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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]

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

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.

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Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 40449.

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Date of creation: 2012
Date of revision:
Handle: RePEc:pra:mprapa:40449
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  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. 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.
  3. Moschini, GianCarlo, 1999. "Imposing Local Curvature Conditions in Flexible Demand System," Staff General Research Papers 1745, Iowa State University, Department of Economics.
  4. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-26, June.
  5. 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.
  6. 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.
  7. 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.
  8. Aviv Nevo, 2001. "New Products, Quality Changes and Welfare Measures Computed From Estimated Demand Systems," NBER Working Papers 8425, National Bureau of Economic Research, Inc.
  9. 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.
  10. Samir Mili & Manuel Rodr�guez Z��iga, 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.
  11. Jon H. Hanf & Rainer Kühl, 2005. "Branding and its consequences for German agribusiness," Agribusiness, John Wiley & Sons, Ltd., vol. 21(2), pages 177-189.
  12. Moschini, GianCarlo, 1995. "Units of Measurement and the 'Stone Index' In Demand System Estimation," Staff General Research Papers 5058, Iowa State University, Department of Economics.
  13. Marian Garc�a Mart�nez & 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.
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