Starting from the studies on the value of relational capital and the importance accorded to the satisfaction of customer loyalty in the process, the objective of this research is to analyze the relationships between an industrial and commercial customers through the study of satisfaction distributors is recognized as an antecedent of trust and loyalty intentional perspective, both as a dependent variable, ie as a result of a process of building a lasting relationship between buyers and sellers. The theoretical construct will be confirmed in the empirical analysis on dealer satisfaction of a multinational in the field of light quadricycles. The discussion of results and major strategic implications will allow us to confirm the importance of dealer satisfaction as an indicator of customer-based performance evaluation for an industrial distribution which, in the process of channel management, needs to monitor the competitive results at the distribution level in order to improve the actions of trade marketing and as result of the competitive advantages on the intermediate market and on the final one.

Objectives. This research has the aim to investigate the approach to sustainability on the part of pharmaceutical companies, considering both the governance philosophy and a more practical dimension. Methodology. This is a qualitative research, conducted in particular through an interview to a key-informer and through the analysis of a case study, based on a semi-structured on-line questionnaire completed by the Directorate-General of a multinational pharmaceutical corporation. Findings. Results show a new business model, based on the so-called “health outcomes”, which represent a new sustainable value proposition applied to the Health Service and to its patients with the creation of a series of partnerships with some healthcare companies and other stakeholders, through an effective corporate communication, fundamental for its reputation. Research limits. Findings cannot be generalized because this is a qualitative and explorative research, which represents, moreover, a preliminary study; furthermore the collected information are related to a company and not to the whole marketplace. Practical implications. The sustainability orientation and the intersystem relationships could simplify the creation and the management of the pathologies and assistance networks and the degree of a vertical integration of the research in the perspective of a long lasting relationship with doctors, patients and the scientific associations and, indirectly, of drugs promotion, making the relationship logic an opportunity of strategic development. Originality of the study. The analysis of sustainable corporation, corporate social responsibility and corporate communication, interpreted through a system viewpoint, with reference to the pharmaceutical sector, is not a topic examined in depth by academic scholars.

In this work we analyze the evolution of the role of sales manager and sales force in a relational perspective of value creation in business to business contexts, especially related to the sale of prescription drugs. Empirical research and the strategic implication allow us to highlight the importance of the customer-supplier relationship, especially in business to business contexts and the role of the sales force in managing long-term relationships with customers. The work ends with the study of a model of task force for an easier access to the market by the pharmaceutical companies and the expected value of a proposition through the sharing of knowledge and the creation of partnerships.

Le grandi trasformazioni economiche che hanno interessato la nostra economia hanno determinato un'evoluzione strutturale del settore distributivo trasformando gli intermediari commerciali in clienti attivi in grado di condizionare il mercato finale e di imporsi sulle imprese industriali. Ciò ha indotto queste ultime a ripensare le modalità di gestione delle relazioni con gli intermediari commerciali attraverso la ricerca di una collaborazione con gli stessi o attraverso la realizzazione di strategie di vertical branding con le quali è possibile sfruttare la capacità di un punto vendita di relazionarsi con la domanda finale. Il presente lavoro si propone di analizzare il concetto di punto vendita quale piattaforma relazionale in grado di creare valore sia per l'impresa commerciale, o industriale integrata a valle, sia per il cliente finale. In particolare si approfondisce lo studio del valore generato dagli spazi di consumo temporanei attraverso l'analisi dell'impatto di tali format sul consumatore finale.

The study focuses on temporary shops, the recent communication and distribution innovation, based on the customers experience, used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The study aims to analyze the development of these new retail formats that can generate value for both the company and the consumer. Before contributions are indentified in the literature to be necessary for the analysis of the temporary shop and then the impact of this format on the consumer through a fact-finding. The survey shows that consumers make impulse purchases in the temporary shop facilitated by psychological involvement in the purchase of a brand, by shopping experience and high gratification resulting from the store atmosphere. Finally the paper highlights the role of location in influencing the attractiveness of the store and the perceptions of effectiveness of the service components are not directly and exclusively related to shop.