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Case Study: The new territorial orientation of a transnational company: Italian pasta

Author

Listed:
  • Silvia Dessì

    (University of Cagliari, Via S. Ignazio, 74 - 09123 Cagliari.)

  • Federica Caboni

    (University of Cagliari, Via S. Ignazio, 74 - 09123 Cagliari)

  • Ernestina Giudici

    (Department of Business Economics, University of Cagliari, Via S. Ignazio, 74 - 09123 Cagliari, Italy.)

Abstract

Taking the new consumer requirements for products linked to regional identity and cultural heritage into consideration, today's transnational companies have modified their strategies. By using a regional or geographic indication, it is possible to exploit existing associations that consumers have with a region or particular place and provide products that have a specific image. The purpose of this case study is to illustrate this new orientation of transnational companies’ towards a rediscovery and evaluation of terroir. To pursue this goal we chose to use the case study methodology, based on the analysis of the Italian food company Barilla. The study underlines the decision of this transnational company to offer a line of products closely linked to their geographical origin. Furthermore, it analyses how this territorial links are able to communicate and transmit cultural and traditional roots.

Suggested Citation

  • Silvia Dessì & Federica Caboni & Ernestina Giudici, 2013. "Case Study: The new territorial orientation of a transnational company: Italian pasta," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 72-83, October.
    • Handle: RePEc:mig:tmjrnl:v:1:y:2013:i:1:p:72-83
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    References listed on IDEAS

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    1. van Ittersum, Koert & Candel, Math J. J. M. & Meulenberg, Matthew T. G., 2003. "The influence of the image of a product's region of origin on product evaluation," Journal of Business Research, Elsevier, vol. 56(3), pages 215-226, March.
    2. Koert Van Ittersum & Matthew T. G. Meulenberg & Hans C. M. Van Trijp & Math J. J. M. Candel, 2007. "Consumers’ Appreciation of Regional Certification Labels: A Pan-European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 58(1), pages 1-23, February.
    3. Ibrahim Sirkeci, 2013. "Transnational Marketing and Transnational Consumers," SpringerBriefs in Business, Springer, edition 127, number 978-3-642-36775-5, October.
    4. Eugenijus Chlivickas & Rasa Smaliukiene, 2009. "International region as a brand origin: Conceptualization and review," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 10(2), pages 141-148, March.
    5. Jean-Noël Kapferer & Isabelle Schuiling, 2004. "Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers," Post-Print hal-00781539, HAL.
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    1. Yagmur Ozyer & Basak Degerli & Alper Degerli & Ebru Gozukara, 2016. "Card usage by Turks when travelling abroad: shopping and Transnationalisation," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(1), pages 10-19, May.

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