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Bicycle: The History
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1755-750X
- DOI
- 10.1108/JHRM-07-2013-0049
- Publisher site
- See Article on Publisher Site
Abstract
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.
Journal
Journal of Historical Research in Marketing – Emerald Publishing
Published: Feb 16, 2015