Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Strategie per le PMI nell’economia della conoscenza e dell’informazione Jesse B.T. Marsh Atelier Studio Associato [email_a...
Società dell’informazione IL MIO MERCATO, LA MIA CULTURA? “ La tecnologia non è né buona né cattiva, ma neanche neutrale” ...
Tecnologia Definizioni dal The American Heritage Dictionary, Microsoft Bookshelf 1. A. L’applicazione della scienza, sopra...
Scenari Scenari sviluppati dallo “Institute for Prospective Technological Studies”, Commissione Europea, Siviglia MENTALIT...
Micro-imprese in Europa Progetto IST 2000 29568 “NEWTIME” (New E-Work Techniques in Micro Enterprises)
Obiettivi di business Progetto IST 2000 29568 “NEWTIME” (New E-Work Techniques in Micro Enterprises)
Micro-imprese in rete ORIENTAMENTO DELLA RETE TIPO DI CONOSCENZA FAMIGLIA / SOCIALE AFFARI TACITA CODIFICATA ALTA DENSITA’...
Reti in rete ORIENTAMENTO DELLA RETE TIPO DI CONOSCENZA FAMIGLIA / SOCIALE AFFARI TACITA CODIFICATA ALTA DENSITA’ LEGAMI D...
Strutture della conoscenza UNA MAPPA DELL’INTERNET UNA TASSONOMIA
Conoscenza e comunicazione LE FORME DELLA CONOSCENZA Max H. Boisot, “Knowledge Assets” TRANSAZIONI A BASE SOCIALE Istanbul...
Strategie comunicazionali SERVICE CO-PRODUCTION CUSTOMER VALUE NETWORK CAPITAL COMMUNICATIONAL INTERACTIVITY
Shift culturale Profili e data mining.  Partecipazione attiva dei clienti nella creazione di valore. Ricerche di mercato. ...
La “coda lunga” UN ESEMPIO DALL’INDUSTRIA DELLA MUSICA
La “coda lunga”
Web 2.0 <ul><li>Tom O’Reilly et al, 2003 </li></ul><ul><ul><li>“ Design Patterns and Business Models fo the Next Generatio...
Mappatura
Strumenti TAGS WIKI RSS CREATIVE COMMONS
Upcoming SlideShare
Loading in …5
×

Strategie per le PMI nell’economia della conoscenza e dell’informazione

2,013 views

Published on

Strategie Comunicazionali per le Micro Imprese, Docenza nei "Seminari per General Management: Strategie", Trapani (IT), 30 giugno 2007

Published in: Business
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Strategie per le PMI nell’economia della conoscenza e dell’informazione

