IDEAS home Printed from https://ideas.repec.org/p/ags/eaae99/7750.html
   My bibliography  Save this paper

Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System

Author

Listed:
  • Vastola, Antonella P.

Abstract

Today's consumers demand products and services not only with proven intrinsic quality features but also endowed with non-material attributes such as respect for the environmental and ethical values. These concerns are central to recent marketing developments. Cause related marketing (CRM) is a good example of the new entrepreneurial strategies able to achieve on the one hand utilitarian aims and on the other hand to contribute to a social cause through different forms of company donation. From the analysis it emerges that in Italian agri-food system three types of agents are applying CRM: companies producing widely consumed brands, with high sales volume; small companies producing high quality goods but with brands known within a limited market area; mass distribution companies. The use and aims of CRM strategies are different for each of the actors.

Suggested Citation

  • Vastola, Antonella P., 2006. "Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System," 99th Seminar, February 8-10, 2006, Bonn, Germany 7750, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae99:7750
    DOI: 10.22004/ag.econ.7750
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/7750/files/sp06va01.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.7750?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
    Full references (including those not matched with items on IDEAS)

    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. Teresa M. Fernandes & João F. Proença & P.K. Kannan, 2008. "The Relationships in Marketing: Contribution of a Historical Perspective," FEP Working Papers 274, Universidade do Porto, Faculdade de Economia do Porto.
    2. Elg, Ulf, 2005. "A study of inter-firm market orientation dimensions in Swedish, British and Italian supplier-retailer relationships," Working Paper Series 2005/6, Lund University, Institute of Economic Research.
    3. Ángel L. Meroño Cerdán & Narciso Arcas Lario, 2006. "Equipamiento y gestión de las tecnologías de la información en las cooperativas agroalimentarias," CIRIEC-España, revista de economía pública, social y cooperativa, CIRIEC-España, issue 54, pages 5-31, April.
    4. P. Van Kenhove & K. De Wulf & D. Van Den Poelt, 2003. "Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/168, Ghent University, Faculty of Economics and Business Administration.
    5. Buckinx, Wouter & Van den Poel, Dirk, 2005. "Customer base analysis: partial defection of behaviourally loyal clients in a non-contractual FMCG retail setting," European Journal of Operational Research, Elsevier, vol. 164(1), pages 252-268, July.
    6. Chao-Hung Wang & Li-Chang Hsu & Shyh-Rong Fang, 2009. "Constructing a relationship-based brand equity model," Service Business, Springer;Pan-Pacific Business Association, vol. 3(3), pages 275-292, September.
    7. NOTEBAERT, Jean-François & ASSADI, Djamchid & ATTUEL-MENDES, Laurence, 2008. "La qualité de l'interactivité dans la communication du service client sur les sites de banques : du courriel au Web 2.0," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 2008-01, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    8. Sichtmann, Christina & Griese, Ilka & Klein, Maren, 2007. "Determinants of the international performance of services: a conceptual model," Discussion Papers 2007/17, Free University Berlin, School of Business & Economics.
    9. Carmen Lages & Cristiana Raquel Lages & Luis Filipe Lages, 2004. "The relqual scale: a measure of relationship quality in export market ventures," Nova SBE Working Paper Series wp447, Universidade Nova de Lisboa, Nova School of Business and Economics.
    10. Andres Kuusik, 2007. "Affecting Customer Loyalty: Do Different Factors Have Various Influences In Different Loyalty Levels?," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 58, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    11. Christian Engau & Volker Hoffmann, 2011. "Corporate response strategies to regulatory uncertainty: evidence from uncertainty about post-Kyoto regulation," Policy Sciences, Springer;Society of Policy Sciences, vol. 44(1), pages 53-80, March.
    12. Longinos Marin & Salvador Ruiz, 2007. "“I Need You Too!â€\x9D Corporate Identity Attractiveness for Consumers and The Role of Social Responsibility," Journal of Business Ethics, Springer, vol. 71(3), pages 245-260, March.
    13. Pierre Volle & Aîda Mimouni, 2006. "Les bénéfices perçus des programmes relationnels : une approche de segmentation appliquée aux enseignes de distribution," Post-Print halshs-00164834, HAL.
    14. Gidhagen, Mikael, 1998. "Insurance marketing : services and relationships," Working Papers 1998:4, Uppsala University, Department of Business Studies.
    15. S. Steenhaut & P. Van Kenhove, 2003. "Consumers’ Reactions to “Receiving Too Much Change at the Checkout”," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/186, Ghent University, Faculty of Economics and Business Administration.
    16. Whipple, Judith M. & Frankel, Robert, 1998. "The Alliance Formation Process," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 1(3), pages 1-23.
    17. Alina Filip & Nicolae Al. Pop, 2007. "Strategic views regarding the relationship marketing approach and the transactional marketing approach within the financial and banking segment," Management & Marketing, Economic Publishing House, vol. 2(3), Autumn.
    18. G, Thiagarajan & Nakkeeran, Senthilkumar & Arockiasamy, Arulraj, 2010. "Mediating effects of broadband consumers’ behavior in India," MPRA Paper 26840, University Library of Munich, Germany, revised 27 Jul 2010.
    19. Eriksson, Kent & Mattsson, Jan, 1998. "Bank managers on developing customer relations," Working Papers 1998:2, Uppsala University, Department of Business Studies.
    20. Aykut, Arslan, 2008. "Boosting Total Relationship Marketing," MPRA Paper 20706, University Library of Munich, Germany.

    More about this item

    Keywords

    Agribusiness;

    Statistics

    Access and download statistics

    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:ags:eaae99:7750. 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: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/eaaeeea.html .

    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.