Modelli di business e strategie di marketing nelle medie imprese. La gestione della crisi tra continuità e cambiamento

The authors propose a longitudinal case analysis of two Tuscan medium-sized companies in the fashion industry with the objective to verify if and how the recent in- ternational economic crisis has affected the business models and marketing strategies of the two companies. For this purpose a theoretical model is developed for the analysis of business models and the relative evolution that the authors use as a framework to design the case study method. The empirical results show that medium-sized firms react to the crisis by adapting their strategies to a different competitive scenario; the original business model remains the same, but some changes in its critical sub-systems have been introduced.