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Innovation management in family firms is a paradoxical challenge. The constant tension between innovation and tradition confers to this topic a fascinating mystery area that calls to action scholarly efforts and further studies to underscore whether family firms are innovating or not. This debate becomes even more intriguing and interesting when family businesses are small-sized and embedded in local contexts strongly attached to traditions and cultures that inhibit change. Based on the curiosity of analyzing the innovation proclivity of small family firms rooted in such a context and building on previous studies that were focused on innovation in family run businesses, we deeply investigated two cases. Findings uncovered a twofold and opposite role of the context:  on the one hand, a constraint and, on the other hand, leverage of innovation. Interesting scholars and practical implications are discussed, and future studies are suggested.

Customer value is unanimously considered to be one of the most fundamental concepts in marketing theory. Nonetheless, customer value measurement has been at best sparse or minimal. The authors specify and test a formative measurement model of customer value which describes the additive contribution of four categories of benefits and three categories of sacrifices to customer value formation. The authors present results of measurement scale development process in three consumption contexts, and show that the proposed model, which they call perceived consumption experience value (PCEV), is reliable and valid, and is able to predict customer satisfaction and loyalty better than the Gale method.Keywords: customer value, benefits and sacrifices analysis, measurement Parole chiave: valore per il cliente, analisi benefici/sacrifici, misurazione

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