  1. 1. Strategie per le PMI nell’economia della conoscenza e dell’informazione Jesse B.T. Marsh Atelier Studio Associato [email_address] www.atelier.it
  2. 2. Società dell’informazione IL MIO MERCATO, LA MIA CULTURA? “ La tecnologia non è né buona né cattiva, ma neanche neutrale” (Kanzberg’s First Law, from Manuel Castells “The Rise of the Network Society”) ABBIAMO LE CONOSCENZE, L’INFRASTRUTTURA? ACCESSO A MERCATI GLOBALI! EFFICENZA NELLA GESTIONE!
  3. 3. Tecnologia Definizioni dal The American Heritage Dictionary, Microsoft Bookshelf 1. A. L’applicazione della scienza, soprattutto per obiettivi industriali o commerciali. B. Il metodo scientifico e/o il materiale utilizzato per raggiungere un obiettivo industriale o commerciale. 2. Antropologia. Il patrimonio di conoscenze a disposizione di una civiltà impiegato per fabbricare strumenti, praticare arti manuali, ed estrarre o raccogliere materiali. Una invenzione satirica: una forchetta-penna che permette agli impiegati di lavorare durante la pausa pranzo. Un oggetto prodotto per un obiettivo industriale (conservare il vino), trasformato dalla prassi sociale.
  4. 4. Scenari Scenari sviluppati dallo “Institute for Prospective Technological Studies”, Commissione Europea, Siviglia MENTALITA’ COLLETTIVO USO DELLA TECNOLOGIA MOLECOLARE / IMPRENDITORIALE MENTALITA’ DI RETE EMANCIPATIVO CONTROLLO / REPRESSIVO LA NOIA ECO-CYBER CYBERPOLIS LIBERAZIONE
  5. 5. Micro-imprese in Europa Progetto IST 2000 29568 “NEWTIME” (New E-Work Techniques in Micro Enterprises)
  6. 6. Obiettivi di business Progetto IST 2000 29568 “NEWTIME” (New E-Work Techniques in Micro Enterprises)
  7. 7. Micro-imprese in rete ORIENTAMENTO DELLA RETE TIPO DI CONOSCENZA FAMIGLIA / SOCIALE AFFARI TACITA CODIFICATA ALTA DENSITA’ LEGAMI DEBOLI BASSA DENSITA’ LEGAMI FORTI Famiglia Culturale Etnica Comunità Pari Supporto/apprendimento Distretto territoriale Organizzativa Distretto industriale Supply chain Progetto IST 2000 29568 “NEWTIME” (New E-Work Techniques in Micro Enterprises)
  8. 8. Reti in rete ORIENTAMENTO DELLA RETE TIPO DI CONOSCENZA FAMIGLIA / SOCIALE AFFARI TACITA CODIFICATA ALTA DENSITA’ LEGAMI DEBOLI BASSA DENSITA’ LEGAMI FORTI Famiglia Culturale Etnica Comunità Pari Supporto/apprendimento Distretto territoriale Organizzativa Distretto industriale Supply chain Social inclusion Learning regions Communities of Practice Learning organisations Progetto IST 2000 29568 “NEWTIME” (New E-Work Techniques in Micro Enterprises)
  9. 9. Strutture della conoscenza UNA MAPPA DELL’INTERNET UNA TASSONOMIA
  10. 10. Conoscenza e comunicazione LE FORME DELLA CONOSCENZA Max H. Boisot, “Knowledge Assets” TRANSAZIONI A BASE SOCIALE Istanbul Café Scene (Magic Lantern Slide)
  11. 11. Strategie comunicazionali SERVICE CO-PRODUCTION CUSTOMER VALUE NETWORK CAPITAL COMMUNICATIONAL INTERACTIVITY
  12. 12. Shift culturale Profili e data mining. Partecipazione attiva dei clienti nella creazione di valore. Ricerche di mercato. Abilità di definire target. Strategie di marketing mirata. Co-design dei servizi Valore delle inter-connessioni create con altre comunità di utenza. Capacità di spesa Fedeltà, lealtà al marchio Stabilità dei gusti Valore della clientela Marketing virale. Massa critica di utenza. Una rete di distribuzione a forte copertura territoriale ed efficienza logistica. Capitale di rete Strategia di rete Strategia di prodotto Obiettivo
  13. 13. La “coda lunga” UN ESEMPIO DALL’INDUSTRIA DELLA MUSICA
  14. 14. La “coda lunga”
  15. 15. Web 2.0 <ul><li>Tom O’Reilly et al, 2003 </li></ul><ul><ul><li>“ Design Patterns and Business Models fo the Next Generation of Software”, 2005 </li></ul></ul><ul><li>“ Web come piattaforma” vs applicazioni PC </li></ul><ul><li>Modello Open Source, focalizzato sui servizi </li></ul><ul><li>Fiducia negli utenti per la co-creazione di valore aggiunto </li></ul><ul><li>Cattura l’intelligenza collettiva </li></ul><ul><li>Leggerezza: il prototipo perpetuo </li></ul><ul><li>“ Social Software”, “User-generated Content” </li></ul>
  16. 16. Mappatura
  17. 17. Strumenti TAGS WIKI RSS CREATIVE COMMONS

×