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Il marketing nelle imprese agroalimentari del padovano: dal saper fare al saper vendere

Author

Listed:
  • Enrico Scarso
  • Ettore Bolisani
  • Marco Paiola

Abstract

Il contesto in cui l?industria agroalimentare italiana si trova a operare sta rapidamente cambiando e divenendo sempre pi? complesso, condizionato da vari fattori. Questi cambiamenti pongono alle imprese domande cruciali. In particolare, in un ambiente sempre pi? turbolento e difficile quanto conta "saper vendere"? Bastano la qualit? delle materie prime, le indiscutibili competenze produttive, la tipicit? per ?vendere? un prodotto alimentare? Queste e altre domande sono affrontate nel presente saggio che illustra i risultati maggiormente significativi di una ricerca commissionata da Confindustria Padova e svolta nel corso del 2013 con l?obiettivo di tracciare un quadro aggiornato delle problematiche commerciali e di marketing affrontate dalle imprese agroalimentari, individuando possibili modelli e pratiche adatte alle aziende del territorio padovano. La metodologia di ricerca utilizzata ? quella tipica di questi studi. Si ? innanzitutto condotta un?analisi documentale preliminare alla rilevazione empirica, realizzata attraverso incontri e workshop con operatori del settore, e mediante la redazione di 15 casi-studio di imprese locali.

Suggested Citation

  • Enrico Scarso & Ettore Bolisani & Marco Paiola, 2014. "Il marketing nelle imprese agroalimentari del padovano: dal saper fare al saper vendere," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2014(2), pages 187-212.
    • Handle: RePEc:fan:eseses:v:html10.3280/es2014-002011
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    More about this item

    Keywords

    Agroalimentare; marketing; casi studio;
    All these keywords.

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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