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Maeva Bertollo
Jan 96 min read
Launch and positioning strategies for a new luxury footwear brand: an analysis of the purchase drivers of Italy's Generation Z
According to the latest estimates, the luxury footwear market is expected to grow from its current value of $36.8 billion to nearly $68...
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Francesco Nascimbeni
Jul 7, 20233 min read
Concept testing: a methodology with different applications in the marketing world… and beyond
Concept testing plays a crucial role in the development and launch of new products or services in the field of marketing and market research
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Carlotta Pietrini
Apr 28, 20236 min read
How can cosmetic companies triumph within the Italian Clean Beauty market?
The Clean Beauty market is very attractive for brands operating in the cosmetics industry.
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Federico Poggio
Jul 1, 20224 min read
A guide to the value determinants of the pizza experience. Is it time to innovate?
Saturated market, products that meet the same physiological needs, inability to enjoy consistent economies of scale; these and many other...
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Edoardo Ligabue
Dec 27, 20215 min read
MaxDiff vs Conjoint Value Analysis - an empirical analysis on chocolate snacks' Italian market
Fast Moving Consumer Goods (FMCG) are a fundamental part of our daily life, often without even realizing how relevant they are, above...
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Giulia Rotari
Dec 3, 20215 min read
Is it possible to define a new paradigm for the home fitness after the advent of Covid-19?
With Covid-19 shattering and revolutionizing most of our daily routines, also impacted was our relationship with fitness and exercise....
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