Taking the new consumer requirements for products linked to regional identi-ty and cultural heritage into consideration, today’s transnational companies have modified their strategies. By using a regional or geographic indication, it is possible to exploit existing associations that consumers have with a region or particular place and provide products that have a specific image. The pur-pose of this case study is to illustrate this new orientation of transnational companies’ towards a rediscovery and evaluation of terroir. To pursuethis goal we chose to use the case study methodology, based on the analysis of the Ital-ian food company Barilla. The study underlines the decision of this transna-tional company to offer a line of products closely linked to their geographical origin. Furthermore, it analyses how this territorial links are able to communi-cate and transmit cultural and traditional roots.
Dessi S., C.F. (2013). The new territorial orientation of a transnational company: Italian pasta. TRANSNATIONAL MARKETING JOURNAL (ONLINE), 1(1), 75-92.
The new territorial orientation of a transnational company: Italian pasta
Caboni F.;
2013
Abstract
Taking the new consumer requirements for products linked to regional identi-ty and cultural heritage into consideration, today’s transnational companies have modified their strategies. By using a regional or geographic indication, it is possible to exploit existing associations that consumers have with a region or particular place and provide products that have a specific image. The pur-pose of this case study is to illustrate this new orientation of transnational companies’ towards a rediscovery and evaluation of terroir. To pursuethis goal we chose to use the case study methodology, based on the analysis of the Ital-ian food company Barilla. The study underlines the decision of this transna-tional company to offer a line of products closely linked to their geographical origin. Furthermore, it analyses how this territorial links are able to communi-cate and transmit cultural and traditional roots.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.