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THINK GLOBAL, ACT LOCAL: RETHINKING MARKETING STRATEGIES TO ENHANCE ITALIAN AND MARCHES REGION WINE SECTOR. SOME EVIDENCES FROM A CONSUMER SCIENCE APPROACH
No full textIl contesto vitivinicolo globale sta subendo già da qualche anno dei cambiamenti di carattere strutturale. I paesi europei che tradizionalmente hanno sempre avuto un forte orientamento alla produzione e al consumo di vino come ad esempio l’Italia, la Francia e la Spagna, sono ormai obbligati a confrontarsi con i mercati del Nuovo Mondo. Se da una parte questo scenario implica una mutazione del contesto competitivo, dall’altra offre delle opportunità per intercettare nuovi potenziali consumatori. L’inversione di tendenza coinvolge anche le abitudini di consumo: gli Stati Uniti per esempio sono diventati il principale paese consumatore di vino con un trend in crescita, al contrario della Francia e dell’Italia che vedono un decremento del consumo di vino nel mercato interno. A livello regionale, in particolare nelle Marche, si fa ancora più forte l’esigenza di progettare strategie a medio-lungo termine capaci di avvicinare le piccole aziende ai consumatori internazionali senza stravolgere la loro natura locale.
Questa tesi, composta da tre casi studio, offre nuovi punti di vista per ripensare il ruolo dei consumatori nelle strategie di marketing del vino a livello italiano e marchigiano rispondendo a delle domande di ricerca dettate dal contesto economico e sociale che influisce in maniera decisiva sul mondo del vino.
La prima domanda di ricerca a cui questo lavoro cerca di rispondere riguarda gli strumenti più adeguati per comunicare qualità e identità del vino nel mondo globalizzato. L’analisi sensoriale offre una base scientifica che può far crescere l’efficacia di strategie consortili. Infatti, il primo caso studio, mostra come l’Istituto Marchigiano di Tutela Vini (IMT) per primo, e il Consorzio dei Vini Piceni in seguito, attraverso uno studio scientifico sulle caratteristiche sensoriali dei vini a denominazione d’origine, hanno orientato la propria strategia di comunicazione nell’ottica della trasparenza, grazie all’oggettività dell’analisi sensoriale, e della condivisione, attraverso il vocabolario dettato dal protocollo scientifico internazionale successivamente trascritto in una chiave più semplice e comprensibile dai consumatori meno esperti.
La seconda domanda di ricerca, riguarda il gap informativo tra produttori e consumatori. È possibile ridurlo attraverso ricerche mirate per comprendere il significato che viene attribuito a concetti e parole diverse? Spesso chi produce e quindi comunica il vino è troppo distante da chi lo consuma. Nel secondo caso di studio, è presentato un metodo di ricerca molto utilizzato nella psicologia sociale ma poco applicato nella strategia di posizionamento del vino, per individuare l’asimmetria informativa nella filiera vitivinicola. Attraverso la teoria delle Rappresentazioni Sociali, sono state individuate delle differenze nelle costruzioni mentali legate al vino sostenibile. Questa teoria spiega come le nostre azioni e quindi anche il modo di pensare sono influenzati dal contesto culturale, sociale ed economico nel quale viviamo. Nel caso del vino sostenibile se i produttori non si avvicinano al mondo dei loro consumatori, rischiano di costruire una strategia di marketing inefficace o addirittura fuorviante. I risultati della ricerca hanno evidenziato dei punti in comune tra produttori e consumatori nelle tematiche riguardanti l’ambiente ma allo stesso tempo hanno rilevato la poca attitudine alla sensibilità sociale, al rispetto dei lavoratori e alla preoccupazione per il prezzo da parte dei produttori intervistati, su tematiche che invece coinvolgevano i consumatori intervistati.
