The links between territorial marketing, regional sustainability policies and the brand positioning of a small firm: An analysis of best practice in the dairy sector

Author/s Umberto Martini, Federica Buffa
Publishing Year 2017 Issue 2017/2 Language English
Pages 24 P. 149-172 File size 579 KB
DOI 10.3280/MC2017-002008
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Territorial marketing strategies can be oriented towards sustainability in the agro-alimentary sector. This contribution presents and discusses a relevant case, analysing the marketing strategies that businesses, leveraging on their distinctive location, can pursue to create value for both themselves and their territory. The research approach was qualitative, involving a case study which included desk analysis and personal interviews with key actors in the dairy sector of an Alpine area. The study highlights the opportunities offered by differentiation strategies based on inter-sector integration, describing marketing and brand management choices, and underlining the importance of business organisation and governance in the creation of competitive advantage.

Keywords: Territorial marketing, sustainability, differentiation strategies, agriculture, tourism, dairy sector

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Umberto Martini, Federica Buffa, The links between territorial marketing, regional sustainability policies and the brand positioning of a small firm: An analysis of best practice in the dairy sector in "MERCATI & COMPETITIVITÀ" 2/2017, pp 149-172, DOI: 10.3280/MC2017-002008