Abstract

The interest of my research is Digital Transformation and Corporate Social Responsibility as an involvement for the Brand.

In this way the “product platform” contributes to the improvement of competitive position of the Business Unit and Branding”, between the marketing process: Customer Relationship Management—Product Development Management—Customer Satisfaction.

Weberian vision of ideal type as a concept—ideal limit to illustrate the significant elements of its own empirical content, tends to identify an overcoming from the role of consumer as target to the analysis of the techniques of profiling the humanization of the customer with his needs, fears and aspirations.

The research project consists of three parts. In the first a deepening on the wide literature of international scope, above all “made in USA” regarding the market orientation—Industry 4.0—platform: the origin, the internal organization, the management, the communication strategies.

In the second part focuses instead on brand analysis, to reconstruct the main social and economic projects while assessing the internal analytical coherence, ideological value and deducing the most significant operational indications.

The third, on the other hand, explores corporate social responsibility through small and medium-sized enterprises with market orientation, a socially responsible management-driven approach, strategic enterprise orientation and business management, resulting from different synergistic combinations.

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