Il marketing dei prodotti tipici locali nella prospettiva esperienziale. Il caso del tartufo

Titolo Rivista ECONOMIA AGRO-ALIMENTARE
Autori/Curatori Tonino Pencarelli, Fabio Forlani, Mauro Dini
Anno di pubblicazione 2015 Fascicolo 2015/2
Lingua Italiano Numero pagine 22 P. 11-32 Dimensione file 181 KB
DOI 10.3280/ECAG2015-002002
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Qui sotto puoi vedere in anteprima la prima pagina di questo articolo.

Se questo articolo ti interessa, lo puoi acquistare (e scaricare in formato pdf) seguendo le facili indicazioni per acquistare il download credit. Acquista Download Credits per scaricare questo Articolo in formato PDF

Anteprima articolo

FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

The research hypothesis of this paper is that the "traditional local products" business is a valid strategic option for the development of agricultural enterprises, enterprises of agro-industry and entire territorial areas. The promotion of local products, however, requires an innovative marketing approach, combining the conceptual tools of marketing services, according to the approach of the Service Dominant Logic (Vargo and Lush, 2004 and 2008; Gronroos, 2011; Gronroos and Gummerus, 2014) with the experiential perspective (Schmitt, 1999; Pine and Gilmore, 1999). The study proposes an "experience logic" marketing approach, which focuses marketing processes on customer experience. The methodology followed is qualitative, based on the case study (Yin, 2003). This method is considered coherent with the exploration and interpretative purposes of the study which also intends to submit to a preliminary verification the new conceptualization of marketing as applied to products and experiential consumption. We have chosen to analyze the case of Marini Azzolini Truffles Acqualagna (PU) because the company has an extensive product portfolio which includes goods, services and experience connected to truffles. The study shows that the company has adopted a marketing approach, disregarding the value created by and with the customer in places where truffle consumption is experienceed (restaurants and in the surrounding local area). In this way the firm does not take advantage of opportunities for further exploiting the market because it has assumed of a marketing approach based on "experience logic". Despite the limitations of the research due to its making use of only a single case study, the paper proposes a new conceptual model (experience logic) for observing and interpreting the food and wine business as well as the businesses involved in the new post-modern consumption processes, in which there is a demand for a strong experiential content, authenticity, and low standardization of the products and services offered.;

Keywords:Experience logic, experiential logic marketing, traditional and local products, truffles market, tourism, distribuction

