Marketing management per la promozione del cippatino: un prodotto innovativo in sostituzione del pellet

Marketing management for the promotion of innovative wood products: the case of “cippatino”. More then 40% of the pellet used in Europe is consumed in Italy and the demand is still growing. Almost all of the pellet used in Italy (about 90%) is imported. Actually wood pellets are replacing traditional renewable fuels, such as local firewood, with considerable consequences on land management, local economy and employment. Therefore some companies have invested in an innovative process developing a substitute for pellet called Cippatino. In this study we have developed a marketing management process for “Cippatino”.