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The disruptive strength of digital technologies in many fields and even in healthcare provoked a valuable upheaval, either in the search for information or in their application, modifying and sometimes overturning the relation doctor–patient. User-generated data deriving from social media and online communities represent a form of “disruptive cooperation” with potentially huge benefits to the future growth of society. In this light, by means of a nethnographic analysis on the smart patients and a second online survey on Italian oncologists and professionals, the aim of the paper is to define the impact of user-generated content in pursue personal wellbeing, linking new forms of knowledge, business, and innovation. Hence, starting from the analysis of the emerging concept of systems medicine the paper focuses on the dimension of participation, taking into consideration a data-driven approach and the ‘data, information, knowledge, and wisdom (DIKW) framework’ in order to understand how people draw on user generated content in their wellness project. By analysing the results, managerial perspectives and future research developments are provided.

This article examines unconventional entrepreneurship (accidental or end-user entrepreneurs) to determine whether the decision-making phase of the entrepreneurial process is collective. The analysis identified a virtuous circle that links knowledge, innovation, judgment, and decision making to collective interactions built on passion, experience, and sharing. To study food bloggers as unconventional user entrepreneurs, data were collected and analyzed using netnographic analysis. A supplementary online survey of food bloggers and their followers was also performed. Three groups of food bloggers are identified: amusing, functional, and fervent. Only fervent food bloggers, thanks to the virtuous circle built on passion, experience, and sharing as enablers, can be considered accidental or end-user entrepreneurs.

Moving from the analysis of the unconventional approach to entrepreneurship (accidental/end-user entrepreneur), the purpose of the paper is to verify whether the decision making phase of the entrepreneurial process actually has a collective nature, identifying a virtuous cycle that links individual innovation, knowledge, judgment, and decision-making to collective interactions. Based on the translation of food bloggers in terms of unconventional user entrepreneurs, data were collected by means of an ethnographic analysis and a supplementary online survey on a panel of food bloggers and on their followers. By analyzing the main results of the research, the authors distinguish ‘three generations’ of food bloggers that can be defined amused, functional, and fervent. Only the third group, the fervent food bloggers, thanks to this virtuous circle, seem to emerge as accidental/end-user entrepreneurs.

In recent years both studies and corporate practice highlight the relevance of innovation networking enabling social enterprises to create knowledge, skills and technology sharing systems for innovation. Paying attention to the for-benefit economy, the aim of the research is to verify whether in social enterprises rela-tional attitudes and cooperation influence the propensity for innovation, from an ‘innovation network’ perspective. By means of a Social Network Analysis, com-bined with an Organizational Network Analysis and a Sentiment Analysis the sur-vey is based on a sample of 200 italian social enterprises, out of 910 members of a really relevant non-profit Association in Italy. Preliminary findings show an emerging model, termed in fieri centric innovation network, in which the diffusion of knowledge throughout the network − crucial in order to create innovation − has to constitute a priority in its development policies

The aim of the paper is to investigate consumer perceptions involving green communication, analysed with reference to audience efficacy. In particular, the focus of the study is on the object of communication, in terms of responsible corporate processes or products, which are ecosustainable, natural, green and so on. Starting from a critical overview on the topic, an interpretive model of green communication is suggested and an empirical analysis is conducted, using a quali-quantitative approach. In particular, to verify whether the green content of communication encourages consumers» purchases, the perceptions of the sample with respect to four print advertisements of companies positioning themselves as «green», are examined. The variables used to evaluate the advertisements are extracted from the Iso standard 14021. Findings suggest that sustainable communication can be redefined, in terms of «response-ability» for the requirements of what still remains nowadays, a niche market

The multi-channel strategy, based on open trustworthy relationships and on the support of new communication tools (e.g. social media), is considered crucial for the competitiveness of retail systems. Innovative information technologies transform the store as a privileged area of integration between real and digital, where brand management strategies confront new social spaces. Furthermore, augmented reality adds ulterior levels of information to consumer knowledge and behavior, reshaping and integrating the commercial area itself. In this way, the generation of bottom-up and top-down content changes through social networking, the individual from tryer to buyer to advertiser, thus generating greater value experiences and, therefore, additional sales