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Previous research assumes that technologies 4.0, particularly big data, may be highly relevant for organizations to increase human resources (HR) communication strategies, but the research provides little or no evidence on whether and how these tools are applied in employees and labor market relations. This study intends to offer a first insight on the adoption of data-driven HR/talent management approach, contributing to the ongoing debate on the Industry 4.0. This study aims to investigate the use of 4.0 technologies in HR and talent management functions, focusing also on the adoption of big data analytics for internal and recruitment communication.

The analysis of the literature enables to define the research questions and an exploratory web survey was carried out through a structured questionnaire. The analysis unit of the empirical survey includes the communication and marketing managers of 90 organizations in Italy, examined in the Mediobanca Report on the “Main Italian Companies.”

Findings highlight a lack of the use of 4.0 technologies and big data analytics in employee and labor market relations and reveal some sectoral differences in the adoption of 4.0 technologies. Moreover, the study points out that the development of HR analytics is hampered by short-term perspective, data quality problems and the lack of analytics skills.

Due to the exploratory research design and the circumscribed sample from a single country (Italy), further cross-national evidence is needed. This study provides digital communication managers with useful insights to improve the data-driven HR/talent management approach, which is a strategic asset for ensuring a sustainable competitive advantage and optimizing business performance.

The study offers an overview about the use of big data analytics in internal and recruitment communications. Considering the alignment between Italian and European trends in the use of big data and in the adoption of HR analytics, the study can provide insights also for other European organization.

The purpose of this paper is to analyse the engagement of chief executive officers (CEOs) in corporate communication and focus on how their approach to communication develops in relation to the longevity of their tenure. The paper also explores how founder centrality is linked to the objectives of CEO communication and the CEOs’ use of personal social media.

The paper brings together the relevant literature from different disciplines, related to leadership communication, CEO longevity and founder centrality, and reveals a number of unexplored issues. Four research questions were defined and an exploratory survey was carried out, involving 93 CEOs from large companies located in Italy.

The results show that CEOs are strongly engaged in institutional communication. Short-tenured CEOs seem more engaged in building and consolidating relationship networks with specific stakeholders (customers and employees), while long-tenured CEOs tend to be more involved in institutional and financial communications.

Due to the exploratory research design and the circumscribed sample from a single country (Italy), further cross-national evidence is needed to substantiate the suggested links between engagement in communication activities and longevity. The study highlights the managerial and communication skills that CEOs must be provided with during their corporate tenure, thus suggesting the need to further examine the “life cycle” of CEO communication activities.

The paper sheds light on CEO communication dynamics. It is the first of its kind in the Italian context, where some factors, such as longevity of tenure, seem to play an important role in shaping corporate communication objectives and activities.

The aim of this chapter is to investigate the transformations undergone by dual marketers in their marketing strategies, with the advent of new digital tools. In particular, the chapter wants to emphasise the shift from a dual marketing perspective to the omnichannel approach, based on the integration of communication strategies between business-to-business (B2B) and business-to-consumer (B2C). To this end, the chapter first analyses the theoretical contribution of the integrated marketing communication paradigm in omnichannel marketing. Then, identifying the characteristics common to the B2B and B2C markets, it maps the use of touchpoints and digital content in the dual marketers' omnichannel strategies. Moreover, the role of online personalised marketing and big data analytics tools is illustrated in order to investigate the relationship between dual marketing and big data analytics towards Industry 4.0. Lastly, the dynamics and the perspectives emerged from the literature are traced within the case study of Unicredit Italia to try to bring out the best practices for an omnichannel strategy of dual marketers.

The chapter aims to bridge theory-practice by proposing an in-depth examination of three cases of companies accused of greenwashing, namely Volkswagen for Dieselgate, Nestlè and Golden Agri-Resources (a palm oil plantation company included in DJSI). The chapter thus reflects on deliberate communicative practices and organisational processes that lie beyond the most visible manifestations of greenwashing. Drawing on these cases, common communication errors and practices of corporate misconduct in corporate sustainability are disclosed. Readers, such as practitioners, who are not interested in academic mechanisms and more in the practical effects of the phenomenon can appreciate the analysis of the cases linked with the presentation of a series of principles and guidelines. Managerial solutions to contrast the different types of greenwashing risks, and to reduce associated negative effects on corporate image and reputation, are presented.

Despite the fundamental role that digital social media could play in the process of consumer co-creation, academic research on this topic is still in its infancy. The overall aim of the chapter is to consider how digital social media can be used by firms to encourage and sustain co-creation behavior.

We draw a multiple case analyses, focusing on the insurance industry, particularly on the Italian insurance market.

We particularly extend the literature on value co-creation by proposing a composite framework that enables us to grasp the different strategies that firms implement in their different manners of employing digital social media.

We set forth a research agenda for managerial scholars that can help understand how social media should be incorporated in the day-to-day operations of insurance companies.