In a scenario characterized by the globalization of the markets, the competitiveness of firms across the industries and mainly in the agri-food sector is linked to their capability to make distinguishable their products and communicate their uniqueness. Branding can concretely answer to these...

The article is focused on the explanation of the benefits of an open innovation approach in order to drive small and medium enterprises within the actual dynamic environment. In particular, the article gives evidence of the capability of the new paradigm in enabling innovative patterns of growth...