Innovazione commerciale ed effetti di rete: quali implicazioni di politica industriale?

In an environment with increasing competition, the importance of taking care of customers through marketing, high quality service and after sale support has been shown to be crucial for getting competitive advantage. In spite of the clear evidence that technical innovations are not, by themselves, a guarantee of business success, a high number of firms in Italy seem not to pay attention to those factors affecting the level of perceived quality and still invest in technical change and new equipment. In this paper, taking into account the Swedish experience in terms of industrial policy, we develop an analytical framework useful for a policy toward marketing innovation.