This course has been designed to illustrate the strategic role innovation plays in the competitive and marketing strategies of modern commercial businesses. In particular, the course will analyse the new meanings, new values, new roles that Innovation and Communication play in the creation of trusting relationships with the end customer and in the maintenance of a stable and long-lasting competitive advantage.
Course contents summary
Innovation in retailing: from the traditional view to a new concept of innovation Commercial innovation drivers In store marketing levers Experiential shopping New forms of distributive convergence The new values of the points of sale
M.G.Cardinali, Nuove traiettorie dell’innovazione nel retailing, EGEA, Milano, 2005.