The competitive interdependency analysis by social network analysis: the case of extra virgin olive oil

Author/s Andrea Marchini, Francesco Diotallevi, Linda Fioriti
Publishing Year 2011 Issue 2010/3
Language Italian Pages 19 P. 7-25 File size 1822 KB
DOI 10.3280/ECAG2010-003002
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The aim of this paper is to present the research on competitive interdependency of Italian extra virgin olive oil through analysis of the sales scanner data. The paper analyses the strengths and weaknesses of Social Network Analysis approach in the olive oil market. The research addresses issues of three segments of high quality olive oils: popular extra virgin olive oil, pdo/pgi extra virgin olive oils, and finally, the "100% Italian olive oil". The analysis results show several aspects. The extra virgin olive oil market is highly polarized. There are large industrial companies with national products and other smes with regional products. While large enterprises have an intensive distribution in all grocery shops, in the distributions of smes the situation is much more complex. Some smes have a very strong sales organization, but fail to have similar market shares. Conversely, other small businesses, even if they have a low level of distribution, are able to gain market share more high. The analysis of sales by the sna approach remains a useful tool for smes which need to rationalize their presence in the grocery sector. Finally, the analysis shows segments of the market (pdo, pgi, bio, etc.) where smes may be able to compete with large industrial firms.

Keywords: Sna, extra virgin olive oil, competitiveness

Jel codes: L11

Andrea Marchini, Francesco Diotallevi, Linda Fioriti, L’analisi delle interdipendenze competitive attraverso la "Social Network Analysis": il caso studio dell’olio extravergine d’oliva in "ECONOMIA AGRO-ALIMENTARE" 3/2010, pp 7-25, DOI: 10.3280/ECAG2010-003002