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Partager le résultat de cette rechercheExplaining regional dynamics of marketing strategies: the experience of the Tuscan wine producers / D. Vergamini in Journal of rural studies, vol. 72 (December 2019)
Titre : Explaining regional dynamics of marketing strategies: the experience of the Tuscan wine producers Type de document : objet à 3 dimensions, artefacts, ... Auteurs : D. Vergamini, Auteur ; G. Brunori ; P. Prosperi ; F. Bartolini, Auteur Année de publication : 2019 Article en page(s) : p. 136-152 Langues : Anglais (eng) Langues originales : Anglais (eng) Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Italie ; F POPULATIONS - ETUDES DE CAS:Economic development Mots-clés : 10 - INDUSTRIES 10.9 - Vin WINE INDUSTRY INDUSTRIE DU VIN WINES VIN TERRITORIAL MARKETING MARKETING TERRITORIAL PROTECTED GEOGRAPHICAL INDICATION INDICATION GEOGRAPHIQUE PROTEGEE SMALL FARMS PETITE EXPLOITATION AGRICOLE MEDIUM SIZE FARMS EXPLOITATION AGRICOLE MOYENNE DEVELOPPEMENT ECONOMIQUE PROTECTED DESIGNATION OF ORIGIN APPELLATION D'ORIGINE PROTEGEE CERTIFICATION CERTIFICATION QUALITY LABELS LABEL DE QUALITE REGIONAL PRODUCT PRODUIT REGIONAL MARKETING CHANNELS CIRCUIT DE COMMERCIALISATION TOSCANA TOSCANA ITALY Résumé : In a traditional wine region such as Tuscany (Italy), the wine production is perceived by several industry players as weak and fragmented because it is mainly managed by small and medium-sized wineries that have limited market power compared to large companies and distributors. In this paper, we hypothesise that this problem was influenced - in a period of strong market growth - by producers' choices that underestimated the impact of several external forces (e.g. competition, changes in demand and regulation) and promoted strategies without considering their combination with key context-specific physical, structural and socio-cultural factors. The study investigates the origin of these marketing strategies confronted with the contested fragmentation, exploring both current and future trends of the wine market in Tuscany. The objective is to provide a better understanding on how the combinations between these factors and firm's activities define regional settings in which the different strategies are developed and how these settings can be used to promote more effective and calibrated strategies towards greater economic sustainability of the sector. The focus is to understand the nature and the dynamics of interlinkages between the adoption of quality-based differentiation strategies, the diversification of marketing channels, and their regional and local determinants. We adopt a mixed quantitative and qualitative research approach composed of an analytical framework, an econometric analysis, and interviews with wine producers. First, the method provides a conceptual framework to understand the interlinkages between producers' strategies and local and regional determinants. Then, the winery decision-making process is modelled through a two-by-two differentiation strategy model that represents the wineries' decision towards the adoption of PDO/PGI appellation or organic certification in relation with the choice of distribution channels. Through the reciprocal of the Herfindahl-Hirschman Index (HHI−1) - calculated on alternative marketing strategies – we verified the extent of diversification of sale channels under the different quality choices (i.e. PDO/PGI and organic or without them). Then, the determinants of the choice of distribution channels were quantified by applying a censored regression model and the results were elaborated and discussed in the light of 32 producers' interviews. The main trend highlights the fragmentation of wine production that has been determined by the differentiation model adopted by the regional producers. The results confirm a great divide in strategies between those producing quality wines and those who do not: on the one hand being mainly involved in PDO/PGI or organic certification positively affects the choice of multiple distribution channels; on the other hand, those who are not involved in quality labels have concentrated their production in a restricted number of marketing channels. The analysis shows that different producers' strategies have been influenced by the interaction between structural factors, farm characteristics and terroir in response to external changes. It also reveals a transformation process in progress that involves the concentration of the supply chain. Producers are promoting greater consolidation and reassembling of the production through new producer networks and associations that aim to reduce the fragmentation and related weakness with new common strategies. En ligne : https://doi.org/10.1016/j.jrurstud.2019.10.006 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248137
in Journal of rural studies > vol. 72 (December 2019) . - p. 136-152[article] Explaining regional dynamics of marketing strategies: the experience of the Tuscan wine producers [objet à 3 dimensions, artefacts, ...] / D. Vergamini, Auteur ; G. Brunori ; P. Prosperi ; F. Bartolini, Auteur . - 2019 . - p. 136-152.
