The research hypothesis of this paper is that the business of the “traditional local products” is a valid strategic option for the development of agricultural enterprises, enterprises of agro-industry and entire territorial areas. The promotion of local products, however, requires an innovative marketing approach, combining the conceptual tools of marketing services, according to the approach of the Service Dominant Logic (Vargo and Lush, 2004 and 2008; Gronroos, 2011; Gronroos and Gummerus, 2014) with the experiential perspective (Schmitt, 1999; Pine and Gilmore, 1999). The study proposes a “experience logic” marketing approach, which focuses the marketing processes on the customer experience. The methodology followed is qualitative, based on the case study (Yin, 2003). This method is considered coherent with the exploration and interpretation purposes of the study that also intends to submit to a preliminary verification of the new conceptualization of marketing applied to products and experiential consumption. We have chosen to analyze the case Marini Azzolini Truffles Acqualagna (PU) because the company has a wide products portfolio which includes goods, services and experiences connected to the theme of truffles. The study shows that the company adopts a marketing approach according to a traditional perspective “good logic”, disregarding the value co-created by and with the customer in the places of truffle consumer experiences (restaurants and local area). In this way the firm does not grasp the opportunities for further exploiting dued to the assumption of a marketing approach based on “experience logic”. Despite the limitations of the research related to the use of a single case study, the paper proposes a new conceptual model (experience logic) to observe and interpret the food and wine business as well as the businesses involved in the new postmodern consumption processes, in which there is a demand for a strong experiential content, authenticity, and low standardization of the offer.
Il marketing dei prodotti tipici locali nella prospettiva esperienziale. Il caso del tartufo
Forlani, Fabio;
2015
Abstract
The research hypothesis of this paper is that the business of the “traditional local products” is a valid strategic option for the development of agricultural enterprises, enterprises of agro-industry and entire territorial areas. The promotion of local products, however, requires an innovative marketing approach, combining the conceptual tools of marketing services, according to the approach of the Service Dominant Logic (Vargo and Lush, 2004 and 2008; Gronroos, 2011; Gronroos and Gummerus, 2014) with the experiential perspective (Schmitt, 1999; Pine and Gilmore, 1999). The study proposes a “experience logic” marketing approach, which focuses the marketing processes on the customer experience. The methodology followed is qualitative, based on the case study (Yin, 2003). This method is considered coherent with the exploration and interpretation purposes of the study that also intends to submit to a preliminary verification of the new conceptualization of marketing applied to products and experiential consumption. We have chosen to analyze the case Marini Azzolini Truffles Acqualagna (PU) because the company has a wide products portfolio which includes goods, services and experiences connected to the theme of truffles. The study shows that the company adopts a marketing approach according to a traditional perspective “good logic”, disregarding the value co-created by and with the customer in the places of truffle consumer experiences (restaurants and local area). In this way the firm does not grasp the opportunities for further exploiting dued to the assumption of a marketing approach based on “experience logic”. Despite the limitations of the research related to the use of a single case study, the paper proposes a new conceptual model (experience logic) to observe and interpret the food and wine business as well as the businesses involved in the new postmodern consumption processes, in which there is a demand for a strong experiential content, authenticity, and low standardization of the offer.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
