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Beyond agropiracy : the case of italian pasta in the United States retail market


  • Cembalo Luigi

    (Cebtro per 1a Formazione in Economia e Politica dello Sviluppo Rurale, Portici (IT), Via Università 96, 80055, Portici (NA)- ITALY)

  • Cicia Gianni

    (Cebtro per 1a Formazione in Economia e Politica dello Sviluppo Rurale, Portici (IT), Via Università 96, 80055, Portici (NA)- ITALY)

  • Del Giudice Teresa

    (Cebtro per 1a Formazione in Economia e Politica dello Sviluppo Rurale, Portici (IT), Via Università 96, 80055, Portici (NA)- ITALY)

  • Scarpa Riccardo

    (Department of Economico, Waikato Management School, Rm. 2.13, The University of Waikato, Private Bag 3105, Hamilton, 3240, New Zealand)

  • Tagliafierro Carolina

    (Institute of Agri-Food & Land Use, Queen's University of Belfast (UK), David Keir Building, Stranmillis Road - Belfast - BT9 5AG)


Together with the benefit due to the worldwide increase in consumer interest in traditional European food style, a growing phenomenon of agropiracy has taken place. Firms' marketing strategies tend to concentrate on product purity while we believe there exists a well-defined path worth: 1. introduction of a traditional (original) product on international markets; 2. local firms' imitation of the successful good; 3. local firms redesigning original products according to local consumption models and preferences. A representative sample of American consumers were interviewed in 12 US cities. Econometric analysis results suggest that a strategy aimed at emphasizing the authenticity of the origin of any product may not lead to any improvement in its market share, but it might very likely affect that market as a whole. Products should be offered as part of a sort of traditional product package to promote food habits rather than just commodities. © 2008 Wiley Periodicals, Inc.

Suggested Citation

  • Cembalo Luigi & Cicia Gianni & Del Giudice Teresa & Scarpa Riccardo & Tagliafierro Carolina, 2008. "Beyond agropiracy : the case of italian pasta in the United States retail market," Agribusiness, John Wiley & Sons, Ltd., vol. 24(3), pages 403-413.
  • Handle: RePEc:wly:agribz:v:24:y:2008:i:3:p:403-413
    DOI: 10.1002/agr.20161

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    References listed on IDEAS

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    Cited by:

    1. Di Vita, Giuseppe & D'Amico, Mario & La Via, Giovanni & Caniglia, Elena, 2013. "Quality Perception of PDO extra-virgin Olive Oil: Which attributes most influence Italian consumers?," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 14(2), June.
    2. Cembalo, Luigi & Pascucci, Stefano & Tagliafierro, Carolina & Caracciolo, Francesco, 2014. "Development and Management of a Bio-Energy Supply Chain Through Contract Farming," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 17(3).

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