Food and wine are typical products of exportation, as the Italian ones are recognized for its high quality, tradition or competitiveness in terms of quality/price. Therefore, the food sector represents a critical context for companies opportunities., also into the family businesses. The research fits into this area of study. The purpose is to identify which communication and retail distribution strategy a medium-sized company in food sector could adopt in order to increase competitive advantage. Considering that the food sector is a mature one, we analysed how a functional strategy - the communication and distribution one - within a main business strategy may introduce new ideas and makes use of new means to convince consumers on the value of what they eat and on the correlation between the diet and health, improving customer loyalty. The treatise was carried out using the case study method. It emerged that a communication and retail distribution strategy of a medium-sized company operating in a mature sector such as the food may renew the classic and most traditional features of its formula, being successful.

A new communication and retail distribution formula in food sector

GIACOSA, Elisa;CULASSO, Francesca;STUPINO, MARGHERITA
2017-01-01

Abstract

Food and wine are typical products of exportation, as the Italian ones are recognized for its high quality, tradition or competitiveness in terms of quality/price. Therefore, the food sector represents a critical context for companies opportunities., also into the family businesses. The research fits into this area of study. The purpose is to identify which communication and retail distribution strategy a medium-sized company in food sector could adopt in order to increase competitive advantage. Considering that the food sector is a mature one, we analysed how a functional strategy - the communication and distribution one - within a main business strategy may introduce new ideas and makes use of new means to convince consumers on the value of what they eat and on the correlation between the diet and health, improving customer loyalty. The treatise was carried out using the case study method. It emerged that a communication and retail distribution strategy of a medium-sized company operating in a mature sector such as the food may renew the classic and most traditional features of its formula, being successful.
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food sector; food companies; communication strategy; retail distribution strategy; family businesses
Dana, L.P. S.; Giacosa, E.; Culasso, F.; Stupino, M
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2318/1607596
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