Dissemination and Cultural Change as an Alternative Business Value Proposition in the Construction Industry: Manni Group Case Study. (November 2021)

• Record Type: Journal Article
• Authors: Tinazzi, Umberto
• Other Names: Bruni Roberto guest-editor.; Cosimato Silvia guest-editor.
• Is Part Of: Journal of creating value. Volume 7:Number 2(2021)
• Page Start: 183
• Page End: 188
• Publication Date: 2021-11
• Subjects: Business-to-business marketing -- dissemination -- managerial implications -- Manni Group -- off-site; Customer services -- Periodicals; Customer relations -- Management -- Periodicals; Consumer satisfaction -- Periodicals; 658.812
• DOI: 10.1177/23949643211049772
• Languages: English
• ISSNs: 2394-9643

Abstract

There is a gap of knowledge between practitioners about the off-site construction. For this reason, the Manni Group case study presented in this article highlights the positive role of dissemination as business value proposition support in the context of off-site construction industry. The Manni Group involved opinion leaders, professionals, universities and industrial partners in a network of dissemination that, going beyond the concept of advertising, it generated a multiple effect of value creation between the direct and indirect involved stakeholders. Dissemination emerges as a model of action that creates impacts on cultural change. It is scalable and applicable in many areas where actors have the right competences to manage the dissemination. Wherever there is a knowledge gap or friction towards new techniques and methodologies, the model is able to create value for companies and stakeholders involved in the emerging network.