https://hdl.handle.net/10807/60 2026-08-02T17:42:31Z 2026-08-02T17:42:31Z https://hdl.handle.net/10807/343998 2026-08-01T00:10:12Z 2026-01-01T00:00:00Z

Titolo: INFLUENCER MARKETING STRATEGIES OF BEAUTY BRANDS IN INTERNATIONAL MARKETS Autori: Lala, Hu; Mirko, Olivieri Abstract: The role of influencers in consumers’ purchasing decisions has become increasingly significant as they act as key intermediaries between brands and their followers. Among the different sectors adopting influencer marketing, fashion and beauty is the most popular one. From an international perspective, collaborating with influencers allows beauty firms to improve trust and local relevance; however, it also poses risks related to reputation damage. The aim of this paper is to understand the role of influencer marketing in achieving the communications objectives of beauty brands in international markets. A qualitative study was conducted by collecting 14 semi-structured interviews with professionals operating in the beauty sector. This ongoing research attempts to contribute to the recent marketing literature on influencers through an empirical investigation of the beauty industry in an international context.

2026-01-01T00:00:00Z https://hdl.handle.net/10807/343896 2026-07-31T00:38:46Z 2026-01-01T00:00:00Z

Titolo: Commencing Countdown, Engines On: Rethinking the Lifecycle of Entrepreneurial Ecosystems Autori: Alberto Onetti; Alessia Pisoni; Serena Valente; Giorgio Di Fiore Abstract: Entrepreneurial Ecosystems are increasingly recognized as key drivers of productive entrepreneurship and regional economic development. While the literature proposes several lifecycle models describing the emergence and evolution of ecosystems, these frameworks remain only partially supported by empirical evidence. The purpose of this study is to investigate how Entrepreneurial Ecosystems evolve across lifecycle stages over time. Drawing on a proprietary longitudinal dataset covering 80 national ecosystems between 2013 and 2024, we adopt an output-oriented perspective and measure ecosystem dynamics through scaleup creation, interpreted as an observable manifestation of productive entrepreneurship. To capture the dynamic nature of ecosystem evolution, we combine scaleup intensity with two additional indicators, namely growth velocity and acceleration, and identify lifecycle configurations using clustering analysis. We interpret the resulting phases through the metaphor of a rocket launch, and we label them Ignition, Liftoff, Orbit, Reentry and Docking, to underline the sequential dynamics of ecosystem development. Preliminary findings suggest that ecosystems do not follow strictly linear trajectories: phases of slowdown often represent temporary deceleration rather than structural decline. By conceptualizing ecosystem evolution as a dynamic and probabilistic process, this study contributes to the emerging literature on Entrepreneurial Ecosystem lifecycles and offers new insights for policymakers seeking to monitor and support ecosystem development over time.

2026-01-01T00:00:00Z https://hdl.handle.net/10807/343678 2026-07-28T00:10:07Z 2026-01-01T00:00:00Z

Titolo: Strategizing in the entrepreneurial process during periods of chaos Autori: chiara cantu Abstract: The main aim of this paper is to investigate the key changes affecting the strategies configuration in the entrepreneurial process of SMEs, in order to address the main challenges characterizing periods of chaos. In particular, the paper investigates the changes affecting strategies characterizing an Italian SME, considering the challenges of Twin Transition and globalization process. Findings highlight the relevance of networking for opportunities identification and management, that sustain the growth of SMEs.

2026-01-01T00:00:00Z https://hdl.handle.net/10807/343677 2026-07-28T01:07:42Z 2026-01-01T00:00:00Z

Titolo: Innovation Ecosystem towards sustainability: the role of innovation intermediaries Autori: Chiara Cantu Abstract: Green and digital transitions are affecting the current situation and will affect the future of several industries. Over the years a growing attention has been recognized to collaborative strategies that foster Twin transition and its development. Among the collaborative strategies, scholars have emphasized the importance of relationships characterizing the Innovation Ecosystem. This latter supports the innovation development on the basis of interactions between firms, institutions, universities, and various organization belonging mainly to the same geographical area. In a wider perspective, Innovation Network, based on IMP perspective, recognizes the key role of relationships belonging to various geographic areas and characterized by the same relational proximity. In this contex, the aim of this research is to investigate the potentialities of Innovation Network on the value configuration of technology start-ups, sopporting their growth to become scale- ups and their orientation towards sustainability. In particular, the research analysis the role of Innovation Intermediaries in this process of transition.

2026-01-01T00:00:00Z