CRIS Current Research Information System
IRIS è la soluzione IT che facilita la raccolta e la gestione dei dati relativi alle attività e ai prodotti della ricerca. Fornisce a ricercatori, amministratori e valutatori gli strumenti per monitorare i risultati della ricerca, aumentarne la visibilità e allocare in modo efficace le risorse disponibili.
English‘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.
| Titolo: | Fruit Branding: Exploring Factors Affecting Adoption of the New Pear Cultivar ‘Angelys’ in Italian Large Retail | |
| Autore/i: | ASIOLI, DANIELE; CANAVARI, MAURIZIO; Malaguti Luca; Mignani Chiara | |
| Autore/i Unibo: | ||
| Anno: | 2016 | |
| Rivista: | ||
| Digital Object Identifier (DOI): | http://dx.doi.org/10.1080/15538362.2015.1108894 | |
| Abstract: | ‘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. | |
| Data stato definitivo: | 2018-01-17T00:36:40Z | |
| Appare nelle tipologie: | 1.01 Articolo in rivista |
File in questo prodotto:
http://hdl.handle.net/11585/516490
Copyright © 2022