Written Paper

Olive oil marketing on non-traditional markets: prospects and strategies  [2006]

Mili, S.(Instituto de Economía y Geografía, Madrid (Spain))

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This paper explores current and expected trends for olive oil marketing on non-traditional markets. Quantitative indicators and qualitative interpretations are presented in order to assess olive oil demand enhancement possibilities on these markets. The research theme is developed around two analytical axes: 1) the rationales behind the need to foster olive oil international expansion outside producing markets, 2) the modes of market access and marketing strategies to gain new markets and to achieve sustained competitive advantages.