Place Marketing between Industry Co-opetition e Societing. An experimental project in the food industry

Author/s Paola Signori, Ilenia Confente
Publishing Year 2011 Issue 2011/3
Language Italian Pages 19 P. 85-103 File size 983 KB
DOI 10.3280/MC2011-003006
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The aim of the paper is to highlight how a place marketing project can be implemented not only for enriching the place where the project has been developed, or improving the economical development, but also vitalize the entire system. To reach this, the main theoretical framework has been derived from different research areas, which are Place Marketing, Supply Chain Management plus Industry Collaboration, Co-opetition and Societing. This framework has been applied to an experimental food industry project related to the city of Vicenza, where the main original goal was to understand the actual and potential demand needs, in order to offer proper initiatives to qualify and repositioning the entire food industry local system.

Keywords: Marketing territoriale, industry collaboration, supply chain management, co-opetition, societing, agroalimentare

Paola Signori, Ilenia Confente, Il marketing territoriale tra industry co-opetition e societing. Un progetto sperimentale nell’agroalimentare in "MERCATI E COMPETITIVITÀ" 3/2011, pp 85-103, DOI: 10.3280/MC2011-003006