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Territorial-Based Marketing Strategies for Typical Agro-Food Products: Issues and Perspectives

Territorial-Based Marketing Strategies for Typical Agro-Food Products: Issues and Perspectives
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Author(s): Diego Begalli (University of Verona, Italy), Roberta Capitello (University of Verona, Italy)and Lara Agnoli (University of Verona, Italy)
Copyright: 2015
Pages: 22
Source title: Agricultural Management Strategies in a Changing Economy
Source Author(s)/Editor(s): Gabriel Popescu (Bucharest Academy of Economic Studies, Romania)and Andrei Jean-Vasile (Petroleum - Gas University of Ploiesti, Romania)
DOI: 10.4018/978-1-4666-7521-6.ch002

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Abstract

Geographical brands are one of the most relevant competitive levers in the agro-food industry, given the predominance of small and medium enterprises, with corporate brand salience closely linked to the origin of the business, the inputs, and the production process. They are one of the most significant attributes affecting the product evaluation by the consumer. This chapter aims to contribute to the understanding of the effects of geographical indications on demand side and on supply side. It summarizes the main findings highlighted by scholars about the impact of geographical indications on consumers' choice and on business and territorial strategies. It also examines the interconnections between geographical indications, agro-food products, and territorial reputation by analyzing four case studies. Best practices are linked to the communication of intangible elements related to the typical product, such as credibility, authenticity, warranty, and preservation of social and economic values.

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