TY - JOUR
AU1 - Mari, Carlo
AB - Purpose – The aim of this paper is to examine marketing practices within the bicycle industry. Design/methodology/approach – The paper utilizes both primary and secondary sources to provide a retrospective analysis of marketing strategy at the largest Italian bicycle company. Findings – The paper explains how marketing works at the Bianchi company and provides a detailed analysis of how it built its brand identity over time. Research limitations/implications – Very few primary sources were available. There was neither a company archive nor other archives. For the most part, the paper is based on secondary sources. Originality/value – The paper tries to fill the gap in current marketing literature that usually neglects the bicycle as a relevant topic, despite bicycle companies being a predecessor to the automobile industry. Moreover, the paper demonstrates that bicycle companies developed a rather sophisticated approach to marketing that is still in use.
TI - Putting the Italians on bicycles: marketing at Bianchi, 1885-1955
JF - Journal of Historical Research in Marketing
DO - 10.1108/JHRM-07-2013-0049
DA - 2015-02-16
UR - https://www.deepdyve.com/lp/emerald-publishing/putting-the-italians-on-bicycles-marketing-at-bianchi-1885-1955-JfwjlpFc3R
SP - 133
EP - 158
VL - 7
IS - 1
DP - DeepDyve
ER -