Paolo Popoli

University of Campania "Luigi Vanvitelli"Italy

Paolo Popoli is a faculty member of Parthenope University of Naples, Italy, where he has been working since 2002 as an associate professor on management. He teaches management, retail management and public services management, and he has also been teaching for several years marketing and international marketing. Dr. Popoli has been a professor also at other prestigious Italian universities, and he has been a visiting fellow at Warwick Business School in England. During the last years, Dr. Popoli has been focusing his research activities on brand management, corporate social responsibility, social innovation and outsourcing. His research activity is centred on qualitative analysis; he is the author of books and numerous papers on peer-reviewed international journals, focused most of all on the conceptual and theoretical aspects of the dealt issues.

1books edited

2chapters authored

Latest work with IntechOpen by Paolo Popoli

This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

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Brand ManagementAdvancing Insights onEdited by Paolo Popoli

Brand Management

Edited by Paolo Popoli

Chapters authored

Social Enterprise and Social Innovation: A Look Beyond Corporate Social Responsibility

By Paolo Popoli

After providing a preliminary conceptual framework for social entrepreneurship, social enterprise, and social innovation in light of the prevailing economic literature, this chapter aims to investigate the links and differences between corporate social responsibility (CSR) and corporate social innovation (CSI). In particular, it is examined how and why the paradigm of social innovation represents a business opportunity by overcoming CSR’s traditional logic of “giving,” thereby allowing social value creation to go hand in hand with economic value creation. The theme is discussed first at a general level for each type of enterprise and subsequently with particular reference to the global firm, with regard to which considerations are developed as to the most suitable approach to CSI in light of the worldwide spread of values and principles for conducting business, and of the global importance of social and environmental problems. In terms of method, the chapter is developed conceptually on the basis of the prevailing international literature and of secondary data.

Part of the book: Social Enterprise

The Holistic Vision of Brand Management

By Paolo Popoli

Over the past several decades, brand management has gone through an evolution from the traditional customer-oriented and firm-focused paradigm toward a wider vision concerning the target and the users of the brand and the process of creation of the brand value. In particular, the brand management literature has endorsed the stakeholder theory and service-dominant logic principles with reference to the process of determining the brand meanings and the brand value. The aim of this chapter is going over the evolutionary process of the brand management during the latest years in order to get to a holistic vision, considering the brand as a conceptual construction originated by the interaction between the firm and multiple stakeholders and the brand value as the result of a dynamic and social process of co-creation of the brand meanings and functions. Therefore, this chapter is conceptual in nature, and it aims to investigate the state of art of brand management providing conceptual examinations about the way the brand meanings and value originate, with a particular reference to the present economic and competitive contests dominated by the Web-based technologies and by the related interaction processes within a broad stakeholders’ ecosystem.

Part of the book: Brand Management

Paolo Popoli

Latest work with IntechOpen by Paolo Popoli

Brand Management

Chapters authored

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