L’ultimo caso di studio invece, risponde alla domanda di ricerca legata al ruolo delle emozioni e della loro influenza nelle decisioni d’acquisto. Per determinare le risposte emotive con maggior precisione, minimizzando l’influenza delle componenti irrazionali, sono state utilizzate le nuove tecniche di neuroscienza. In particolare, sono stati sottoposti all’esame di un gruppo ristretto di consumatori, quattro vini bianchi a denominazione d’origine di omologa annata e fascia di prezzo, tre dei quali erano prodotti nelle Marche e uno in Veneto. Il protocollo di ricerca è stato strutturato sulla base della tecnica dell’expectation test, che prevede tre fasi (blind, expected and labelled), dove nella prima fase i consumatori assaggiavano alla cieca uno alla volta i 4 vini, nella seconda prendevano visione delle etichette e nella terza riassaggiavano il vino avendo a fianco la bottiglia con l’etichetta. La rilevazione dei dati, che in questo caso corrispondevano agli stimoli emotivi, è avvenuta per ogni vino in ogni fase attraverso l’elettroencefalogramma. L’analisi delle risposte emotive ha mostrato le reazioni inconsce associate ai diversi vini a livello sensoriale e di pack. I risultati hanno fornito indicazioni utili a comprendere con più precisione quali sono i drivers che influenzano il processo di scelta, quindi di acquisto dei consumatori, al fine di identificare strategie di posizionamento e d’identificabilità del brand più efficaci.
Concludendo, i risultati delle ricerche offrono delle implicazioni utili per il mondo imprenditoriale e allo stesso modo, attraverso l’approccio multidisciplinare, forniscono un contributo di carattere originale alla ricerca applicata nel campo del marketing del vino.In recent years, profound structural changes are underway in the global wine context. Traditional producer and consumer countries in Europe such as Italy, France and Spain, have to inevitably compete with the markets of the New World. If on one side, this scenario implies a change in the competitive regime, on the other it provides the opportunity to intercept potential new consumers. This turnaround also involves consumers' habits: United States, for example, has become the main country in wine consumption with a positive growing trend, unlike France and Italy that are suffering a decrease in the domestic consumption. At regional level and in the Marches Region in particular, there is, therefore, an emerging need for fixing mid-long-term strategies able to approach the small companies to international consumers, without substantially changing their local nature.
The three case studies included in this thesis, provide new points of view to rethink the role of consumers in the Italian and Marches Region wine marketing strategies, answering the research questions dictated by the current international economic and social context that decisively affect the wine world.
The first research question, that this work tries to answer, concerns the most appropriate tools to communicate quality and identity of the wine in the globalized world. Sensory analysis provides a scientific base that can raise the effectiveness of consortium strategies.
In fact, the first case study, shows how the Istituto Marchigiano di Tutela Vini (IMT) and Vini Piceni consortium, use a scientific study in sensory analysis in order to be able to communicate clearly the distinctive characteristics of the designations of origin of wine. In addition, the shared sensory vocabulary rewritten in a more simple way, reduces problems connected to cultural and social misunderstanding.
The second research question concerns the information gap between producers and consumers. Can it be reduced through targeted research to understand the meaning attributed to different concepts and words? It often happens that, who produces and then communicates the wine is too distant from those who consume it. In the second case study, to identify the information asymmetry in the wine industry it was used the Social Representation Theory, a research method widely used in social psychology but little applied in the wine positioning strategy. This theory explains how cultural, social and economic context in which we live, can influence the actions and the way of thinking. In the case of sustainable wine, if the producers do not approach to their consumers, they risk to develop an ineffective marketing strategy or even misleading. The results of the research highlighted the similarities between producers and consumers on issues concerning the environment but at the same time showed a limited attitude of interviewed producers towards social sensitivity, respect for workers and the lack of concern for the price; issues that instead pertains to consumers who took part in the research.
Finally, the last case study answers the question of research related to the role of emotions and their influence in buying decisions. Neuroscience techniques were used to determine the emotional responses with greater precision and without influence of unconscious components. In particular, a small group of consumers evaluated four white wines homologous in price and vintage. The first three are designation of origin wines produced in the Marches Region, while the fourth is produced in the Veneto Region. The research protocol was structured on the basis of the expectation test technique, that involves three phases (“blind”, in which participants taste wine but do not know the provenance, “expected,” in which they express their expectations based only on reading the bottle label, and “labelled,” in which they taste the wine and can read the bottle label). In traditional expectation testing, data is gathered through questionnaires compiled by the consumers. Instead, our study took electroencephalogram measurements in order to identify and analyse their emotional responses. The results highlighted the variance of emotions during the three phases of the expectation test, and identified the strength and weakness of emotions evoked by the different wines. The case study provided useful information about decision-making process, and thus also the purchasing process, to define with greater precision the strategies of marketing positioning and brand awareness.
