IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Can SMEs Build Global Brands with Place-Of-Origin Information? The Role of Social Networks

Listed author(s):
  • Dentoni, Domenico
  • Reardon, Thomas

Agri-food small- and medium-sized enterprises (SMEs) can enter global food chains by pursuing niche marketing strategies, where a narrow segment of customers perceives high benefits of food products that compensate their high prices and do not require large volumes of supply (Humphrey, 2005). To serve a niche of global customers, building a brand is challenging but crucial. Brands are crucial as they provide signals of the overall quality of products, as well as create an image that differentiates them from competitors (Keller, 1993). Building a brand is particularly important for firms that aspire to have a product image associated to credence attributes (Darby and Karni, 1973; Humphrey, 2005). Credence attributes are quality features that cannot be verified either before or after consumption of a product (Darby and Karni, 1973). The place of origin of a product, which is the most extensively studied credence attribute in the agricultural economics and marketing literature, is often used as a cue of the excellent flavor, the typicality and the sustainability of agri-food products. Credence attributes are increasingly valued in global markets and, given their own nature, the role of who signals them is crucial to determine their value.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL:
Download Restriction: no

Paper provided by European Association of Agricultural Economists in its series 113th Seminar, September 3-6, 2009, Chania, Crete, Greece with number 58006.

in new window

Date of creation: 2009
Handle: RePEc:ags:eaa113:58006
Contact details of provider: Web page:

More information through EDIRC

No references listed on IDEAS
You can help add them by filling out this form.

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:ags:eaa113:58006. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.