Alma Mater Studiorum-University of Bologna Department of Agricultural Economics and Agricultural Engineering viale Giuseppe Fanin, 50 40127 Bologna (BO) Italy
MC holds the Laurea degree in Agricultural Sciences delivered by the Faculty of Agriculture, University of Bologna, Italy, in 1990, and got his Doctoral Degree in Appraisal and Land Economics from the University of Padua in 1996. He was enrolled as researcher at the Department of Agricultural Economics and Engineering (Alma Mater Studiorum University of Bologna) in April 1998, and from October 2005 he serves as Associate Professor.
Current research interests include agri-food marketing and marketing research, with specific topics regarding quality food specialties, organic food, e-commerce and wine business.
MC is a member of the International Association of Agricultural Economists IAAE, the European Association of Agricultural Economists EAAE, the European Society of Rural Sociology ESRS, the Italian Society of Agricultural Economics SIDEA, the Italian Society of Agri-food Economics SIEA.
Abstract: Due to increased purchasing power of certain consumer segments all over the world and the related growing demand for food specialties for differentiated goods in the international markets, agri-food trade and marketing is no longer focused on commodities only. Key concepts of 'Marketing', 'International Trade' and 'Quality' are taking the forefront in the scientific debate among agricultural economists dealing with agricultural and food products markets. The need for scientific knowledge about several aspects of marketing for quality food products is growing. The aim of this book is to link these key concepts together and consider connections, overlaps, contradictions and complementarities between them.
This book contains peer-reviewed articles covering a range of studies on international marketing and trade for quality food products and is edited with the support of the BEAN-QUORUM project, funded by the European Union's Asia Link Programme. The topics covered by the studies range from geographical indications to organic food; from fair trade to functional food; from knowledge about quality requirements to the impact of the quest for quality. The geographical scope of the studies is broad and the perspectives vary including the consumer, the producer and the supply chain side. The focal interest of the studies also range from competitiveness, to policy, to potential demand. The book is of interest to researchers and practitioners in international food networks of all types.
Abstract: Consumers' attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment's health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: This book contains a selection of the papers presented at the Joint Conference on Food, Agriculture, and the Environment, organized by the University of Minnesota and several universities in Italy, and held in Bologna, Italy, on June 12-14, 2000. The papers are grouped into four sections: a) food, nutrition, and quality, b) land and resource assessment, c) agriculture and rural development, and d) environment and markets. Readers will benefit from the analysis provided in the papers and will gain new insights concerning alternative approaches to dealing with important policy issues.
Abstract: The research field is marketing of quality food products for the introduction and promotion of innovative and differentiating products in distribution places far and culturally different by the country of origin/production. In an international trade context, environmental elements (e.g. the introduction of organic agriculture) and the role of the country of origin/production could influence the consumersâ perception of the distribution places. This study is aimed at deepening the knowledge about European consumer attitudes towards Thai organic rice and tapioca. In particular, the purpose was to explore relevant attributes for the quality product perception, motivations for purchasing, limiting factors, reasonable price brackets, trust elements. In this first phase of research, a qualitative approach was used. Four focus groups were administered (in Germany, in Greece, in Italy and in Scotland) by one or two investigators and the participants were recruited using a convenience sampling method (6-8 persons each). The discussions were recorded, transcribed and analysed through a qualitative approach. Finally, an exhaustive list of semantic categories was created, explained and supported by parts of the discussions. Participants still do not know much about these products, especially about tapioca. They tend to favour the productâÂÂs nutritional aspects, followed by its taste and smell, which in any case were not deemed satisfactory; however, they want also that a series of social and environmental benefits are satisfied. In general, Thai organic rice is perceived as a âÂÂdifferent typeâ of rice and tapioca as a âÂÂnew productâÂÂ. The most important critical issues affecting participantâÂÂs opinions include: the lack of trust in the certification process by foreign countries and the low attitude towards trying food novelties seemed due to a sense of loyalty to (or affection for) local food traditions. One of the most important trust elements is represented by the brand of the distributor, the producer and the EU and national certification bodies; in particular, participants associate some parameters of guarantee and safety to brandâÂÂs name. The information obtained could be useful in further exploring of this topic and it needs to be tested with a quantitative approach.
Abstract: Purpose - The paper concerns traceability as part of information management in the fruit supply chains of Emilia-Romagna, Italy. A review of the rules in use for traceability distinguishes between baseline traceability and traceability plus (T ), which encompasses many further embedded value attributes. Design/methodology/approach - Qualitative study involving in-depth interviews with key informants in the Italian fresh produce chain. Findings - Findings are discussed in terms of different themes including identification of three distinct types of supply chains and the impact upon them and categorisation of traceability systems across the different chains. Identified are the impact of information systems management; purchasing management; product management transaction costs; and co-ordination issues. Research limitations - The studyâÂÂs findings are based upon Italian fresh produce traceability context only. Practical implications - Elements of competitive strategy are considered in the analysis of fruit supply chains of Emilia-Romagna, to demonstrate that not only strategic but also operative choices determine the way a single firm or filiÃÅ¡re manages traceability and information issues. Applications of such elements to buyer and seller selection as well as to competing retailers of the fruit supply chain, verify the hypothesis. Originality/value of the paper - The paper adds to the body of knowledge surrounding prior studies on the development of traceability systems and develops further the analysis of legal and value-adding dimensions of traceability.