In conclusion, the results of this research offer new interesting implications for the entrepreneurial context, and in the same way, the multidisciplinary approach of this thesis, provides an original character contribution to applied research in the field of wine marketing
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No full text‘Angelys’ is a new brand of pear cultivar, produced and marketed under the trademark license model called “Club variety.” The main aim of this article was to evaluate factors triggering a potential interest in Italian large-scale retail regarding the marketing of ‘Angelys’ and how large-scale retailers would exploit it to enhance their market potential. An explorative analysis approach was applied via in-depth, semi-structured qualitative interviews with major Italian large-scale retail fruit purchase managers. The results show that although sensory properties, handling features, and Italian origin are highly appreciated by professional customers, the need to sell at a premium price might limit the interest of retailers for this new variety. Finally, implications and recommendations for academics and operators are discussed.</p
PROMOTING INTERDISCIPLINARITY AND SUSTAINABILITY SKILLS DEVELOPMENT IN FOOD-RELATED DEGREES: THE CASE OF THE UNIVERSITY OF PISA
No full textIn recent years, teaching sustainability at the University is becoming more and more relevant. Indeed, universities are increasingly willing to build relationships with local stakeholders and work in co-creation initiatives to achieve sustainable economic development at the local level. Service learning and challenge-based (CBL) learning are included among the above-mentioned pedagogies. CBL is a collaborative and hands-on approach through which students work with peers, teachers, and experts in their communities: by asking good questions, accepting and solving real-world challenges, acquiring deeper subject area knowledge and consequently proposing and taking action they develop skills and competences and can also share their experience with others.
This study presents the case of the University of Pisa, in the context of the NEMOS project, which applied a challenge-based learning (CBL) approach towards the achievement of a service learning perspective, in the Agricultural Sciences bachelor courses. Teachers invited experts from the agri-food sector in their classroom to present their challenges: students, divided into groups and guided by their teachers and senior students tutors, accepted their challenges and, through a series of learning tools retrieved from the participatory design fields, combined theoretical and practical knowledge to propose feasible solutions to their community stakeholders. The aim of this study is to assess the sustainability-related learning outcomes in terms of competencies and skills acquired by students with such an approach by submitting a survey to participant students and by organising focus groups with teachers, tutors and experts to assess the relevance of the applied approaches in terms of interdisciplinarity effectiveness. The research questions are: How and to what extent challenge-based learning promotes the acquisition of sustainability skills in students? What are the teachers, tutors and stakeholders’ perceptions about the effectiveness of such approaches in creating an interdisciplinary perspective on sustainability? Results will show the students, teachers, and stakeholders’ perspectives on CBL activities and how these can vehicle sustainability skills and knowledge and consequently concretely benefit the community
Evaluation of the impact of feeding supplement on sensory characteristics, preference and willingness to pay for value-enhancement of sheep cheese production in a mountain area
No full textThe study focuses on an action to improve the quantity and the quality of sheep cheese, to allow greater profitability of farming in the mountain areas in central Italy. We used food supplementation during the period between the pasture’s maximum flowering and maximum dryness. The sensory features of three different samples of cheese were studied, together with consumer preference. The studied cheeses represent the product derived from milk collected at the maximum flowering of the pasture (MXF), at the maximum dryness (CTR) and from sheep fed with a supplementation (EXP). First, the samples were studied from a sensory point of view using QDA to describe the main differences among products. Afterwards, we run a consumer study divided into two steps: a preference evaluation, and a willingness to pay measurement using both experimental auctions and a hypothetical choice experiment. Chemical analyses were also carried out to understand the changes in the nutritional composition. Product characterization showed a clear differentiation: the EXP cheese had a high level of odour and flavour of hay and a great cohesiveness; the MXF cheese showed a high level of odour and flavour of fresh grass with a high bitter intensity; the CTR cheese was characterized by a high level of stale and cheese crust attributes. The consumer test conducted on 95 consumers showed a higher preference for the EXP and MXF samples and a lower preference for CTR. The experimental auctions showed that for the MXF cheese 95% of consumers were willing to pay the current price of 13,90€/kg or more. The hypothetical choice experiment showed that 56% of consumers were willing to pay an average increase of the EXP cheese market price of 47%. Results suggest that the suggested intervention could improve cheese quality and there is room for valueenhancement of the improved products
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Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
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