Langues : Anglais (eng) Langues originales : Anglais (eng)
in Journal of rural studies > vol. 72 (December 2019) . - p. 136-152
Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Italie ; F POPULATIONS - ETUDES DE CAS:Economic development Mots-clés : 10 - INDUSTRIES 10.9 - Vin WINE INDUSTRY INDUSTRIE DU VIN WINES VIN TERRITORIAL MARKETING MARKETING TERRITORIAL PROTECTED GEOGRAPHICAL INDICATION INDICATION GEOGRAPHIQUE PROTEGEE SMALL FARMS PETITE EXPLOITATION AGRICOLE MEDIUM SIZE FARMS EXPLOITATION AGRICOLE MOYENNE DEVELOPPEMENT ECONOMIQUE PROTECTED DESIGNATION OF ORIGIN APPELLATION D'ORIGINE PROTEGEE CERTIFICATION CERTIFICATION QUALITY LABELS LABEL DE QUALITE REGIONAL PRODUCT PRODUIT REGIONAL MARKETING CHANNELS CIRCUIT DE COMMERCIALISATION TOSCANA TOSCANA ITALY Résumé : In a traditional wine region such as Tuscany (Italy), the wine production is perceived by several industry players as weak and fragmented because it is mainly managed by small and medium-sized wineries that have limited market power compared to large companies and distributors. In this paper, we hypothesise that this problem was influenced - in a period of strong market growth - by producers' choices that underestimated the impact of several external forces (e.g. competition, changes in demand and regulation) and promoted strategies without considering their combination with key context-specific physical, structural and socio-cultural factors. The study investigates the origin of these marketing strategies confronted with the contested fragmentation, exploring both current and future trends of the wine market in Tuscany. The objective is to provide a better understanding on how the combinations between these factors and firm's activities define regional settings in which the different strategies are developed and how these settings can be used to promote more effective and calibrated strategies towards greater economic sustainability of the sector. The focus is to understand the nature and the dynamics of interlinkages between the adoption of quality-based differentiation strategies, the diversification of marketing channels, and their regional and local determinants. We adopt a mixed quantitative and qualitative research approach composed of an analytical framework, an econometric analysis, and interviews with wine producers. First, the method provides a conceptual framework to understand the interlinkages between producers' strategies and local and regional determinants. Then, the winery decision-making process is modelled through a two-by-two differentiation strategy model that represents the wineries' decision towards the adoption of PDO/PGI appellation or organic certification in relation with the choice of distribution channels. Through the reciprocal of the Herfindahl-Hirschman Index (HHI−1) - calculated on alternative marketing strategies – we verified the extent of diversification of sale channels under the different quality choices (i.e. PDO/PGI and organic or without them). Then, the determinants of the choice of distribution channels were quantified by applying a censored regression model and the results were elaborated and discussed in the light of 32 producers' interviews. The main trend highlights the fragmentation of wine production that has been determined by the differentiation model adopted by the regional producers. The results confirm a great divide in strategies between those producing quality wines and those who do not: on the one hand being mainly involved in PDO/PGI or organic certification positively affects the choice of multiple distribution channels; on the other hand, those who are not involved in quality labels have concentrated their production in a restricted number of marketing channels. The analysis shows that different producers' strategies have been influenced by the interaction between structural factors, farm characteristics and terroir in response to external changes. It also reveals a transformation process in progress that involves the concentration of the supply chain. Producers are promoting greater consolidation and reassembling of the production through new producer networks and associations that aim to reduce the fragmentation and related weakness with new common strategies. En ligne : https://doi.org/10.1016/j.jrurstud.2019.10.006 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248137
Titre : Strategies of improvement of marketing mix in the Sicilian market oriented wine enterprises Type de document : objet à 3 dimensions, artefacts, ... Auteurs : C. Bellia Année de publication : 2007/06 Article en page(s) : p. 26-37 Présentation : réf., tabl., graph. Langues : Anglais (eng) Langues originales : Anglais (eng) Français (fre) Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Italie Mots-clés : SICILIA ITALY MARKETING WINE INDUSTRY INDUSTRIE DU VIN WINE COOPERATIVE COOPERATIVE VITIVINICOLE COMPETITIVENESS COMPETITIVITE 10 - INDUSTRIES 10.9 - Vin Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=137665
in New Medit > vol. 6, n. 2 (2007/06) . - p. 26-37[article] Strategies of improvement of marketing mix in the Sicilian market oriented wine enterprises [objet à 3 dimensions, artefacts, ...] / C. Bellia . - 2007/06 . - p. 26-37 : réf., tabl., graph.
