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Beyond agropiracy : the case of italian pasta in the United States retail market
Author(s) -
Luigi Cembalo,
Gianni Cicia,
Teresa Del Giudice,
Riccardo Scarpa,
Carolina Tagliafierro
Publication year - 2008
Publication title -
agribusiness
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.57
H-Index - 43
eISSN - 1520-6297
pISSN - 0742-4477
DOI - 10.1002/agr.20161
Subject(s) - product (mathematics) , consumption (sociology) , marketing , imitation , economics , business , sample (material) , social psychology , social science , chromatography , sociology , psychology , chemistry , geometry , mathematics
Together with the benefit due to the worldwide increase in consumer interest in traditional European food style, a growing phenomenon of agropiracy has taken place. Firms' marketing strategies tend to concentrate on product purity while we believe there exists a well‐defined path worth: 1. introduction of a traditional (original) product on international markets; 2. local firms' imitation of the successful good; 3. local firms redesigning original products according to local consumption models and preferences. A representative sample of American consumers were interviewed in 12 US cities. Econometric analysis results suggest that a strategy aimed at emphasizing the authenticity of the origin of any product may not lead to any improvement in its market share, but it might very likely affect that market as a whole. Products should be offered as part of a sort of traditional product package to promote food habits rather than just commodities. © 2008 Wiley Periodicals, Inc.