Alessandro Banterle

Market orientation and marketing management of traditional food producers in the EU

Purpose – The purpose of this paper is to evaluate the market orientation and the marketing management capabilities of SMEs that produce traditional food products, by identifying their critical points in marketing activities.Design/methodology/approach – The theoretical framework of this analysis relates to market orientation approach. Marketing management capability was evaluated through a questionnaire using proxies to study the different stages of marketing management. The survey involved 150 firms of which 118 are SMEs producing traditional food products, located in Hungary, Belgium, and Italy. The data were collected by a self‐administered internet survey and were analysed using multivariate analyses.Findings – Cluster analysis resulted in four clusters with different marketing management capabilities. Most of the SMEs in the sample lack marketing management capabilities, even if a considerable proportion of the firms considered report good marketing capabilities that lead to a market orientation. Th...

Competitive performance analysis and European Union trade: The case of the prepared swine meat sector

Abstract The purpose of this paper is to analyse the competitive performance of EU countries for the prepared swine meat sector over the 1990–2003 period. This sector was chosen for the role traditional products play in most EU countries. To assess competitiveness, and to compare the trends over the last 15 years, the analysis evaluates several trade indices: Revealed Comparative Advantage, the Vollrath indices, Net Export Index, and Grübel-Lloyd index. The data source was the Eurostat database, considering intra-EU export and import data referred to 17 sub-sectors with eight digit codes. Moreover, cluster analysis was applied to highlight groups of countries with similar features. Good competitive performance in the prepared swine meat sector is observed in Italy, Spain, Ireland and Austria, all of which were found to be specialized and export oriented in the sector. Germany and France show positive competitive performance, but a high level of intra-industry trade and low specialization is also revealed. Denmark is characterized by negative dynamics of competitiveness, even though there are high exports in the sector; a similar trend is observed in Belgium and the Netherlands. The rest of the countries show weak competitiveness for the analysed sector. Moreover, the type of exported product varies greatly: Italy and Spain export dried or smoked swine meat, whereas Germany and Denmark export mainly sausages and preserved swine meat.

Labelling and sustainability in food supply networks : a comparison between the German and Italian markets

Purpose – The purpose of this paper is to focus on two aspects. First, to analyse the spread of labelled environmental certification in food products, considering both private labels and producer brands with reference to the Italian and German markets. Second, to outline how environmental certification can affect the vertical organisation of food supply chains.Design/methodology/approach – The method used is based on an empirical analysis carried out in two sample cities: Milan for Italy and Bonn for Germany, examining ten and seven retailers, respectively, using the case studies approach, through an ad hoc questionnaire. The authors analysed two cases related to fruit and vegetables and ichthyic products, in order to assess the effect of the standards provided by the sustainability certification on the vertical organisation of the supply chains.Findings – The certifications focus on three main areas: ichthyic products; tropical products; and fruits and vegetables. They are much more widespread on private...

Agricultural and food economics - a new journal for a changing world

© A m Agricultural and Food Economics (AFE) is an on line peer-reviewed open-access journal supported by the Italian Association of Agricultural Economics (SIDEA) and published by SpringerOpen. This open access formula is an innovative and valuable opportunity for readers and authors who are interested in deepening their knowledge and keeping up to date on international agri-food policy and economic issues of the agricultural and food sector in a globalised world. In a fast-changing world, research in agri-food economics faces the important challenge of balancing the need of quickly publishing papers with that of following the rigorous scientific method. This e-journal tries to fill this gap by publishing peer-reviewed research articles that are open-access, and thus accessible to users immediately and free of charge for readers. AFE welcomes research articles from scholars and researchers from all over the world to publish problem-oriented, high quality and refereed papers. AFE seeks clearly written articles to promote insightful understanding of the current trends in the agri-food system. AFE publishes only original articles from a wide variety of economic perspectives that address current and relevant issues related to the agricultural and food system. Published papers focus on applied analysis, the discussion of innovative results, and relevant policy and managerial implications. Theoretical and methodological papers should be accessible to the journal’s variety of international readers. Qualitative papers and meta-analyses are welcome if they comply with the journal’s rigorous standards. Topics of specific interest of AFE include agricultural and food market analysis, agri-food firm management and marketing, organization of the agri-food chains, consumer behaviour, food quality and safety issues, economics of nutrition and food security, food and health economics, agri-food policy and trade, sustainable rural development, natural and marine resource economics, and land economics. Papers for publication in AFE are selected through a peer review process to ensure soundness, originality, relevance, and readability. AFE adopts a double-blind peer review process to ensure independent assessment of the papers. Each paper, with no exception, is reviewed by at least two referees of different nationalities. Manuscripts that are not within the scope of the journal may be returned to the authors without a formal review. The editorial board of AFE is composed, in addition to the editors in chief, by many internationally renowned economists that guarantee the high quality level of the papers published.

Convenience food with environmentally-sustainable attributes: A consumer perspective

The use of chemicals in agriculture poses risks on both human health and the environment. Regulatory measures, both mandatory and voluntary, have been introduced to promote a reduction in the use of pesticides. The proliferation of such standards is related to the gradual shift of consumer preferences towards food with reduced negative health and environmental impacts. Beside consumer demand for sustainable food products, convenience food is also assuming an increasingly important role in developed countries. Among such products, minimally-processed vegetables are showing a growing positive trend, but their production has also negative effects on the environment. The goal of this study is to investigate the interaction between environmentally-friendly and healthy convenience food, and to investigate the determinants behind the purchase of healthy convenience food products with environmentally-sustainable attributes, focusing on minimally-processed vegetables labelled with voluntary standards related to integrated agriculture. To do so, we started from the Theory of Planned Behaviour and tested the efficacy of an extended model by considering also other variables which were found to affect significantly food choices. Data were collected by means of face-to-face interviews with 550 consumers in charge of grocery shopping in the metropolitan area of Milan, in northern Italy. Structural equation modelling was performed to analyse the relative importance of the constructs on consumer behaviour. Results confirm the relations of Ajzens theory and reveal positive relations with consumer food shopping habits, food-related environmental behaviour, gender, income and knowledge. A negative relation with agricultural practices concern also emerges, highlighting that the most concerned consumers may prefer other more stringent environmental certifications.

