3 resultados para Brand trust

em AMS Tesi di Dottorato - Alm@DL - Università di Bologna


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The market’s challenges bring firms to collaborate with other organizations in order to create Joint Ventures, Alliances and Consortia that are defined as “Interorganizational Networks” (IONs) (Provan, Fish and Sydow; 2007). Some of these IONs are managed through a shared partecipant governance (Provan and Kenis, 2008): a team composed by entrepreneurs and/or directors of each firm of an ION. The research is focused on these kind of management teams and it is based on an input-process-output model: some input variables (work group’s diversity, intra-team's friendship network density) have a direct influence on the process (team identification, shared leadership, interorganizational trust, team trust and intra-team's communication network density), which influence some team outputs, individual innovation behaviors and team effectiveness (team performance, work group satisfaction and ION affective commitment). Data was collected on a sample of 101 entrepreneurs grouped in 28 ION’s government teams and the research hypotheses are tested trough the path analysis and the multilevel models. As expected trust in team and shared leadership are positively and directly related to team effectiveness while team identification and interorganizational trust are indirectly related to the team outputs. The friendship network density among the team’s members has got positive effects on the trust in team and on the communication network density, and also, through the communication network density it improves the level of the teammates ION affective commitment. The shared leadership and its effects on the team effectiveness are fostered from higher level of team identification and weakened from higher level of work group diversity, specifically gender diversity. Finally, the communication network density and shared leadership at the individual level are related to the frequency of individual innovative behaviors. The dissertation’s results give a wider and more precise indication about the management of interfirm network through “shared” form of governance.

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Questa tesi di dottorato verte sull'individuazione di politiche industriali atte ad implementare il mercato dei prodotti a denominazione di origine. Inevitabilmente, l’analisi economica dei prodotti agroalimentari tipici di qualità implica anche l’approfondimento e l’individuazione, delle problematiche connesse con la creazione di un valore addizionale per il consumatore, rispetto a quello dei prodotti standardizzati. Questo approccio richiama l’attenzione, da una parte, sulle caratteristiche della domanda e sulla disponibilità del consumatore a riconoscere e apprezzare questo plus-valore, dall’altra sulle strategie che l’offerta può attivare per conseguire un premium price rispetto al prodotto standardizzato. Le certificazioni comunitarie Dop, Igp e Stg oltre che il marchio di prodotto biologico racchiudono, solitamente, tali dinamiche valoriali ma sono tutt’oggi poco conosciute dai consumatori. Diversi studi internazionali dimostrano, infatti, che la maggioranza dei cittadini comunitari ignorano il significato delle certificazioni di qualità. L’ipotesi di fondo di questo studio si basa sulla possibilità di fidelizzare questi marchi con i brand della grande distribuzione già affermati, come quello di Coop. Analizzare gli effetti dell’introduzione di prodotti private label a denominazione di origine nel mercato della grande distribuzione organizzata italiana ci permetterebbe di comprendere se questo segmento di mercato può aiutare il settore delle Dop/Igp. Questo studio ha cercato di verificare se il prodotto private label a denominazione di origine, riesca a sfruttare il doppio binario di fiducia rappresentato dal marchio comunitario unito a quello dell’impresa di distribuzione. Per comprendere la propensione del consumatore a spendere di più per questi prodotti, abbiamo utilizzato l’analisi dell’elasticità della domanda sul prezzo dei dati scanner fornitici da Coop Adriatica. Siamo riusciti a dimostrare tale positivo connubio confermato anche da una indagine demoscopica effettuata ad hoc sui consumatori.

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This dissertation has studied how legal and non-legal mechanisms affect the levels of trust and trustworthiness in an economy, and whether and when subtle psychological factors are crucial for establishing trust and even for recovering trust from a breach of contract. The first Chapter has addressed the question of whether formal legal enforcement crowds out or crowds in the amount of trust in a society. We find that formal legal mechanisms, especially formal contracts backed by a powerful authority, normally undermine trust except when they are perceived as legitimate, or when there are no strong social norms of fairness (i.e. the population in a society is considerably heterogeneous), or when the environment in which repeated commercial relationships take place becomes highly uncertain. The second Chapter has examined whether the endogenous adoption of a collective punishment institution can help a society coordinate on an efficient outcome, characterized by high levels of trust and trustworthiness. The experimental results show that the endogenous introduction of collective punishment by means of a majority-voting rule does not significantly improve coordination on the efficient equilibrium. Not all subjects seem to be able to anticipate the change in behavior induced by the introduction of the mechanism, and a majority of them vote against it. The third Chapter has explored whether high-trustors adapt their behavior in response to others’ trustworthiness or untrustworthiness more quickly, which in turn supports them to maintain higher default expectations of others’ trustworthiness relative to low-trustors. Our experimental results reveal that high-trustors are better than low-trustors at predicting others’ trustworthiness because they are less susceptible to the anticipated aversive emotions aroused by the potential betrayal and thereby have a higher willingness to acquire the valuable information about their partner’s actions.