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...

The Italian co-operative enterprises have prospered in the last thirty years in various sectors. In this essay we analyze the role played by managerilization in allowing Italian co-ops to compete nationally and internationally with capitalist enterprises. On the basis of a substantial set of...