Nice uses product design as its main communication tool. This is shown by the high degree of association between the concepts and marketing communication, and marketing and design, marketing brand. Less relevance is reserved to some concepts related to the component processes (as for and to the component (as for safety quality), product items, housing, family and and to the component (as for and quality) customer International Europe). The only concept that can be related to the component is suppliers which recalls the main role of partnerships in outsourcing for Nice. subcontractors, This result confirms propensity to adopt an outside-in strategic company’s perspective. Although, the key driver of the success is a design-driven innovation company’s based on intangible resources (such as there are no references to human and design), relational capital. The only exception is the concept which refers to the brand, structural capital. ------------------------------------------- INSERT TABLE 5 ABOUT HERE ------------------------------------------- As far as Zignago Vetro is concerned, the and concepts are “frequent exclusive” mostly attributable to the components and but also to product processes, customers and resources. Among the most frequent and strongly associated concepts we find: cosmetics and which identify the markets served by the company. The concepts perfumery, line, and identify product types and lines. Finally, and refer service, bottle, quality shape to the tangible and intangible performances of the product.
Nice uses product design as its main communication tool. This is shown by the high degree of association between the concepts marketing and communication, marketing and design, marketing and brand. Less relevance is reserved to some concepts related to the processes component (as for safety and quality), to the product component (as for items, housing, family and quality) and to the customer component (as for International and Europe). The only concept that can be related to the suppliers component is subcontractors, which recalls the main role of partnerships in outsourcing for Nice. This result confirms company’s propensity to adopt an outside-in strategic perspective. Although, the key driver of the company’s success is a design-driven innovation based on intangible resources (such as design), there are no references to human and relational capital. The only exception is the concept brand, which refers to the structural capital. ------------------------------------------- INSERT TABLE 5 ABOUT HERE ------------------------------------------- As far as Zignago Vetro is concerned, the “frequent and exclusive” concepts are mostly attributable to the components product and processes, but also to customers and resources. Among the most frequent and strongly associated concepts we find: cosmetics and perfumery, which identify the markets served by the company. The concepts line, service, and bottle, identify product types and lines. Finally, quality and shape refer to the tangible and intangible performances of the product.
78_aidea2013_accounting.docx