A marketing perspective on reshoring: online corporate brand image and communication of reshored Italian companies

Elisa Conz

Abstract


Building on a critical analysis of branding and reshoring literature, the present study theoretically and empirically contributes to extant knowledge, considering reshoring from a marketing perspective. The textual and semiotic analysis of the official corporate websites of 33 Italian companies – that reshored part of their activities to Europe – revealed that Italian companies still do not leverage on reshoring to form e refine the online corporate brand image. The present study has also a practical relevance for managers operating within the marketing business units, suggesting the relevance to communicate reshoring drivers – especially “Made in” effect and CSR policies that are the most relevant motivations of reshoring for Italian companies – to their audiences, leverage on reshoring to build brand image and to gain competitive advantage.


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DOI: http://dx.doi.org/10.13132/2038-5498/10.1.1962

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Registered by the Cancelleria del Tribunale di Pavia N. 685/2007 R.S.P. – electronic ISSN 2038-5498

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