Purpose – The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social network approach, which was mainly used by cooperative enterprises. Focussing on the case study of the Granarolo...

This paper analyzes cooperative enterprises' networks in the Italian economy, in accordance with recent economic theory, to throw light on the causes of their success of in the last 30 years. We reference the vast literature about business networks to identify some interpretative lines that can...