Michela Addis | Roma Tre University, Rome, Italy (original) (raw)
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Papers by Michela Addis
Routledge eBooks, Jan 20, 2023
2021 AMA Summer Academic Conference, 2021
ADAMO : diagnosi di un territorio, tra conservazione attiva, applicazioni tecnologiche e sviluppo sostenibile, 2020
Electronic Markets, 2017
La customer centricity puo essere definita come la propensione di un’impresa a porre il cliente a... more La customer centricity puo essere definita come la propensione di un’impresa a porre il cliente al centro delle proprie decisioni, traducendole in una customer experience di valore per il cliente e per l’azienda stessa. In quest’ottica, l’esperienza del cliente, articolata attraverso i diversi canali di contatto con l’impresa lungo il customer journey, deve essere il termine di riferimento per tutti i processi aziendali. Una ricerca SDA Bocconi ha sviluppato un modello che contempla i diversi ambiti di intervento rilevanti per un’azienda realmente customer-centric, individuando tre macro-categorie fondamentali: la cultura organizzativa; l’orientamento strategico; le condizioni abilitanti. Analizzando le imprese attraverso questo framework diventa possibile individuare le potenziali lacune e quindi gli strumenti di intervento piu adeguati nel percorso verso la customer centricity.
European Journal of Marketing, 2020
Purpose The purpose of the paper is to investigate the role individual fantastical thinking (FT) ... more Purpose The purpose of the paper is to investigate the role individual fantastical thinking (FT) plays in increasing the returns of value co-production by using technology-based services (TBSs). Design/methodology/approach This research combines 3 laboratory experimental studies with a survey, collecting data from 373 participants in total. An ad hoc customization Web-based tool – TBS - was created for the purpose of the studies. Findings FT increases the outcomes of value co-production via a chain reaction, as follows: FT increases the perceived ease of value-production; perceived ease of value coproduction increases enjoyment; enjoyment increases a broad range of key outcome variables of value co-production, namely, attitude and purchase intention toward the co-designed products; the number of interactions and time of interaction in the value co-production process, which measure its efficiency; expert perceived quality and novelty of the co-designed products; ordinary perceived qu...
This article introduces a novel and comprehensive conceptual framework for designing innovative f... more This article introduces a novel and comprehensive conceptual framework for designing innovative food experiences that enhance food well-being. We call this framework the novel food experience design. It supports managers in cocreating customer-centric food experiences to limit unintended detrimental consequences and enhance individual and societal food well-being. The novel food experience design (1) employs a systemic (vs. endemic) approach to the innovation process and (2) promotes prioritizing ethical decision-making alongside economic decisionmaking. Building on insights derived from ecosystem theory and the ethical principles literature, we develop four fundamental propositions to innovate food experiences: do no harm, do good, ensure autonomy, and ensure fairness. Our framework promotes higher levels of individual and societal food well-being than restricted food design innovations, preventing unintended consequences. Finally, we illuminate the implications for service researc...
Routledge eBooks, Jan 20, 2023
2021 AMA Summer Academic Conference, 2021
ADAMO : diagnosi di un territorio, tra conservazione attiva, applicazioni tecnologiche e sviluppo sostenibile, 2020
Electronic Markets, 2017
La customer centricity puo essere definita come la propensione di un’impresa a porre il cliente a... more La customer centricity puo essere definita come la propensione di un’impresa a porre il cliente al centro delle proprie decisioni, traducendole in una customer experience di valore per il cliente e per l’azienda stessa. In quest’ottica, l’esperienza del cliente, articolata attraverso i diversi canali di contatto con l’impresa lungo il customer journey, deve essere il termine di riferimento per tutti i processi aziendali. Una ricerca SDA Bocconi ha sviluppato un modello che contempla i diversi ambiti di intervento rilevanti per un’azienda realmente customer-centric, individuando tre macro-categorie fondamentali: la cultura organizzativa; l’orientamento strategico; le condizioni abilitanti. Analizzando le imprese attraverso questo framework diventa possibile individuare le potenziali lacune e quindi gli strumenti di intervento piu adeguati nel percorso verso la customer centricity.
European Journal of Marketing, 2020
Purpose The purpose of the paper is to investigate the role individual fantastical thinking (FT) ... more Purpose The purpose of the paper is to investigate the role individual fantastical thinking (FT) plays in increasing the returns of value co-production by using technology-based services (TBSs). Design/methodology/approach This research combines 3 laboratory experimental studies with a survey, collecting data from 373 participants in total. An ad hoc customization Web-based tool – TBS - was created for the purpose of the studies. Findings FT increases the outcomes of value co-production via a chain reaction, as follows: FT increases the perceived ease of value-production; perceived ease of value coproduction increases enjoyment; enjoyment increases a broad range of key outcome variables of value co-production, namely, attitude and purchase intention toward the co-designed products; the number of interactions and time of interaction in the value co-production process, which measure its efficiency; expert perceived quality and novelty of the co-designed products; ordinary perceived qu...
This article introduces a novel and comprehensive conceptual framework for designing innovative f... more This article introduces a novel and comprehensive conceptual framework for designing innovative food experiences that enhance food well-being. We call this framework the novel food experience design. It supports managers in cocreating customer-centric food experiences to limit unintended detrimental consequences and enhance individual and societal food well-being. The novel food experience design (1) employs a systemic (vs. endemic) approach to the innovation process and (2) promotes prioritizing ethical decision-making alongside economic decisionmaking. Building on insights derived from ecosystem theory and the ethical principles literature, we develop four fundamental propositions to innovate food experiences: do no harm, do good, ensure autonomy, and ensure fairness. Our framework promotes higher levels of individual and societal food well-being than restricted food design innovations, preventing unintended consequences. Finally, we illuminate the implications for service researc...