IDEAS home Printed from https://ideas.repec.org/a/mig/tmjrnl/v1y2013i1p72-83.html
   My bibliography  Save this article

Case Study: The new territorial orientation of a transnational company: Italian pasta

Author

Listed:
  • Silvia Dessì

    (University of Cagliari, Via S. Ignazio, 74 - 09123 Cagliari.)

  • Federica Caboni

    (University of Cagliari, Via S. Ignazio, 74 - 09123 Cagliari)

  • Ernestina Giudici

    (Department of Business Economics, University of Cagliari, Via S. Ignazio, 74 - 09123 Cagliari, Italy.)

Abstract

Taking the new consumer requirements for products linked to regional identity and cultural heritage into consideration, today's transnational companies have modified their strategies. By using a regional or geographic indication, it is possible to exploit existing associations that consumers have with a region or particular place and provide products that have a specific image. The purpose of this case study is to illustrate this new orientation of transnational companies’ towards a rediscovery and evaluation of terroir. To pursue this goal we chose to use the case study methodology, based on the analysis of the Italian food company Barilla. The study underlines the decision of this transnational company to offer a line of products closely linked to their geographical origin. Furthermore, it analyses how this territorial links are able to communicate and transmit cultural and traditional roots.

Suggested Citation

  • Silvia Dessì & Federica Caboni & Ernestina Giudici, 2013. "Case Study: The new territorial orientation of a transnational company: Italian pasta," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 72-83, October.
    • Handle: RePEc:mig:tmjrnl:v:1:y:2013:i:1:p:72-83
    as

    Download full text from publisher

    File URL: https://journals.tplondon.com/index.php/tmj/article/view/422/415
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. van Ittersum, Koert & Candel, Math J. J. M. & Meulenberg, Matthew T. G., 2003. "The influence of the image of a product's region of origin on product evaluation," Journal of Business Research, Elsevier, vol. 56(3), pages 215-226, March.
    2. Koert Van Ittersum & Matthew T. G. Meulenberg & Hans C. M. Van Trijp & Math J. J. M. Candel, 2007. "Consumers’ Appreciation of Regional Certification Labels: A Pan-European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 58(1), pages 1-23, February.
    3. Ibrahim Sirkeci, 2013. "Transnational Marketing and Transnational Consumers," SpringerBriefs in Business, Springer, edition 127, number 978-3-642-36775-5, January.
    4. Eugenijus Chlivickas & Rasa Smaliukiene, 2009. "International region as a brand origin: Conceptualization and review," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 10(2), pages 141-148, March.
    5. Jean-Noël Kapferer & Isabelle Schuiling, 2004. "Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers," Post-Print hal-00781539, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yagmur Ozyer & Basak Degerli & Alper Degerli & Ebru Gozukara, 2016. "Card usage by Turks when travelling abroad: shopping and Transnationalisation," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(1), pages 10-19, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marc Herz & Adamantios Diamantopoulos & Petra Riefler, 2023. "Consumers' use of ambiguous product cues: The case of “regionality” claims," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(3), pages 1395-1422, July.
    2. Resano, Helena & Sanjuán, Ana I. & Albisu, Luis M., 2012. "Consumers’ response to the EU Quality policy allowing for heterogeneous preferences," Food Policy, Elsevier, vol. 37(4), pages 355-365.
    3. van Ittersum, Koert & Wong, Nancy, 2010. "The Lexus or the olive tree? Trading off between global convergence and local divergence," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 107-118.
    4. Gaviglio, Anna & Demartini, Eugenio & Pirani, Alberto & Marescotti, Maria Elena & Bertocchi, Mattia, 2015. "National Brands versus Private Labels versus Niche Products: a graphical representation of consumers' perception," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202731, European Association of Agricultural Economists.
    5. Paweł Bryła, 2019. "Regional Ethnocentrism on the Food Market as a Pattern of Sustainable Consumption," Sustainability, MDPI, vol. 11(22), pages 1-19, November.
    6. Helena Resano‐Ezcaray & Ana Isabel Sanjuán‐López & Luis Miguel Albisu‐Aguado, 2010. "Combining Stated and Revealed Preferences on Typical Food Products: The Case of Dry‐Cured Ham in Spain," Journal of Agricultural Economics, Wiley Blackwell, vol. 61(3), pages 480-498, September.
    7. Saeed Samiee & Brian R. Chabowski, 2021. "Knowledge structure in product- and brand origin–related research," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 947-968, September.
    8. Van Ittersum, Koert & Pennings, Joost M.E. & Wansink, Brian & van Trijp, Hans C.M., 2007. "The validity of attribute-importance measurement: A review," Journal of Business Research, Elsevier, vol. 60(11), pages 1177-1190, November.
    9. Márcio Lopes Pimenta & Éderson Luiz Piato & Luiz Henrique de Barros Vilas Boas & Stella Naomi Moriguchi, 2012. "Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands," Brazilian Business Review, Fucape Business School, vol. 9(3), pages 119-140, July.
    10. Cei, Leonardo & Stefani, Gianluca & Defrancesco, Edi & Lombardi, Ginevra Virginia, 2018. "Geographical indications: A first assessment of the impact on rural development in Italian NUTS3 regions," Land Use Policy, Elsevier, vol. 75(C), pages 620-630.
    11. Evinc Dogan & Goran Petkovic, 2016. "Nation Branding in A Transnational Marketing Context: Serbia’s Brand Positioning Through Food and Wine," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(2), pages 84-99, October.
    12. Ibrahim Sirkeci & Fatma Zeren, 2018. "Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 6(2), pages 139-157, October.
    13. Anna Gaviglio & Mattia Bertocchi & Maria Elena Marescotti & Eugenio Demartini & Alberto Pirani, 2016. "The social pillar of sustainability: a quantitative approach at the farm level," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 4(1), pages 1-19, December.
    14. Kotler, Philip & Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 2019. "Influence of country and company characteristics on international business decisions: A review, conceptual model, and propositions," International Business Review, Elsevier, vol. 28(3), pages 482-498.
    15. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 17.
    16. Klockner, Heike & Langen, Nina & Hartmann, Monika, 2010. "The role of taste perception for the success of country of origin labeling in the case of organic pepper," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61728, Agricultural and Applied Economics Association.
    17. Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    18. Lorenz, Bettina A. & Hartmann, Monika & Simons, Johannes, 2014. "Impacts from Region-of-Origin Labeling on Consumer Product Perception and Purchasing Intention – Causal Relationships in a TPB based Model," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182975, European Association of Agricultural Economists.
    19. Caputo, Vincenzina & Aprile, Maria Carmela & Nayga, Rodolfo M., Jr., 2011. "Consumers’ Valuation for European food quality labels: Importance of Label Information Provision," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114324, European Association of Agricultural Economists.
    20. Petra Šánová & Jitka Svobodová & Adriana Laputková, 2017. "Using Multiple Correspondence Analysis to Evaluate Selected Aspects of Behaviour of Consumers Purchasing Local Food Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 2083-2093.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mig:tmjrnl:v:1:y:2013:i:1:p:72-83. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxbridge Publishing House (email available below). General contact details of provider: https://www.transnationalmarket.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.