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Putting the Italians on bicycles: marketing at Bianchi, 1885-1955

Putting the Italians on bicycles: marketing at Bianchi, 1885-1955 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Putting the Italians on bicycles: marketing at Bianchi, 1885-1955

Mari, Carlo
Journal of Historical Research in Marketing , Volume 7 (1): 26 – Feb 16, 2015
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-07-2013-0049
Publisher site
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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.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Feb 16, 2015

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