Marketing channels, quality hallmarks and the theory of conventions
2017
Marescotti, Andrea
The aim of the paper is to analyse the evolution of coordination mechanisms among actors within marketing channelslinked to a typical agro-food product on the basis of the conceptual framework given by the economic theory ofconventions.The case study regards Chianina beef, with particular reference to the zone of origin of this "focal breed" (province ofArezzo, Tuscany, Italy).After having reviewed the essential points of the economic theory of conventions and its principal applications toquality in agro-food system, the focus of the paper has been centred on the main changes regarding the systems ofproduction, marketing and consumption of Chianina beef in order to underline the evolutions in the operative qualityconventions.Particular attention has been paid to the different quality hallmarks present on the product on the final market : qualityhallmarks have been interpreted as "conventional supports", expression of the will to enforce and make more visiblethe active quality conventions.
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