Jel codes:M, Q, R

  1. Addis, M. (2005). L’esperienza di consumo:analisi e prospettive di marketing. Milano: Pearson Prentice Hall.
  2. Antonelli, G. & Vigano, E. (2012). Il ruolo dei marchi di qualita dell’Unione Europea nelle strategie competitive delle piccole e medie imprese agroalimentari italiane. Piccola Impresa/Small Business, 3, 31-47.
  3. Arfini, F., Belletti, G. & Marescotti, A. (2010). Prodotti tipici e denominazioni geografiche. Strumenti di tutela e valorizzazione. Roma: Edizioni Tellus.
  4. Berry, C.J. (1994). The idea of luxury: A conceptual and historical investigation. Cambridge University Press.
  5. Bartolazzi, F., Forlani, F. & Fortezza, F. (2008). Caratteri e potenzialita degli eventi come esperienze mediterranee: il caso Palio de lo daino. Mercati e competitività, 4, 71-99.
  6. Boswijk, A., Thijssen, T. & Peelen, E. (2007). The experience economy: A new perspective. Pearson Education.
  7. Cayot, N. (2007). Sensory quality of traditional foods, Food Chemistry, 101, 154-162. DOI: 10.1016/j.foodchem.2006.10.016
  8. Canali, G. (1996). I prodotti tipici nello scenario competitivo internazionale. Working paper. Piacenza: Universita Cattolica del Sacro Cuore.
  9. Caru, A. & Cova, B. (2007). Consuming Experience. London: Routledge.
  10. Coda, V. (1988). L’orientamento strategico di fondo. Torino: Utet.
  11. Corbetta, P. (2001). Metodologia e tecniche della ricerca sociale. Bologna: il Mulino.
  12. Fabris, G. (2003). Il nuovo consumatore: verso il postmoderno. Milano: Franco Angeli.
  13. Ferraresi, M. & Schmitt, B.H. (2006). Marketing esperienziale. Milano: Franco Angeli.
  14. Ferrero, G. (2013). Marketing e creazione di valore. Torino: Giappichelli editore.
  15. Forlani, F. (2005). Esperienze, marketing e territorio. PhD thesis, Universita degli Studi di Genova.
  16. Fortezza, F. & Pencarelli, T. (2011). Experience marketing: specific features and trends. The Wish Days case study. Journal of Marketing Trends, 1, 57-69.
  17. Fox, R. (2007). Reinventing the gastronomic identity of Croatian tourist destinations. International Journal of Hospitality Management, 26, 546-559. DOI: 10.1016/j.ijhm.2006.03.001
  18. Gronroos, C. (2011). Value co-creation in service logic: A critical analysis.
  19. Marketing Theory, 11(3), 279-301. DOI: 10.1177/1470593111408177
  20. Gronroos, C. & Gummerus, J. (2014). The service revolution and its marketing implications: service logic vs service-dominant logic. Managing Service Quality, 24(3), 206-229. DOI: 10.1108/msq-03-2014-0042
  21. Gronroos, C. & Strandvik, T. (2008). The interaction concept and its implications for value creation and marketing in service busineses. In M. Antila & A. Rajala (Ed.), Fishing with busines nets - keping thoughts on the horizon. Helsinki: Helsinki Schol of Economics.
  22. Guerrero, L., Claret, A., Verbeke, W., Enderli, G., Zakowska-Biemans, S., Vanhonacker, F., Issanchou, S., Sajdakowska, M., Granli, B.S., Scalvedi, L., Contel, M. & Hersleth, M. (2010). Perception of traditional food products in six European regions using free word association. Food Quality and Preference, 21, 2, 225-233. DOI: 10.1016/j.foodqual.2009.06.003.
  23. Gummesson, E. (1999). Total relationship marketing: experimenting with a synthesis of research frontiers. Australasian Marketing Journal, 7(1), 72-85. DOI: 10.1016/s1441-3582(99)70204-1
  24. Hirsch, F. (1976). Social Limits of Growth. Cambridge: Harvard University Press.
  25. Holbrook, M.B. & Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of consumer research, 9, 132-140. DOI: 10.1086/208906
  26. Jordana, J. (2000), Traditional foods: facing the European food industry. Food Research International, 33, 147-152
  27. Kim, Y.G., Eves, A. & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28(3), 423-431. DOI: 10.1016/j.ijhm.2008.11.005
  28. Kivela, J. & Crotts, J. (2006). Tourism and gastronomy: gastronomy’s influence on how tourists experience a destination. Journal of Hospitality & Tourism Research, 30(3), 354-377. DOI: 10.1177/1096348006286797
  29. Marone, E. (2011). La filiera del tartufo e la sua valorizzazione in Toscana e Abruzzo. Firenze: University Press.
  30. Marchini, I. (1995). Il Governo della piccola impresa. Vol. I - La gestione strategica. Genova: aspi/ins-edit.