Langues : Anglais (eng) Langues originales : Anglais (eng) Français (fre)
in New Medit > vol. 6, n. 2 (2007/06) . - p. 26-37
Titre : Technical efficiency and firm exit in the wine and meat sector : policy implications Type de document : objet à 3 dimensions, artefacts, ... Auteurs : Z. Kallas ; F. Lambarraa Année de publication : 01/06/2010 Article en page(s) : p. 25-31 Langues : Anglais (eng) Langues originales : Anglais (eng) Français (fre) Catégories : S SCIENCES ET TECHNIQUES:Mathématiques et statistiques:Statistique:Mathématiques statistiques:Modèle mathématique Mots-clés : WINE INDUSTRY INDUSTRIE DU VIN MEAT INDUSTRY INDUSTRIE DE LA VIANDE MATHEMATICAL MODELS FARM CLOSURES CESSATION DE L'EXPLOITATION COMPANY STRATEGY STRATEGIE DE L'ENTREPRISE 09 - ENTREPRISES 9.1 - Entreprise généralités (gestion, organisation) Résumé : Our paper seeks to assess the determinant factors that drive wine and meat industries in Catalonia (Spain) to abandon their activities as well the timing of their decision. More specifically, we use Duration Analysis (DA) to determine why firms exit the market and the diffusion aspects of abandoning behavior. Economic and non-economic factors were used as explanatory variables, especially, the Technical Efficiency (TE) ratio that has been assessed by the Stochastic Frontier (SF) model. Results demonstrate a significant impact of TE as well as other economic factors on exit duration. Policy makers will be more able to target those agroindustries with higher hazard of abandoning market and thus maintain their contribution to the social fabric associated to them. = Notre article vise à évaluer les facteurs déterminant qui conduisent les industries viticoles et de viandes en Catalogne (Espagne) à abandonner leurs activités ainsi que le moment choisi pour cette décision. Plus précisément, nous utilisons l'analyse de durée afin de déterminer les facteurs qui affectent leur sortie du marché. Des facteurs économiques ou non ont été utilisés comme variables explicatives, en particulier, l'efficacité technique qui a été estimée en utilisant le modèle de la frontière stochastique. Les résultats montrent un impact significatif de l´efficacité technique, ainsi que d´autres facteurs économiques sur la durée de sortie. Les décideurs seront plus capables de prévoir la sortie des agro-industries à haut risque pour abandonner le marché et ainsi maintenir leurs contributions au tissu social. Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=137676
in New Medit > vol. 9, n. 2 (01/06/2010) . - p. 25-31[article] Technical efficiency and firm exit in the wine and meat sector : policy implications [objet à 3 dimensions, artefacts, ...] / Z. Kallas ; F. Lambarraa . - 01/06/2010 . - p. 25-31.
