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The analysis of competitive interdependencies through Social Network Analysis: the case study of extra-virgin olive oil

Author

Listed:
  • Marchini, Andrea
  • Diotallevi, Francesco
  • Fioriti, Linda

Abstract

This paper aims to analyze, utilizing scanner data, the relationships of competitive interdependency in the extra-virgin olive oil sector in Italy. One of the most important aspects of the competitiveness analysis is the concept of competitive interdependency, as the competitive performances of a product depend upon the number of competitors on the same shop shelf. The «Social Network Analysis» (SNA) has been applied to investigate these interdependencies by elaborating extra-virgin olive oil sales data from a national level survey. The SNA methodology has provided a useful tool to analyse the competitive relationships between each selected extra-virgin olive oil brand and the others on the same shop shelf. The conclusions aim to discuss the results of the study, which has provided useful information about high quality Italian olive oil segments, and to evaluate future opportunities and actual limits of this new methodology to approach the analysis of competitive brand networks.

Suggested Citation

  • Marchini, Andrea & Diotallevi, Francesco & Fioriti, Linda, 2012. "The analysis of competitive interdependencies through Social Network Analysis: the case study of extra-virgin olive oil," MPRA Paper 40411, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:40411
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    File URL: https://mpra.ub.uni-muenchen.de/40411/1/MPRA_paper_40411.pdf
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    References listed on IDEAS

    as
    1. Cotterill, Ronald W., 1994. "Scanner Data: New Opportunities For Demand And Competitive Strategy Analysis," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 23(2), pages 1-15, October.
    2. Oral Capps, 1989. "Utilizing Scanner Data to Estimate Retail Demand Functions for Meat Products," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 71(3), pages 750-760.
    3. Cotterill, Ronald W., 1994. "Scanner Data: New Opportunities for Demand and Competitive Strategy Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 23(2), pages 125-139, October.
    4. Sandro Castaldo, 2001. "L'analisi della quota di mercato: un approccio network-based," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 301-336.
    5. Gian Paolo Cesaretti & Debora Scarpato, 2010. "Qualit? alimentare e competitivit? di sistema," Economia agro-alimentare, FrancoAngeli Editore, vol. 12(1), pages 7-28.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Antonio Stasi & Francesco Diotallevi & Andrea Marchini & Gianluca Nardone, 2018. "Italian Extra-Virgin Olive Oil: Impact on Demand on Being Market Leaders, Private Labels or Small Producers," Review of Economics & Finance, Better Advances Press, Canada, vol. 13, pages 39-54, August.

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    More about this item

    Keywords

    Social Network Analysis (SNA); extra-virgin olive oil market; competitiveness;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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