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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 Universit� 96, 80055, Portici (NA)- ITALY)

  • Cicia Gianni

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

  • Del Giudice Teresa

    (Cebtro per 1a Formazione in Economia e Politica dello Sviluppo Rurale, Portici (IT), Via Universit� 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.

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File URL: http://hdl.handle.net/10.1002/agr.20161
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Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 24 (2008)
Issue (Month): 3 ()
Pages: 403-413

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Handle: RePEc:wly:agribz:v:24:y:2008:i:3:p:403-413
Contact details of provider: Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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  1. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132.
  2. Daniel Hassan & Sylvette Monier-Dilhan, 2006. "National brands and store brands: Competition through public quality labels," Agribusiness, John Wiley & Sons, Ltd., vol. 22(1), pages 21-30.
  3. Maria Luz Loureiro & Jill J. McCluskey, 2000. "Assessing consumer response to protected geographical identification labeling," Agribusiness, John Wiley & Sons, Ltd., vol. 16(3), pages 309-320.
  4. Bodo E. Steiner, 2004. "Australian wines in the British wine market: A hedonic price analysis," Agribusiness, John Wiley & Sons, Ltd., vol. 20(3), pages 287-307.
  5. Kenneth Train, 2003. "Discrete Choice Methods with Simulation," Online economics textbooks, SUNY-Oswego, Department of Economics, number emetr2, December.
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