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Strategie di prezzo e profittabilità nel mercato degli oli extra-vergine di oliva:un modello di analisi attraverso gli scanner data
[Big And Small Producers, Private Label And Gdo’S Price Strategies For Extra-Virgin Olive Oil]

Author

Listed:
  • Stasi, Antonio
  • Diotallevi, Francesco
  • Marchini, Andrea

Abstract

Given the recent changes in olive oil market and the growing importance of Distribution for commerce and for private labeling srategies, our work aims at conducting a market analysis that studies the competition within the sector and foresees the profitability of the different possible business strategies. The study refers to the industrial organization theory and estimates olive oil demand in order to calculate the price cost margins. The main findings concern low expectation about price wars. In general private labels seem to perform better then multinational strategies. Small-medium enterprises are less competitive but still able to survive in the competitive arena.

Suggested Citation

  • Stasi, Antonio & Diotallevi, Francesco & Marchini, Andrea, 2012. "Strategie di prezzo e profittabilità nel mercato degli oli extra-vergine di oliva:un modello di analisi attraverso gli scanner data
    [Big And Small Producers, Private Label And Gdo’S Price Strategie
    ," MPRA Paper 40449, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:40449
    as

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    File URL: https://mpra.ub.uni-muenchen.de/40449/1/MPRA_paper_40449.pdf
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    References listed on IDEAS

    as
    1. Bernardo De Gennaro & Luigi Roselli & Umberto Medicamento, 2009. "Il commercio internazionale degli oli di oliva italiani e pugliesi: un’analisi comparata," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 11(3), pages 79-101.
    2. Marian García Martínez & Zulema Aragonés & Nigel Poole, 2002. "A repositioning strategy for olive oil in the UK market," Agribusiness, John Wiley & Sons, Ltd., vol. 18(2), pages 163-180.
    3. Scarpa Riccardo & Del Giudice Teresa, 2004. "Market Segmentation via Mixed Logit: Extra-Virgin Olive Oil in Urban Italy," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 2(1), pages 1-20, August.
    4. Aviv Nevo, 2003. "New Products, Quality Changes, and Welfare Measures Computed from Estimated Demand Systems," The Review of Economics and Statistics, MIT Press, vol. 85(2), pages 266-275, May.
    5. Moschini, Giancarlo, 1999. "Imposing Local Curvature Conditions in Flexible Demand Systems," Journal of Business & Economic Statistics, American Statistical Association, vol. 17(4), pages 487-490, October.
    6. Andrea Marchini & Francesco Diotallevi & Linda Fioriti, 2010. "L’analisi delle interdipendenze competitive attraverso la "Social Network Analysis": il caso studio dell’olio extravergine d’oliva," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 12(3), pages 7-25.
    7. Samir Mili & Manuel Rodríguez Zúñiga, 2001. "Exploring future developments in international olive oil trade and marketing: A Spanish perspective," Agribusiness, John Wiley & Sons, Ltd., vol. 17(3), pages 397-415.
    8. Diotallevi, Francesco & Stasi, Antonio, 2010. "La domanda di olio extra-vergine di oliva nel Sud Italia.Quali le migliori strategie:brand leadership, private label o piccoli produttori?
      [The extra-virgin olive oil demand in South Italia.Whic ar
      ," MPRA Paper 40480, University Library of Munich, Germany.
    9. 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.
    10. Giancarlo Moschini, 1995. "Units of Measurement and the Stone Index in Demand System Estimation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 77(1), pages 63-68.
    11. Anania, Giovanni & Pupo D'Andrea, Maria Rosaria, 2008. "The Global Market for Olive Oil: Actors, Trends, Policies, Prospects and Research Needs," Working Papers 6109, TRADEAG - Agricultural Trade Agreements.
    12. Jon H. Hanf & Rainer Kühl, 2005. "Branding and its consequences for German agribusiness," Agribusiness, John Wiley & Sons, Ltd., vol. 21(2), pages 177-189.
    13. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-326, June.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    BRAND LEADERSHIP. PRIVATE LABEL. GDO’S PRICE STRATEGIES. EXTRAVIRGIN OLIVE OIL MARKET;

    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • C01 - Mathematical and Quantitative Methods - - General - - - Econometrics

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