Purpose Nowadays, the agri-food sector is facing several challenges due to a rapid technological change which calls for knowledge sharing (KS) practices to enhance businesses’ performance. This has spurred a collaborative approach and the creation of networks. Since there still is a paucity of research on the quality degree of KS, the purpose of this study is to offer an empirical research on the quality degree of KS by exploring outcome expectations and social exchange dimensions. Theoretically, it is examined by a double lens of social capital and social cognitive theory. Design/methodology/approach This study offers an empirical analysis of 313 directors of 11 “consortia” in the agri-food sector in Italy by using the fuzzy expert system. The model allows to aggregate multi criteria dimensions of KS and rates its quality. Findings As resulted, the quality degree of KS is influenced by outcome expectations – personal and community expectations – and three forms of dimensions of social exchange: structural, relational and cognitive. The paper ends with a discussion of research findings, its limitations and implications. Originality/value As there is still a paucity of research on the determinants of quality degree of KS, the research adopts a double lens of social capital and social cognitive theories to explore what are these determinants.
PurposeThe main aim of this paper is to demonstrate that “volunteer” employees’ perception of dimensions of intellectual capital (IC) – human, structural and relation capital – creates a motivational environment to enhance knowledge-sharing intention (KSI) and stimulates “volunteer” employee engagement (VEE). The model is applied on the non-profit organizations (NPOs) sector that base their path on sharing values with volunteers and employees in relation to which they have to implement engagement strategies that are beneficial to both developing and deploying individual and organizational human capital.Design/methodology/approachTo verify the existence of relationships between the constructs of IC, KSI and VEE a partial least squares structural equation model on a sample of 300 “volunteer” employees of NPOs was tested to verify the research hypotheses, as this could explain the causal relationships.FindingsThe results confirm that KSI is positively and directly influenced by the favourable environment resulting from the motivations below the dimensions of IC. The improvement of KSI, determined by IC, has a positive effect on VEE.Research limitations/implicationsDespite the limitation created by the peculiarities of NPOs and the role of volunteers, this paper suggests a strategic approach that the management could implement to create an environment based on the exchange of knowledge and to increase engagement in the value co-creation process.Originality/valueThe ability of a company to adopt sharing strategies depends on the existence of an environment in which individuals are willing to exchange knowledge realizing mutual benefits. The work broadens this perspective by providing governance with a behavioural model that creates a direct relationship between IC, KSI and VEE.
Purpose The link between wine and tourism is increasingly important for the competitive advantage of the territory and its productions, and it must be adequately communicated, in particular, online. Therefore, monitoring the level of convergence between online brand identity and online brand image is increasingly important to implement an efficient strategy of recall of a territory. This paper thus aims to propose an operative framework – assessing Web convergence (AWC) – designed to detect and analyse the online brand image and compare it with online brand identity. Design/methodology/approach The AWC framework is designed to extract information from the Web, process it through text-mining techniques – cluster analysis – and interpret it from three perspectives – functional, holistic and sensitive. The operative framework was applied to Napa Valley because it is the most frequently cited wine destination on the top 100 travel blogs. Findings The empirical application shows that the proposed logical framework can yield important reflections even in cases such as Napa Valley’s, a destination that already enjoys strong notoriety. In spite of the apparent qualitative homogeneity of the topics discussed, observation of their composition in terms of the three dimensions revealed the existence of a gap on some topics identified between what is communicated by the wine tourism destination and what is perceived and in turn communicated by bloggers. Research limitations/implications The limitation of the research is represented by the application of the operative process to a single case study (Napa Valley). The contribution given to managerial studies is the ability of the framework to provide an operative vision of the importance of knowing the blogger’s perception of the brand identity communicated by the company. Testing the framework in other contexts will confirm that the protocol is generalisable. Practical implications The identification of the themes that characterise brand identity and brand image in the Web provides a flow of information that, if interpreted according to the functional, holistic and sensitive perspective, transforms the themes into useful knowledge for decisional purposes. Originality/value The managerial literature has highlighted, as in today’s communication environment, a strong brand can be created and maintained by strengthening the linkage between identity and image. The proposed framework may be considered an important protocol because it allows a tourism destination to increase the flow of information on which to build or strengthen the brand identity by aligning with the brand image. This could be particularly useful for smaller and less-popular destinations.
Purpose The purpose of this paper is to deepen the web marketing strategies used by wine family businesses (FBs) with the aim to identify the role assigned to websites, the online models and the competitive strategies implemented through them. Design/methodology/approach In order to examine the content and structure of the information found on the website of selected FBs, an ad hoc analysis model was designed and validated with the support of marketing and industry experts through an inspecting focus group (Mich, 2007). Findings The subsequent observation of the websites of the businesses studied showed that family-run Italian wineries use their websites mainly to present information about the business and as a relational tool through edutainment activities; FBs yet neglect the potential of e-commerce. Research limitations/implications The study highlights the importance and the attention that FBs, among others, should dedicate to the role of web communications within their communications strategy. Although this path has allowed the traits essential to launch effective online communications for FBs, the small number of businesses surveyed (ten) does not permit a theoretical generalisation of the results. Thus, we expect to integrate the information obtained from this preliminary study with in-depth interviews with the digital strategists for the companies examined or by increasing the number of FBs studied. Originality/value The paper provides an evaluation model to effectively organise the websites’ contents; wine businesses should consider and customise these essential elements with the brand’s specific details.
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