International marketing and trade of quality food products edited by ageningen Academic P u b l i s h e r s Maurizio Canavari Nicola Cantore Alessandra Castellini Erika Pignatti Roberta Spadoni International marketing and trade of quality food products International marketing and trade of quality food products edited by: Maurizio Canavari Nicola Cantore Alessandra Castellini Erika Pignatti Roberta Spadoni Wageningen Academic P u b l i s h e r s ISBN: 978-90-8686-089-0 e-ISBN: 978-90-8686-661-8 DOI: 10.3920/978-90-8686-661-8 First published, 2009 © Wageningen Academic Publishers The Netherlands, 2009 All rights reserved Nothing from this publication may be reproduced, stored in a computerised system or published in any form or in any manner, including electronic, mechanical, reprographic or photographic, without prior written permission from the publisher, Wageningen Academic Publishers, P.O Box 220, NL-6700 AE Wageningen, The Netherlands www.WageningenAcademic.com The individual contributions in this publication and any liabilities arising from them remain the responsibility of the authors The publisher is not responsible for possible damages, which could be a result of content derived from this publication Table of contents Editorial 11 Part Food quality and trade Exports of Italian high quality wine: new empirical evidence from a gravity-type model A Seccia, D Carlucci and F.G Santeramo 15 Evolution of trade flows for sheep milk cheese: an empirical model for Greece G Vlontzos and M.N Duquenne 31 Effectiveness of Appellations of Origin on international wine market G Malorgio, L Camanzi and C Grazia 43 International marketing and trade of protected designation of origin products C Mora and D Menozzi 61 Food safety in international trade: the Spanish experience in Mediterranean products J Briz, M Garcia and I de Felipe 83 Competitiveness of Turkey in organic exports to the European Union market R Funda Barbaros, Aykut Lenger, Sedef Akgüngör, and Osman Aydoğuş 97 Impact of export control policy measures in an attempt to mitigate Argentina’s inflation P Rossi, M Kagatsume and M Prosperi 115 Part Food quality, supply networks and competition Exploring hybridity in food supply chains B Slee and J Kirwan 131 Competitive positioning and value chain configuration in international markets for traditional food specialties O.J Borch and I.H.E Roaldsen 151 Marketing elements for launching a new functional food product: a case of Indonesian market J Puspa and R Kühl 167 Quality management in Polish dairy cooperatives J.H Hanf and A Pieniadz The roles of geographical indications in the internationalisation process of agri-food products G Belletti, T Burgassi, E Manco, A Marescotti, A Pacciani and S Scaramuzzi International marketing and trade of quality food products 185 201 Value propositions and Fair Trade supply chain organisation and performance: the case of Italian Alternative Trade Organisations (ATOs) C Zanasi and L Paluan 223 The structural evolution of organic farms in the USA: the international market effect S Grow and C Greene 239 The quality and training needs of Moroccan agri-food enterprises M Ismaili, M Raggi and D Viaggi 251 Part Food quality and consumers Determinants of consumer preferences for regional food products M Henseleit, S Kubitzki and R Teuber The influence of label on wine consumption: its effects on young consumers’ perception of authenticity and purchasing behaviour R Lunardo 263 279 Willingness to pay for organic food in Argentina: evidence from a consumer survey E Rodríguez, V Lacaze and B Lupín 297 Direct marketing to tourist hotels: a study on horticultural market in Fiji C Salvioni 315 Acknowledgements 329 About the authors 333 Keyword index 339 8 International marketing and trade of quality food products Keyword index A acceptance adaptations advantage –– comparative –– competitive –– revealed comparative advertising affective factors agro-food system AIDA model appropriationism a priori segmentation asymmetric information authenticity awareness B bar coding system benchmarking biodiversity bottlenecks brand –– collective –– private –– protection –– reputation (non-)branded products branding strategies British Retail Consortium C case study certification club good cluster