Langues : Anglais (eng) Langues originales : Anglais (eng) Français (fre)
in New Medit > vol. 9, n. 2 (01/06/2010) . - p. 25-31
Catégories : S SCIENCES ET TECHNIQUES:Mathématiques et statistiques:Statistique:Mathématiques statistiques:Modèle mathématique Mots-clés : WINE INDUSTRY INDUSTRIE DU VIN MEAT INDUSTRY INDUSTRIE DE LA VIANDE MATHEMATICAL MODELS FARM CLOSURES CESSATION DE L'EXPLOITATION COMPANY STRATEGY STRATEGIE DE L'ENTREPRISE 09 - ENTREPRISES 9.1 - Entreprise généralités (gestion, organisation) Résumé : Our paper seeks to assess the determinant factors that drive wine and meat industries in Catalonia (Spain) to abandon their activities as well the timing of their decision. More specifically, we use Duration Analysis (DA) to determine why firms exit the market and the diffusion aspects of abandoning behavior. Economic and non-economic factors were used as explanatory variables, especially, the Technical Efficiency (TE) ratio that has been assessed by the Stochastic Frontier (SF) model. Results demonstrate a significant impact of TE as well as other economic factors on exit duration. Policy makers will be more able to target those agroindustries with higher hazard of abandoning market and thus maintain their contribution to the social fabric associated to them. = Notre article vise à évaluer les facteurs déterminant qui conduisent les industries viticoles et de viandes en Catalogne (Espagne) à abandonner leurs activités ainsi que le moment choisi pour cette décision. Plus précisément, nous utilisons l'analyse de durée afin de déterminer les facteurs qui affectent leur sortie du marché. Des facteurs économiques ou non ont été utilisés comme variables explicatives, en particulier, l'efficacité technique qui a été estimée en utilisant le modèle de la frontière stochastique. Les résultats montrent un impact significatif de l´efficacité technique, ainsi que d´autres facteurs économiques sur la durée de sortie. Les décideurs seront plus capables de prévoir la sortie des agro-industries à haut risque pour abandonner le marché et ainsi maintenir leurs contributions au tissu social. Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=137676
Titre : Innovation in rural Spain. What drives innovation in the rural-peripheral areas of southern Europe? Type de document : objet à 3 dimensions, artefacts, ... Auteurs : C. Garcia-Cortijo, Auteur ; I. Carrasco ; J.S. Castillo Valero, Auteur Année de publication : 2019 Article en page(s) : p. 114-124 Langues : Anglais (eng) Langues originales : Anglais (eng) Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Espagne ; F POPULATIONS - ETUDES DE CAS:D SOCIOLOGIE - ETHNOLOGIE - ANTHROPOLOGIE :4.45 Etablissements humains et utilisation des terres:Développement régional:Disparité régionale ; F POPULATIONS - ETUDES DE CAS:D SOCIOLOGIE - ETHNOLOGIE - ANTHROPOLOGIE :4.45 Etablissements humains et utilisation des terres:Zone rurale ; S SCIENCES ET TECHNIQUES:Géographie et océanographie:Géographie:Géographie humaine:Géographie économique Mots-clés : 04 - DEVELOPPEMENT LOCAL ET REGIONAL 4.1 - Territoire (généralités). Economie Régionale et Spatiale. Aménagement du Territoire INNOVATION INNOVATION RURAL AREAS FARMS EXPLOITATION AGRICOLE AGROINDUSTRIAL SECTOR SECTEUR AGROINDUSTRIEL CLUSTER SYSTEME DE PRODUCTION LOCALISE REGION REGION SUBURBAN AREAS ZONE PERIURBAINE WINE INDUSTRY INDUSTRIE DU VIN GEOGRAPHICAL DISTRIBUTION REPARTITION GEOGRAPHIQUE REGIONAL DISPARITY ECONOMIC GEOGRAPHY CASTILLA MANCHA CASTILLA MANCHA SPAIN Résumé : In Europe, a core-periphery model has been allowed to develop in rural areas, leading to the marginalization and even abandonment of farms due to low competitiveness, which in turn has negatively impacted on the local agri-food industry. Innovation serves to reduce differences across regions, but little is known of innovative behaviors in the agri-food sector in peripheral regions. The aim of this study is to identify the determinants of innovation in the agri-food industry in Castilla-La Mancha, a rural-peripheral region in the south-east of Spain. The region presents a semi-arid environment, characterized by large geographical distances and a dispersed population. The productive structure is dominated by small and medium enterprises dedicated to traditional industries, the largest of which is wine production. A linear regression was conducted using the Box-Cox transformation method on a database of 771 regional agri-food companies, integrating factors of the companies’ structure with other from the socioeconomic environment, following the interactive approach of the evolutionary theory of innovation. The internal factors or specific characteristics of the company are those which most influence the propensity to innovate, while external factors also have an impact, especially the level of training in the area, the knowledge exchange undertaken with research centers and the location of companies in intermediate rural and peri-urban areas. In short, capacity and effort are key factors in explaining the level of innovation of companies in an area, but our research leads to the conclusion that these are determined by the geographical location. Thus, the particular space, even in peripheral rural areas, is asymmetrical and conditions the possibilities of innovation of rural areas, with the most innovative companies being located in areas with the greatest comparative development. This, therefore, constitutes a threefold territorial framework: center – intermediate periphery - periphery of the periphery, thus nuancing the more traditional view of economic geography. En ligne : https://doi.org/10.1016/j.jrurstud.2019.02.027 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248151
in Journal of rural studies > vol. 71 (October 2019) . - p. 114-124[article] Innovation in rural Spain. What drives innovation in the rural-peripheral areas of southern Europe? [objet à 3 dimensions, artefacts, ...] / C. Garcia-Cortijo, Auteur ; I. Carrasco ; J.S. Castillo Valero, Auteur . - 2019 . - p. 114-124.
