better informed, critically-minded and cares about the environment. He looks for authentic offers, he is health-conscious and looks for products that offer material and intellectual well-being and a better quality of life. He is a responsible consumer, caring for sustainability and waste reduction. Therefore companies are more and more developing public engagement strategies and embracing corporate social responsibility to achieve economic success and social progress. According to the recent sharing economy logic, marketing may contribute to increase social and economic value in different ways: i.e. conceiving new products and new markets, new business models focused on social needs, on the small scale of the activity and on the value of handmade production, thus increasing productivity and innovation inside the environment in which the company acts. The research track is looking for submissions on, but is not limited to, the following topics:

  • Green marketing and responsible consumption
  • Ethic and philanthropic marketing
  • Social marketing and sharing economy
  • Marketing and value co-creation
  • Public goods marketing
  • heritage marketing
  • storytelling to communicate corporate values.

Publishing opportunities

The best papers presented at the Conference may be submitted through a fast track process to the following journals: Mercati & Competitività, Micro Macro Marketing, Sinergie (track 2 e 3), Il Capitale Culturale. Studies on the Value of Culturale Heritage (track 3).

Also, we agreed that special issues may be proposed by the above journals.