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This paper focuses on the sustainable development conditions in Italian Inner Areas. Italy's Inner Areas are rural depopulated areas characterized by their distance from the main service centers of education, health, and mobility, according to the classification proposed by the National Strategy for Inner Areas in 2012. The inner and marginal areas are recently getting the interest of the market place and agricultural economics, as well as the attention of the regional and cohesion policies of national governments and the European Union. These places provide an intriguing perspective for a broader reflection on European peripheral areas and their development trajectories. The aim of this contribution is to interpret the determinants of the relationships between rural identity and perceptive components of authenticity, in order to understand the mechanisms by which they are positively reflected in socio-economic and environmental use, influencing in turn, the level of sustainability of territorial development. We found a specific role of the rural identity in the catalyzed phenomena of interaction between citizens/community and visitors/stakeholders, through the authenticity effect, identifying them as the basis of the spontaneous, bottom-up emersion of a symbolic platform, which characterizes the identification of a place brand and of the creation of the perception/destination of the inner territories' characteristics. Finally, the paper discusses an Italian Inner Areas project promoted by the common engagement of local institutions and social and economic actors.

PurposeThe purpose of this study is to identify the determinants that could impact corporate digital entrepreneurship for the small and medium enterprises (SMEs) of India. The study also investigates the moderating role that adopting artificial intelligence (AI)-customer relationship management (CRM) capability and strategic planning has in corporate digital entrepreneurship.Design/methodology/approachWith the inputs from literature and theories, a model has been developed conceptually. The model has been validated by partial least squares structural equation modeling technique with consideration of 315 usable respondents. The effects of the moderators have also been investigated by multigroup analysis.FindingsThe study highlights that perceived usefulness, perceived ease of use and willingness to change significantly impact corporate digital entrepreneurship for the SMEs of India. The study also highlights that the two moderators have significant impacts on the relationships between corporate digital entrepreneurship and its predictors.Research limitations/implicationsThis study has developed a unique model, which provides effective inputs to the entrepreneurs of SMEs of emerging economies. These inputs will help entrepreneurs to frame their policies to improve the existing traditional practices and processes that could be transformed into more digitalization for improving efficiency of their corporate digital entrepreneurial activities.Originality/valueThere are no studies which investigated how perceived usefulness, perceived ease of use and willingness to change could impact corporate digital entrepreneurship with the moderating effects of adoption of AI-CRM capability and strategic planning, as concerns SMEs of emerging economies. In this regard, this study is deemed to be a unique attempt.

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