Langues : Anglais (eng) Langues originales : Anglais (eng)
in Journal of rural studies > vol. 71 (October 2019) . - p. 114-124
Catégories : A HISTOIRE - Pays et ensemble de pays:Histoire de l'Europe:Europe occidentale:Espagne ; F POPULATIONS - ETUDES DE CAS:D SOCIOLOGIE - ETHNOLOGIE - ANTHROPOLOGIE :4.45 Etablissements humains et utilisation des terres:Développement régional:Disparité régionale ; F POPULATIONS - ETUDES DE CAS:D SOCIOLOGIE - ETHNOLOGIE - ANTHROPOLOGIE :4.45 Etablissements humains et utilisation des terres:Zone rurale ; S SCIENCES ET TECHNIQUES:Géographie et océanographie:Géographie:Géographie humaine:Géographie économique Mots-clés : 04 - DEVELOPPEMENT LOCAL ET REGIONAL 4.1 - Territoire (généralités). Economie Régionale et Spatiale. Aménagement du Territoire INNOVATION INNOVATION RURAL AREAS FARMS EXPLOITATION AGRICOLE AGROINDUSTRIAL SECTOR SECTEUR AGROINDUSTRIEL CLUSTER SYSTEME DE PRODUCTION LOCALISE REGION REGION SUBURBAN AREAS ZONE PERIURBAINE WINE INDUSTRY INDUSTRIE DU VIN GEOGRAPHICAL DISTRIBUTION REPARTITION GEOGRAPHIQUE REGIONAL DISPARITY ECONOMIC GEOGRAPHY CASTILLA MANCHA CASTILLA MANCHA SPAIN Résumé : In Europe, a core-periphery model has been allowed to develop in rural areas, leading to the marginalization and even abandonment of farms due to low competitiveness, which in turn has negatively impacted on the local agri-food industry. Innovation serves to reduce differences across regions, but little is known of innovative behaviors in the agri-food sector in peripheral regions. The aim of this study is to identify the determinants of innovation in the agri-food industry in Castilla-La Mancha, a rural-peripheral region in the south-east of Spain. The region presents a semi-arid environment, characterized by large geographical distances and a dispersed population. The productive structure is dominated by small and medium enterprises dedicated to traditional industries, the largest of which is wine production. A linear regression was conducted using the Box-Cox transformation method on a database of 771 regional agri-food companies, integrating factors of the companies’ structure with other from the socioeconomic environment, following the interactive approach of the evolutionary theory of innovation. The internal factors or specific characteristics of the company are those which most influence the propensity to innovate, while external factors also have an impact, especially the level of training in the area, the knowledge exchange undertaken with research centers and the location of companies in intermediate rural and peri-urban areas. In short, capacity and effort are key factors in explaining the level of innovation of companies in an area, but our research leads to the conclusion that these are determined by the geographical location. Thus, the particular space, even in peripheral rural areas, is asymmetrical and conditions the possibilities of innovation of rural areas, with the most innovative companies being located in areas with the greatest comparative development. This, therefore, constitutes a threefold territorial framework: center – intermediate periphery - periphery of the periphery, thus nuancing the more traditional view of economic geography. En ligne : https://doi.org/10.1016/j.jrurstud.2019.02.027 Permalink : https://cs.iut.univ-tours.fr/index.php?lvl=notice_display&id=248151
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