Beyond agropiracy: the case of italian pasta in the United States retail market

Abstract

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. r

Italian Food? Sounds Good! Made in Italy and Italian Sounding Effects on Food Products' Assessment by Consumers

“…The second study was performed to measure the effects of the product label on perception, attitude, reputation, and WTP for a product (typically associated to Italy), by using three or four different product forms (PDO Made in Italy, Made in Italy, IS, and Generic Foreign) and by assessing more detailed reputational profiles by means of a standard tool (Bonaiuto et al, 2017;De Dominicis et al, 2020) in China considering two different sub-samples (Chinese and non-Chinese), which are relevant for their different cultural background in that national market (Huliyeti et al, 2008;Vianelli and Pegan, 2014). The third study was performed to measure the effects of the product label on perception, attitude, reputation, and WTP for a product (typically associated to Italy), by using three different product forms (Made in Italy, IS, and Generic Foreign) and by assessing detailed reputational profiles by means of a standard tool (Bonaiuto et al, 2017;De Dominicis et al, 2020) in the USA (Cembalo et al, 2008).…”

“…As in Study 2, the main aim of Study 3 is to investigate how non-Italian subjects perceive, in terms of reputation and attitude, and are willing to pay for a food product associated to Italy (pasta) presented in three different forms (Made in Italy, Italian Sounding, and Generic Foreign US), by testing the same already confirmed hypotheses from Studies 1 and 2 on a sample of US citizens (Cembalo et al, 2008;Vianelli and Marzano, 2013).…”

Internationalization Business Models and Patterns of SMEs and MNEs: A Qualitative Multi-Case Study in the Agrifood Sector

“…In the agri-food sector, internationalization strategies aiming to emphasize the authenticity of the origin of a product may not lead to any improvement in market share. In this case, quality products may need alternative strategies based on two main aspects: product innovation and new network development [81].…”