Battistella, Cinzia; Biotto, Gianluca; De Toni, Alberto F. - In: Management Decision 50 (2012) 4, pp. 718-743
entire business model moulded in building blocks, and realize what the authors called meaning strategy. Design …/methodology/approach – After a detailed overview of the theoretical background grounded in the strategy literature and design one, to support the … authors' perspective, an in‐depth study of meaning strategy performed by illycaffè is presented. Findings – The value of the …