  31. Normann, R. & Ramirez, R. (1993). Designing interactive strategy. Harvard business review, 71(4), 65-77.
  32. Pencarelli, T. (2013). Processi di service management. In D. Baglieri, G.B. Dagnino & R. Faraci (Ed.), Management dell’impresa. Torino: isedi.
  33. Pencarelli, T., Franch, M., De Salvo, P., Calzati, V. & Splendiani, S. (2013). La valorizzazione del territorio in ottica esperienziale attraverso i percorsi del tipico: riflessioni teoriche ed evidenze empiriche in Italia. In The Firms Role in Economy. Does a Growth-Oriented Business Model Exist?, Lecce, 19-21 settembre 2013.
  34. Pencarelli, T. & Gregori, G.L. (2009). Comunicazione e branding delle destinazioni turistiche: una prospettiva manageriale. Milano: FrancoAngeli.
  35. Pencarelli, T. & Forlani, F. (2002). Il marketing dei distretti turistici-sistemi vitali nell’economia delle esperienze. Sinergie, 58, 231-277.
  36. Pencarelli, T. & Forlani, F. (2006). Il marketing dei prodotti tipici nella prospettiva dell’economia delle esperienze. 5th International Congress Marketing Trends, 20-21 gennaio, Universita Ca’ Foscari, Venezia.
  37. Pine, B.J. & Gilmore, J.H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business School Press.
  38. Pine, B.J. & Gilmore, J.H. (2000). L’economia delle esperienze. Oltre il servizio. Milano: Etas.
  39. Pine, B.J. & Gilmore, J.H. (2007). Authenticity: What consumers really want. Boston: Harvard Business School Press.
  40. Prahalad, C.K. & Ramaswamy, V. (2004). Co‐creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14. DOI: 10.1002/dir.20015
  41. Rifkin, J. (2000). The age of access: The new culture of hypercapitalism. Where All of Life is a Paid-For Experience. New York: Tarcher.
  42. Rispoli, M. & Tamma, M. (1996). Prodotto e forma d’offerta: due concetti utili per interpretare i “sistemi complessi di produzione-erogazione”. Sinergie, 40, 13-36.
  43. Rispoli, M. & Tamma, M. (1992). Beni e servizi, cioe prodotti. Sinergie, 29, 95-115. Sarin, S. & Barrows, C. (2005). An examination of current food and beverage trends in India and an assessment of potential demand for luxury food and beverage products: implications for managers. Journal of services research, 5, 217-237.
  44. Schimtt, B.H. (1999). Experential Marketing:How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands. New York: The Free Press.
  45. Schimtt, B.H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. New York, John Wiley & Sons, Inc., Hoboken.
  46. Stampacchia, P. & Colurcio, M. (2014). La manifattura nelle imprese orientate al valore d’uso. Atti del XXVI Convegno annuale di Sinergie, Manifattura: quale futuro? 13-14 novembre 2014, Università di Cassino.
  47. Trichopoulou A., Soukara S., Vasilopoulu E. (2007). Traditional foods: a science and society perspective. Trends in Food Science & Technology, 18, 420-427. DOI: 10.1016/j.tifs.2007.03.007
  48. Vargo, S.L. & Akaka, M.A. (2009). Service-dominant logic as a foundation for service science: clarifications. Service Science, 1(1), 32-41. DOI: 10.1287/serv.1.1.32
  49. Vargo, S.L. & Lusch, R.F., (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17. DOI: 10.1509/jmkg.68.1.1.24036
  50. Vargo, S.L. & Lusch R.F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36(1), 1-10. DOI: 10.1007/s11747-007-0069-6
  51. Yin, R.K. (2003). Case Study Research - Design and Methods. Thousend Oakes: Sage Publications.

  • Enhancement of food production quality: the truffle case Elena Viganò, Federico Gori, Antonella Amicucci, in ECONOMIA AGRO-ALIMENTARE 3/2020 pp.587
    DOI: 10.3280/ECAG2019-003002
  • Eventos agroalimentarios y de productos típicos: instrumentos de promoción para un territorio del sur de Italia Donatella Di Gregorio, Arturo Guida, Valentina Rosa Laganà, Serafino Cannavò, Agata Nicolosi, in Pirineos /2022 pp.e069
    DOI: 10.3989/pirineos.2022.177002
  • Advances in Tourism, Technology and Systems Jiří Zelený, Petr Studnička, Zbyněk Vinš, pp.421 (ISBN:978-981-33-4259-0)

Tonino Pencarelli, Fabio Forlani, Mauro Dini, Il marketing dei prodotti tipici locali nella prospettiva esperienziale. Il caso del tartufo in "ECONOMIA AGRO-ALIMENTARE" 2/2015, pp 11-32, DOI: 10.3280/ECAG2015-002002