Communication approaches in knowledge development. Empirical evidence from an Italian industrial district

In an increasing number of industries, the value proposition is no longer based on discrete transactions, but rather on a continuous exchange of knowledge between the components of the “system of value”. These relationships are the prerequisite to ensure the “mutual survival” of the involved companies. Consequently, in local and globalmarketsdynamics,firms’competitiveposition can’t set aside the communication of the intangible assets, as showed in consolidated branches of management studies (the Resource-Based View and competence-based approaches). In this perspective, the role of marketing and corporate communication is crucial both for emerging a corporate culture, fit for knowledge development, and for the implementation of a knowledge-based approach in the use of communication tools. The main aim of this contribution is the analysis of corporate communication in the process of knowledge development in b-to- b markets. Consequently, a classification is presented to compare the different approaches to communication of industrial companies The taxonomy identifies specific levels of awareness in engaging in communication activities. Each level of ‘communication orientation’ shows different skills in developing profitable relationships with relevant stakeholders. On the basis of these premises, we present an exploratory study on a sample of firms operating in the leather tanning district of Solofra. In addition to a check of the current state of communication in the district, this survey allows to test if frequent coordination mechanisms and/or communication competences exist in b-to-b contexts. Our survey has interesting effects both in terms of managerial implications and for future research directions in these fields of studies (knowledge management and industrial corporate communication), in which many areas are still considered “grey”.