Mauro Dini

Marketing of traditional-local products in the experience logic perspective

The hypothesis underlying the chapter is that the business of traditional-local products requires a specific and suitable approach, which needs to combine the conceptual tools of service marketing with the experiential perspective. In line with an experience logic perspective, the authors suggest that the producers of traditional-local products (raw materials and goods) abandon the conservative strategy that rests upon the defense of traditional means of production, and embrace instead an experience logic marketing approach. As widely illustrated in the literature, this way manufacturers could offer an integrated portfolio, inclusive of both traditional agro-industrial items and new experiential products, such as themed events, carrying higher added value. The chapter adopts a qualitative approach and case study analysis as the research methods. Despite the limitations of the research related to the use of a single case study, the paper proposes some theoretical and managerial insights adopting the experience logic as a conceptual model to observe and interpret the food and wine business, thus innovating its value proposition. Through an experience logic approach, companies that produce traditional-local products, especially small and medium-sized, can intercept the new postmodern consumption processes that require experiential content, authenticity, and low standardization of the offer.

The Role of the Blue Flag in the Communication of Seaside Destinations

The paper aims to illustrate the role played by certification programmes in beach destination management and branding. Focusing on the Blue Flag, we analysed the awareness of the benefits and the importance of the Eco-label as perceived by the Italian awarded beach destinations. Also, the degree to which the certification is effectively used in their communication strategies has been investigated. The research was conducted by submitting two different questionnaires to all Italian 2012-Blue Flag municipalities. The study reveals that the dynamics leading local authorities to join the Programme have more to do with the return in terms of brand image than with their environmental concerns, although they do little to promote the obtained award.

Marketing e strategie competitive in un settore turbolento: il caso eden viaggi

Eden Viaggi e una media impresa pesarese operante nel settore dei viaggi organizzati, settore da considerarsi turbolento sia per l’innata instabilita che lo caratterizza sia per le conseguenze della negativa congiuntura economica globale. Negli ultimi anni (2008-2012), nonostante la forte contrazione della domanda domestica, l’azienda ha conseguito positive performance, attraverso l’adozione di condotte strategiche capaci di coniugare la presenza in segmenti di ampie dimensioni come in nicchie di mercato, differenziando le strategie competitive in base ai contesti competitivi presidiati. Strategie basate perlopiu sull’innovazione di prodotto, sull’elevata qualita dei servizi e sul rapporto fiduciario con il trade (la rete di agenzie), che le hanno permesso di affrontare in modo proattivo la crisi.