• business-to-business
• case study
• customer value
• Rossi S.p.A.
• service

L’obiettivo principale di questa tesi di laurea è quello di fornire una panoramica generale circa la dimensione di servizio attraverso uno studio attento e accurato del case Study dell'azienda scelta dallo studente in seguito a un tirocinio formativo.
La tesi è sviluppata secondo un'analisi diacronica e qualitativa del caso e conta di un’introduzione e quattro capitoli che affrontano rispettivamente le tematiche: global value chain, business-to-business marketing, service-dominant logic, analisi pre/post vendita e caso con relativa metodologia. Inoltre un'intervista condotta dallo studente al manager del Customer service dell'azienda arricchisce e supporta lo studio e la ricerca dei dati. Cenni storici importanti sull’azienda dalle origini sino ad oggi sono riportati nel quarto e ultimo capitolo. Una ricca bibliografia conclude l'intero lavoro.

This thesis is the result of a constructive three-month internship at Rossi s.p.a., the leading company in the sector of gear reducers and gear motors, based in Modena. The internship took place in January 2018 for supporting the IT office, the After-sales department and the marketing department. The tasks performed during the internship have proved to be fruitful for the thesis, especially for the selection of the case study to analyze. In fact, the internship in Rossi has taught me that the theory always matches up the practice. Topics like Service Dominant Logic and customer value creation, in Rossi, are an everyday reality that managers and employees are fully committed to respect. Indeed, this thesis is seen as an original work containing a special interview carried out by me to the Customer Service Manager, who analyzed in depth information and data crucial for the final purpose of this work which is highlighted since the beginning. In fact, the title of this thesis is Moving forward with the Service-Dominant Logic: exploring the service-centered view of Rossi s.p.a. It clearly explains what the main goal was throughout the work and what the message is to be transfer. The thesis is developed as follows: ¬ Introduction ¬ Chapter 1 – Systems playing globally in B2B context ¬ Chapter 2 – The Service-Dominant Logic and the relevance of value ¬ Chapter 3 – Case study analysis: The Rossi service-centered view ¬ Chapter 4 – Company Profile ¬ Annex A – Interview ¬ Bibliography Each chapter is elaborated in depth through research, analysis, theory and concepts, and succeeds one another with logic and synergy. The starting point is the general background on Global value chain offering a deep insight into the evolution of these systems since local clusters and districts have become more and more global over the years. This leads to the focus on Business-to-Business Marketing through a perspective based on the relationships established between the firm and the customer, the firm and the distributors and, more generally between the seller and the buyer. Of course, this kind of globalization leads to develop an attractive business strategy in order to be ever more competitive for gaining market share, good reputation and reliability. This strategy is centered on the service in support of the product provided to the final customer by the firm. So, the focus on intangible values has changed the traditional concept of the product moving forward a customer-oriented strategy. As a result, the added value is what, in today’s world, makes the difference creating a kind of uniqueness around the product. To prove this new trend a case study was selected and analyzed: the service-centered view of Rossi s.p.a. A detailed case is presented by this thesis through the collection of data and information provided also by the firm through an interview (Annex A). The final chapter offers the company profile of the firm selected for the case study for having a better understanding of the entity of this Italian company so developed and expanded throughout the world.