...Prof. Jonathan Morris; Ferdinando Fasce; Elisabetta Bini Purpose – The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s. Design/methodology/approach – The purpose of this paper is to examine the presence...

... and it is no exaggeration to claim that it is part of the Italians’ identity. The history of Bianchi is strictly linked to the history of bicycle diffusion in Italy. Bianchi was, and still is, one of the world’s leading and most popular bicycle manufacturers. Its history deserves to be told because it provides valuable...

...Prof. Jonathan Morris; Alberto Guenzi Purpose – This paper aims to approach the issue of premium offers in Italy by discussing the case study of Fabbri, a firm operating since 1905 in the business of liqueurs, syrups and semi-manufactured products for ice cream. Design/methodology/approach...

... successor to the founder designer; or those operating in market sectors where competition from emerging companies is particularly aggressive. © Emerald Group Publishing Limited 2015 Italy Fashion Business history Brand revival Retro marketing Our research shows that returning...

... to Italy, creating original, and unexpected solutions. Originality/value Although some research has been conducted on the Italian advertising scene during the post‐World War II years, the few existing contributions did not focus on the interaction between the imported American model and the local...