Putting the Italians on bicycles: marketing at Bianchi, 1885-1955. (16th February 2015)

• Record Type: Journal Article
• Authors: Mari, Carlo
• Editors: Jonathan Morris, Prof.
• Is Part Of: Journal of historical research in marketing. Volume 7:Number 1(2015)
• Page Start: 133
• Page End: 158
• Publication Date: 2015-02-16
• Subjects: Marketing -- Italy -- Brand -- Bicycle -- Edoardo Bianchi; Marketing -- History -- Periodicals; Marketing -- Philosophy -- Periodicals; 658.8005
• DOI: 10.1108/JHRM-07-2013-0049
• Languages: English
• ISSNs: 1755-750X

Abstract

Abstract : Purpose: – The aim of this paper is to examine marketing practices within the bicycle industry. Design/methodology/approach: – The paper utilizes both primary and secondary sources to provide a retrospective analysis of marketing strategy at the largest Italian bicycle company. Findings: – The paper explains how marketing works at the Bianchi company and provides a detailed analysis of how it built its brand identity over time. Research limitations/implications: – Very few primary sources were available. There was neither a company archive nor other archives. For the most part, the paper is based on secondary sources. Originality/value: – The paper tries to fill the gap in current marketing literature that usually neglects the bicycle as a relevant topic, despite bicycle companies being a predecessor to the automobile industry. Moreover, the paper demonstrates that bicycle companies developed a rather sophisticated approach to marketing that is still in use.