analysis clustering code of practice collective –– marketing –– marks –– organisations –– quality strategy –– reputation co-marketing communication competitive –– disadvantage 182 155-157, 162, 164 63 94, 151 16, 89, 192, 245 101, 104, 110 64 272 133 177 135 172 47 281, 284, 285, 290, 292, 293 236 89 92, 93 64 317 46, 50, 53, 55, 57, 69, 192 63 50 43 215 77, 185, 189 63 186, 194 155 90, 91, 136, 224, 240, 245, 247, 320, 327 204 175, 180 171 203, 207, 214 203 55 205, 221 195, 197 47 72 168, 170, 175, 182 International marketing and trade of quality food products 191 339 –– positioning –– strategy competitiveness –– effect –– indices concentration conjoint analysis Constant Market Share consumer –– behaviour –– ethnocentrism –– price index consumers’ –– acceptance –– perceptions contract farming convenience foods conventionalisation cooperative –– relations –– strategies coordination –– vertical cost-leadership strategy costs country of origin –– effect credence –– attributes –– goods cross price elasticity cultural –– distance –– factors culture customary name customer –– satisfaction Customer Relationship Management customs –– barriers D demand analysis dichotomous choice differentiated marketing strategy differentiation –– strategies direct marketing distribution channels 340 152 152 101, 111, 252 101 98 91 50 101, 104, 110 48 267 115, 118 167 32 322 78 140 73, 80, 90, 206, 231, 232, 263 151 152 164 136, 188, 189, 227, 231, 236 192 138 64, 68, 267 63, 64 186, 193 224 102 38, 39 36 151 45 165 234 86 27, 28 48 303 40 218 152 240, 326, 327 62 International marketing and trade of quality food products Doha –– Development Agenda –– Round domestic –– supply –– traders dynamic relations E economies of scale economies of scope elasticity –– cross price –– income –– own price –– own price of demand –– price endogenous development model ethnicity EU –– market –– trading block EUREP-GAP EU-US Wine Agreement excess in demand export –– cartels –– control policy –– flows extrinsic cues 28 31 316 318 144 192 192 23, 110 103, 107, 108 97, 103, 108 103, 108 123 97 137 326, 327 39 38 320 52 27 115 116 31 48 F factor analysis 175 Fair Trade 223 farmers’ markets 131 fast-food chains 224 fast moving consumer goods (FMCG) 187, 192 feta cheese 31 fixed effects 21, 26 FMCG – See: fast moving consumer goods food chains –– alternative 131 –– alternative short 137 –– conventional 131 food imports 316 food safety 48, 86, 88, 92, 185, 186, 264, 297, 316 food scares 146, 185 food security 86 functional food 168, 174 International marketing and trade of quality food products 341 G generic name geographical indication –– protection geographical origin globalisation government –– intervention –– restrictions gravity model 31, 44, 45, 65 31, 43, 45, 46, 52, 57, 58, 62-66, 80, 201, 202, 207, 210-212, 214, 219, 327 44, 65 47 134, 186, 202 H halo country effect health –– claims –– risks healthy diet Heckscher-Ohlin models hedonic model hormone content horticultural –– chain –– producers human resource –– development human resources hybridity hybrids I imitation immaterial quality immigrant communities impact multiplier import barriers imported products importers Increasing Returns to Scale models industrialised global food networks inelastic demand inflation information asymmetry Integrated Pest Management integration –– horizontal –– vertical Intellectual Property Rights interdependencies international 342 126 124 16, 18-20, 27, 31, 32, 35, 39 203, 204, 215, 219 264, 268 167, 168 300 171, 174 19 49 310, 311 317 318 258 87, 191, 192, 196, 226, 252, 254 132, 140, 142-144 185 32, 45, 63, 66, 204, 205, 208, 220 157 34 123 63 319, 323 318 19 131 134 116 192, 226 320, 325 75 69, 74, 75, 90, 227, 233 57 154 International marketing and trade of quality food products –– food standard –– marks –– trade –– trade liberalisation –– trading performance involvement ISO standards K Key Performance Indicators knowledge 186, 194 55 17 16 32 178 186, 193 93 252 L label 280, 303, 307 –– private 68, 69, 75 labelling 43, 64 liberalisation 126, 127 lifestyle 135, 136, 143, 182 Linear Approximation/Almost Ideal Demand System model 103, 108 livelihood 145 local food 268, 271, 277, 317 –– initiatives 142 long-run multiplier 123 M marginal effects market –– industrialisation –– local –– share –– strategies market-access conditions marketing mix Marrakech ministerial meeting Mediterranean diet merit goods modernisation model monopolistic competition monthly cycle analysis 325 134 322 28, 32, 142 48 46 62, 80 27 35 224 137 57 117 N national food control systems 88 neo-endogenous development 138 Nerlove’s partial adjustment-adaptive expectations framework 117 netchain 154 network 132, 153, 187, 252, 258 –– analysis 144 niche 80, 134, 138, 142, 242, 303 Non Tariff Barriers 85 normative factors 272 International marketing and trade of quality food products 343 nutrition nutritional properties O one-stop-shop opportunistic behaviour organic –– agriculture –– ethics –– farming –– foods –– food standards –– producers –– products –– regulations –– standards originality P panel data partial equilibrium model partnership –– horizontal –– operational perceived authenticity performance measures perishability pesticide –– content physical quality positioning price –– positioning –– premium Producer Price Index product –– differentiation strategy –– management –– mix –– shortage projection dimensions psychographic indicators purchase –– behaviour –– intention purchasing capacity 174, 268 186 141 226 131 140 139 71 136 63 97, 142 297 240 289 19 116 69 187, 197 280 93 88 268, 307 310, 311 157, 164 79 63 43, 71, 191, 239, 303, 311, 323 118 170, 192 71 75 307 289 264, 268 280 286, 290-293 25 Q quality –– assurance systems –– attributes –– cue –– labels –– management –– sign –– signals –– standards quotas 191 47 267 203 190, 194, 195 47 187, 193 151 85 R random utility model 323 regional food 263, 268 Regional Trade Agreements 36 region of origin 46, 267, 277 –– effect 263 relationship –– business to business 154 –– control-based 194, 195 –– customers 227, 233 –– imbalanced 154 –– retailer-supplier 91 –– trust-based 194, 195 reputation 49, 192, 203, 206, 211, 214, 216, 219, 220 retailers –– large scale 70, 80, 137 –– small independent, food 141 Ricardian models 19 rivalry 152 rural –– development 131, 137, 145 –– restructuring 131 S sanitary or phytosanitary measures seasonal variations segmentation self sufficiency semi-generic names shipping costs shopping choices social welfare speciality products standardisation stationarity strategic partnering structural effect 88 120 43, 168, 170, 171, 180-182 135 46, 52 26 307 46 134 79 119 187 101 International marketing and trade of quality food products 345 substitutionism supermarkets supply chains –– alternative short 135 66, 71, 141, 142, 224 131 T target group 172 tariffs 85 taste 48 terroir 43, 201 third party control 203 tourism 316 –– development 316 –– multiplier effect 327 –– operators 318 traceability 64, 85, 89, 92, 94 tradable descriptor 136 trade –– barriers 32 –– flows 16, 25, 28, 35, 36, 98 –– matrix 37 –– restriction 115 trademark 53, 55, 66 –– collective 217 Trade Related Intellectual Property – See: TRIPS traditional herb based medicines 167 training 252, 255 –– programs 257 transaction cost 72, 126, 136, 227, 230 –– analysis 136 transparency 86 transportation costs 26 trend 119 TRIPS –– agreement 45, 57 –– framework 44 trust 164, 185, 188, 191, 194 U uniqueness Uruguay Round V value –– chain –– network –– shop visitor expenditure voluntary environmental standards 346 281, 282, 289-291 26, 28 140 153, 157, 162, 164 153, 164 153 318 193 International marketing and trade of quality food products W wide-ranging offer willingness to pay wine consumption World Health Organization World Trade Organization –– agreements –– negotiations 141 48, 49, 305, 309, 310 15 87 87 26, 28 83 International marketing and trade of quality food products 347 .. .International marketing and trade of quality food products International marketing and trade of quality food products edited by: Maurizio Canavari Nicola Cantore Alessandra Castellini... Korea, and Thailand): group of countries nowadays involved in similar processes of industrialisation and westernisation 20 International marketing and trade of quality food products Exports of. .. However, food quality issues regarding differentiated and value-enhanced goods and related marketing problems are gaining the attention of food economists Marketing and trade in quality food products