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Marketing Strategies for Olive Oil: A Supply-Side Perspective from Spain

Author

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  • Jose Antonio López-Castro

    (Department of Statistics, Econometrics, Operational Research, Business Organisation and Applied Economics, Faculty of Law and Business and Economic Sciences, University of Córdoba, 14071 Córdoba, Spain)

  • Juan Antonio Parrilla-González

    (Department of Economics, University of Jaen, 23071 Jaén, Spain)

Abstract

Olive oil, a staple of the Mediterranean diet, encounters substantial commercial obstacles in Spain and other olive oil-producing nations. Historically, these obstacles have been examined from a consumer demand standpoint, focusing on aspects such as quality enhancement, pricing issues, and consumer awareness deficiencies. This study shifts the focus to the supply-side perspective, providing novel insights into the factors affecting the marketing and sale of olive oil. To investigate these factors, a comprehensive consultation with an expert panel consisting of industry leaders from olive oil mills was conducted. These experts evaluated 13 critical factors identified through a literature review and their practical experience. The findings from this panel offer immediate practical applications, emphasizing the importance of marketing strategies, professionalization, internationalization, and the utilization of social networks and e-commerce in driving olive oil sales. The implications of these findings suggest that companies must restructure to become more professional and market-oriented to navigate and surmount the traditional commercial barriers in the olive oil industry. Overall, this research enhances our understanding of the supply-side dynamics influencing the marketing and sale of olive oil in the Spanish context and beyond.

Suggested Citation

  • Jose Antonio López-Castro & Juan Antonio Parrilla-González, 2024. "Marketing Strategies for Olive Oil: A Supply-Side Perspective from Spain," Businesses, MDPI, vol. 4(4), pages 1-13, October.
    • Handle: RePEc:gam:jbusin:v:4:y:2024:i:4:p:33-565:d:1496999
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    References listed on IDEAS

    as
    1. Bernal-Jurado, Enrique & Mozas-Moral, Adoración & Fernández-Uclés, Domingo & Medina-Viruel, Miguel Jesús, 2021. "Online popularity as a development factor for cooperatives in the winegrowing sector," Journal of Business Research, Elsevier, vol. 123(C), pages 79-85.
    2. Domingo Fernández-Uclés & Enrique Bernal-Jurado & Adoración Mozas-Moral & Miguel Jesús Medina-Viruel, 2020. "The importance of websites for organic agri-food producers," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 33(1), pages 2867-2880, January.
    3. Myriam Cano‐Rubio & Rosa Lombardi & Guadalupe Fuentes‐Lombardo & Pedro Núñez‐Cacho, 2021. "Familiness, business strategy and stakeholder engagement: The internationalisation of Spanish olive oil mills," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 4258-4280, December.
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