Template-type: ReDIF-Article 1.0 Author-Name: Carlo Cupo Author-Name: Paolo Cupo Title: Mercato globale e mercati locali Abstract: Mercato globale e mercati locali (di Carlo Cupo, Paolo Cupo) - ABSTRACT: The relation has focused on three main aspects: the effects of the globalisation in the agro-food system; the characteristics of the local markets; the marketing strategies of the agro-food products in the local and global markets. The globalisation represents a serious threat for the survival of the Italian typical products. In fact the necessity to produce goods much more homogeneous with respect to the reference market may induce to the adoption of technological innovations and of product innovations which, originated in different contexts, create the market and productive conditions for the progressive substitution of the process and typical products. Moreover, also from the demand side, the prospective for the typical products do not appear to be so favourable, given the preferences of the young generations toward the goods which represent the emblems of the food homogeneity process. With the economic development, the food needs are losers in the competition with other needs which arise as a result of the economic development. The consumers seem to be much more willing to pay higher prices for extra-food products, so that for the agro-food sector the price sensitivity is more evident than in other sector. The price sensitivity is also favourite by the asymmetric information existing from the demand side concerning the intrinsic quality of the products. The consequences are the implementation of two different marketing strategies for the two main products: the low price for the mass products and the other tools of the marketing mix for the typical products. This means that for the latter products, which are strictly linked with the territory of origin, an approach based on geographical marketing may result effective for reaching the objective. Given the localisation on the national territory of the two different group of products, mass products mainly in the North and the other products mainly in the South, the two different strategies are coherent with the economic and social objectives of the agricultural policy. In fact, in the areas where there are job opportunities for the agricultural labour, the political measures that facilitate a structural adjustment in agriculture in order to reduce the cost of production - which are necessary to pursue a marketing strategy based on low price - which imply the reduction of demand labour, can be absorbed by the local economy. Instead, in the areas where the rest of the economy is not capable to demand labour, then the marketing based on tools different from the price is coherent with the various roles (social and environmental) played by the local agriculture. Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14712&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Fausto Cantarelli Title: Presentazione Abstract: Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14713&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Gervasio Antonelli Title: Volumi di offerta e marketing. Il caso dei prodotti agro-alimentari tipici Abstract: Volumi di offerta e marketing. Il caso dei prodotti agro-alimentari tipici (di Gervasio Antonelli) - ABSTRACT: In recent years many studies have pointed out the importance of applying business marketing techniques to firms in the agro-food sector. In the perspective attention was mainly focused on the strategies underlying traditional marketing management approaches. Thus, this paper aims to assess both extent to which marketing is applied, and the way in which it is, by the firms and their Consortia operating in the sector of typical and traditional agro-food Italian products recognized by Regulation (EEC) n. 2081/92 as Protected Designation of Origin. The first part of the paper displays an analysis of the traditional marketing management approach in order to rise the question about the appropriateness of its main prescriptions for marketing strategies concerning small and medium-sized agro-food firms. Then, it draws the attention on the growing importance of relationship marketing and shows how the main features from both sides of supply organization and demand specificity of typical products provides evidence about the usefulness of an approach to marketing in the agro-food sector from the point of view of a relationship perspective. The study considers the development of marketing strategies of typical products depending also on the whole production at Consortium level. The second part of the paper deals with an empirical survey carried on a sample of Consortia for Protection of Italian typical products, like cheese and ham, in order to investigate their marketing strategies as well those carried on indipendently from their associated single firms. The results show that Consortia and single firms share the marketing mix in a such a way that the former controls mainly the quality of products and the latter the selling and pricing strategies. However, while larger processing firms try to develop their own effective marketing strategy under an own brand, small producers rely mainly on the marketing activities conducted by Consortia. Further, although all Consortia show a strong interest in marketing and the need to develop general promotion of the Protected Designation of Origin brand, their approach to market seems more consistent with a production oriented philosophy than a marketing orientation philosophy. Finally, the paper shows the importance of better co-ordination and co-operative relationships between the different actors of the supply chain to develop a more effective marketing strategy in the sector of typical products. Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14714&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Eugenia Aloj Tot?ro Title: Recupero dell'ambiente ed economia della sostenibilit? nelle strategie di sviluppo del Sannio Abstract: Recupero dell'ambiente ed economia della sostenibilit? nelle strategie di sviluppo del Sannio (di Eugenia Aloj Tot?ro) - ABSTRACT: Among the different forms of economic managements, the environment is the highest reference-point of the new economic politics. Since the territorial Sustainable Development is the result of particular choices of environmental management, it is very important to maintain the equilibrium among the strategies of economic, ecological, cultural and social development. The strategies of Sustainable Development come out in the interdipendence between economy and ecology. The management politics will be compatible and sutainable. Today, it is necessary to envisage the occupation choices based on vision which contemplates the enviroment like an economic opportunity of development. In the light of the all above mentioned, it is possible, in this session, to suggest a proposal for district of Sannio (Benevento-Italy). Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14715&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Giorgio Schifani Title: Nuove (bio)tecnologie e futuro ruolo dei sistemi agricoli nel contesto internazionale Abstract: Nuove (bio)tecnologie e futuro ruolo dei sistemi agricoli nel contesto internazionale (Giorgio Schifani) - ABSTRACT: The Author studied the subject of Biotechnology that are based on genetic manipulation utilised in agriculture. He aimed to analyse both the reasons that have moved geneticists towards biotechnology varieties (increase of world population and hunger defeat, advantages for consumers, diffusion of a less polluted agriculture), and also the opposite positions based on relationship between populations and available food, expansion of resistant varieties, environmental pollution, reduction of biodiversity. The author analysed also the ethics issue and the opportunity to give patent to GMO, underlining problems about international regulations. A paragraph is dedicated to safety of products and labelling. He gave information about diffusion of transgenic plants in the world, the attention paid by all the countries on this subject. Conclusions underlined that policy decision could be driven by multinational firms and by lobbies of the environmentalists, consumers and EU producers. Therefore the Author pointed out the role of Italy in the international context about GMO. He assumed a future scenario based on two categories of food: organic and biotechnological food. At the end he questioned about the opportunity to continue diffusion of GMO, otherwise to look to other lines of research in order to overcome the problem of hunger. Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14716&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Paolo Betta Title: L'origine geografica, culturale e storica della produzione dei formaggi pecorino e caprino della Sicilia Abstract: L'origine geografica, culturale e storica della produzione dei formaggi pecorino e caprino della Sicilia (di Paolo Betta) - ABSTRACT: This dissertation deals with the diffusion in the Mediterraneum area of the Neolitic culture, by an historical and geographical point of view. In this study we also consider as the agriculture and sheep-breeding have their place of origin in the Middle East and as these agricultural practice reached Sicily and spread over the island. The Siculian sheep-breeding, veiled also by mythology, got a great productive impulse, specially for the production and transformation of milk in cheese. The Sicilian sheep?s cheese became objet of commercial exchange in the most important markets and specially in the market of Rome, overcoming the demands of the local cheese. Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14717&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Luca Pieroni Author-Name: Andrea Marchini Title: La tipicit? dei prodotti come attenuazione del trade-off consumo-produzione: il caso dell'olio extravergine di oliva umbro Abstract: La tipicit? dei prodotti come attenuazione del trade-off consumo-produzione: il caso dell'olio extravergine di oliva umbro (di Andrea Marchini, Luca Pieroni) - ABSTRACT: The aim of this study is to characterise consumers of extra-virgin olive oil in Umbria, in the light of the EU initiative guaranteeing protected geographical areas, as an instrument to link up qualitative characteristics and the safeguard of the associated rights of the attributes. The empirical study reveals that there is a differentiated coherence of consumption in comparison with other quality oils, due to its regional identity, which provides an indication of the importance of experience but above all of product trust. This product trust has stimulated interest in analysing the relationships between market consumption and production. The recognition of characteristics, both visible and immaterial, of the product, enables the theoretical elaboration of the differentiated product and an evaluation of the objective character of the product in the market. The recovery of the objectivity of the product does not a priori eliminate the problem of opportunistic behaviour of the firms. Moreover, the regulations to obtain the DOP, which is the basis of the reputation of quality products in the firms/territory, are effective in cases in which there are conditions of widespread technology, which permit the obtaining of a high quality product. In this specific case, in the region of Umbria, the reduction of incentives for opportunistic behaviour favours the recovery of informational symmetry in the differentiated market, and intervention in favour of the consumer gradually appears to be less necessary. Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14718&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Fausto Cantarelli Title: Le risorse della terra: dai prodotti tipici al turismo. Il caso di Chioggia Abstract: Le risorse della terra: dai prodotti tipici al turismo. Il caso di Chioggia (di Fausto Cantarelli) - ABSTRACT: The article criticises the choices made by the Comune of Chioggia and surrounding area to stay in the shadow of Venice. Over the years this has led to an influx of tourists discouraged by Venice?s high prices and has consolidated a state of poverty that does reflect the bounty of local resources. If there were to be any change it could be done in a way that was more congenial with plentiful local resources. This would give an image and identity which would attract a class of tourist not in any greater numbers than at present, but one more interested in the local culture. Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14719&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: Ivana Bassi Title: Ruolo dell'impresa cooperativa nel nuovo quadro competitivo del settore lattiero-caseario: il Consorzio Cooperativo Latterie Friulane quale caso di successo Abstract: Ruolo dell'impresa cooperativa nel nuovo quadro competitivo del settore lattiero-caseario: il Consorzio Cooperativo Latterie Friulane quale caso di successo (di Ivana Bassi) - ABSTRACT: The dairy sector plays a very important role in the italian agribusiness system. In this context cooperative firms have reached a very important position: they process more than 2/3 of the domestic milk production for the production of cheese. Particular attention has been paid to the situation in Friuli Venezia Giulia region where the study checks the presence of firms which have been able to adopt successful competitive strategies, both in the stable business areas and in business areas with strong links to the increase of demand. In this context the research tries to highlight the most important factors. The article analysis types and the intensity of relationships between a cooperative and its members. Among the most important cooperatives operating in Friuli Venezia Giulia, the Consorzio Cooperativo Latterie Friulane has reached a leadership position in many competitive business areas. At the same time it has been able to diversify its production toward speciality products. Using the case study methodology, the research has been concentrated on the competitive environment changes which have caused large modifications both in the philosophy and in the culture of the firm, with inevitable repercussions on the inter and intra relationships system. The case study analyse in deep the instruments and the solutions opportunely adopted by the management to built and substaine, in the medium-long term, a successful position and try to outline his possible evolution for the future. Classification-JEL: Keywords: Note: Pages: Volume: 5 Year: 2000 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=14720&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:ecaqec:v:html10.3280/Ecag2000-002009 Number: 9