The Possible Convergence Between Business Marketing and Territorial Marketing: The "Land of Value" (LOV) Case

Abstract

An interesting issue in management literature refers to the relation between territorial system and strategies operated by industrial firms in order to enhance the ”value” of a territory. By referring to an Italian case study (an industrial small-medium enterprise), we investigated how this company has set up a network that integrates different territorial components-agriculture, tourism, culture, accommodation and catering services, commerce. The basic idea is that providing a welcoming environment can combine the aims of business with the peculiar features to the geographic area. This study allows pointing out the relevance of territory as a communication tool which might help relational capital growth for enterprises. In fact, the project has received a favorable evaluation from business visitors, as well as from internal collaborators, so it allows the company to develop stronger relationships with these stakeholders. In addition, territorial system has advantages especially reaped in terms of increased visibility, enhancement of local products and services, improvement of accommodation services. The study therefore empirically validates the possible convergence between business marketing and territorial marketing.

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