Traceability and risks: an extended transaction cost perspective

Purpose The aim of the paper is to investigate the determinants leading firms to choose among different voluntary standards within food supply chains. In specific, the authors explored the role of transaction risks, i.e. internal and exogenous risks, in the adoption of different traceability standards. Design/methodology/approach A survey was conducted within the Italian population of 216 food-processing firms that adopt voluntary traceability schemes. The identification of different transaction risks was based on the literature on supply chain management and transaction cost economics. An ordinal regression model was used in the analysis. Findings Empirical results highlight that the transaction risks perceived by food firms play a significant role on the kind of traceability schemes to adopt. There is a positive link between internal risks and the decision to implement complex schemes. Moreover, a negative relationship between the perceived exogenous risks and the complexity of the standard adopted is also observed. Exogenous transaction risk lead to the implementation of standards which do not imply strong co-ordination. On the contrary, internal risks imply complex schemes that lead to closer supply chain relationships. Research limitations/implications The analysis is limited to cross-sectional data for a single country, and further investigation would help assess the generalisation of the findings. Practical implications The analysis can be considered a useful framework to orient firms strategic decisions towards the most appropriate voluntary standard to adopt for an efficient management of vertical relationships within food supply chains. Originality/value The present analysis is the first attempt to explain the determinants leading firms to choose among different kinds of voluntary standards within food supply chains. The approach used reveals that transaction risks can be considered a useful framework to explain firms’ strategic decisions related to the kind of schemes to adopt.

What is the role of marketing capability to be a price maker? An empirical analysis in Italian food SMEs

L’industria alimentare italiana appare caratterizzata da una crescente competizione verticale, imputabile al forte potere contrattuale della grande distribuzione, e da una competizione orizzontale che incide sulla convivenza fra PMI e grandi imprese. Cio tende a ridurre la possibilita delle PMI di decidere il prezzo dei propri prodotti. D’altro canto, l’attenzione dei consumatori verso gli aspetti qualitativi degli alimenti e verso i prodotti legati al territorio puo rappresentare un’opportunita per le PMI. Le loro strategie potrebbero focalizzarsi sulla differenziazione dei prodotti, rafforzando le attivita di marketing, in modo da riuscire ad agire come price maker. Il lavoro e finalizzato a valutare la capacita delle PMI di decidere il prezzo dei propri prodotti, esaminando la relazione che esiste con le attivita di marketing delle stesse imprese. Il campione analizzato e composto da 130 PMI che producono alimenti tradizionali. Nell’analisi empirica e stato utilizzato come modello un ordinal regression. I risultati hanno evidenziato come le PMI siano caratterizzate da una certa capacita di decidere il prezzo dei propri prodotti. Inoltre, si e riscontrata una relazione positiva fra la possibilita di agire come price maker e le attivita di marketing delle imprese, indicando in particolare l’importanza della differenziazione dei prodotti e delle analisi del mercato.

The Italian food industry in the era of the TTIP negotiate

Purpose – The purpose of this paper is to focus, first, on the analysis of recent trends of the European and Italian food industries, and, second, on the possible implications that the Transatlantic Trade and Investment Partnership (TTIP) negotiate can exert on the Italian agri-food system. Design/methodology/approach – The study is based on an in-depth analysis of current economic trends, characteristics of production structure, and the trade balance of Italy-USA commercial relationship in the context of EU market. The main advantages and disadvantages that can be derived from the TTIP negotiation are pointed out. Findings – The analysis of the Italian food industry highlights a very fragmented production structure characterized by the coexistence on the market of a small number of big companies and a large number of micro, small and medium-sized enterprises. Such bipolar structure constitutes a constraint to internationalization and limits the quantities of exportable products. The TTIP can represent an...

Voluntary traceability standards and the role of economic incentives

Purpose – The proliferation of traceability standards shed light on the understanding of the mechanisms leading agri-food firms to choose among different kind of rules and systems for their implementation. The purpose of this paper is to investigate the role of firms economic incentives on the adoption of different traceability systems. In specific, the analysis aims at segmenting food firms on the basis of economic incentives for the adoption of voluntary traceability and the levels of the system complexity implemented. Design/methodology/approach – A survey based on an ad hoc questionnaire was conducted in 2014 on a sample of firms certified ISO 22005/2008. Cluster analysis was run for the analysis and one-way ANOVA was used to confirm differences among clusters. Findings – The analysis presents three different clusters in terms of economic incentives for voluntary traceability and the level of systems complexity implemented. All the clusters reveal that supply chain incentives play a key role. Moreover...

Environmental Sustainability and the Food System

The food system and the natural environment are closely linked. Indeed, food production strongly relies on environmental resources and services, and releases outputs into the environment. This implies that food-related activities can create negative externalities for the environment, for example related to overexploitation and pollution, given that the market fails to deliver the socially optimum level of resource use and/or pollution. Given this market failure, public intervention is required to regulate such activities. Public intervention can take different forms, from no intervention to simple guidelines up to strict regulation. Indeed, regulation can follow either an approach that outlines general principles or that fixes specific standards, or that promotes information and education.