Abstract: This study assesses consumers' willingness to purchase genetically modified (GM) food products with two different types of benefits: an input (i.e., reduced pesticides) and an output trait benefit (i.e., nutritionally enhanced). Data were collected using a telephone survey of an Italian households sample. Discrete choice approach is used to elicit the purchase intentions of the respondents. Four separate probit models are estimated to examine the effect of various factors on choices. Results suggest that majority of Italians are not willing to buy GM food products even if they are nutritionally enhanced. However, more consumers are willing to buy a nutritionally enhanced plant based GM product than a traditional plant based GM (with input trait benefit). Willingness to buy for a nutritionally enhanced animal based GM product and for a traditional animal based GM product with input trait benefit are similar. Consumers unwilling to buy GM food would not buy it even if it is nutritionally enhanced and has lower price. However, there is a niche of consumers who are willing to buy nutritionally enhanced GM food products even at a premium. Knowledge of science and trust in scientists consistently affect Italian consumers' willingness to buy the GM products.
JEL classification: Q13, Q16, Q18, D12, M31
Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes in food networks. However, adoption of e-business in food networks is low as available e-business offers, as the communication of safeguards for trust and control as a basis for the transaction decision is not realized appropriately. This article analyzes decision preferences for trust generation as the basis for the design of e-business environments for food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks. [JEL classifications O140, O310, O320]. r 2008 Wiley Periodicals, Inc.
Abstract: Purpose â Food products' ultimate destination is intended for the general public, but those who supply the international markets are usually composed of a relatively small group of businessmen including international buyers, purchasing agents and importers. Understanding the motivation behind their purchasing decisions and the perceptions they have of the source countries can be considered a key factor in developing a successful marketing approach. This paper focuses on understanding the position of such a powerful minority towards imported Italian, high-quality agro-food products in China, as well as the current communication, marketing, strategic and organizational approaches of Italian producers, especially compared to other European competitors.
Design/methodology/approach â An exploratory approach based on qualitative interviews is adopted, with the aim of highlighting Chinese perceptions regarding Italian food suppliers' relevant strengths and weaknesses. The primary data were collected through personal interviews with 25 key informants in Shanghai, Beijing and Guangzhou.
Findings â Survey results indicated that while Italian products are appreciated, current market shares remain inferior to other countries due to inadequate marketing strategies and low investments in promotion. Price sensitivity of Chinese consumers, less-established distribution channels and competition with local products hindered further the market penetration.
Originality/value â At the best of our knowledge there is no prior research concerning the gatekeepers attitudes towards quality food in the Chinese market. The paper provides a useful insight into a topic that is relevant togathers of marketing intelligence and planners of marketing strategy for China's market access in the rapidly changing and highly competitive food trade environment.
Abstract: Lâanalisi del rapporto tra alimentazione e salute secondo le dimensioni innovazione, sicurezza e benessere viene svolta
considerando la prospettiva degli economisti agro-alimentari. Relazioni e significati sono affrontati definendo quindi
coerentemente il campo di osservazione e le scelte adottate. Lo strumento utilizzato per lâindagine è un originale analisi
quali-quantitativa dei contributi degli economisti italiani (pubblicazioni, convegni) inerenti allâambito di analisi. In
particolare si sono esaminati i contributi pubblicati in alcune delle principali riviste italiane del settore, i convegni organizzati
a livello nazionale ed europeo dalle principali società scientifiche. Si propone una classificazione coerente con
lâanalisi, temporalmente limitata agli ultimi 8 anni. Tale classificazione diviene il database strumentale allo studio. La
classificazione adottata per lâanalisi dei contributi di ricerca si è avvalsa di ricerche analoghe svolte in ambito internazionale.
Dalla lettura di tali studi è stato possibile elaborare e definire un modello di riferimento originale, funzionale
agli obiettivi della relazione. Dallâanalisi del database scaturiscono informazioni multiple relative: alla tipologia di indagini
svolte (case study, bibliografiche, settoriali, ecc.), ai filoni di ricerca maggiormente percorsi (ambito produttivo,
fase al dettaglio, fase al consumo, ecc.), alla tipologia di metodologie adottate (quantitative, qualitative, ecc.) e alla loro
classificazione, al destinatario della ricerca (ricerca pura, decisore pubblico, imprese, ecc.). I risultati sono espressi secondo
differenti approcci e strumenti considerando anche le possibili variabili esogene presenti nella realtà . Lâanalisi ha
permesso di individuare quali sono gli ambiti di ricerca che interessano il rapporto tra alimenti e salute nei quali sono
maggiormente coinvolti gli economisti agro-alimentari. Inoltre, è stato possibile descrivere quali, a nostro avviso, sono,
potrebbero o dovrebbero essere i gli sviluppo delle ricerche in materia evidenziando i limiti e le prospettive.
Abstract: Viticulture and oenology in Romagna can boast a distinctive cultural tradition: Romagna wine makers are recognised to be able to reach high standards, and wine produced in this area seems to fit the attributes identifying a âtypicalâ product connotation. This study considers the general potential for use of electronic commerce as a meaningful instrument for selling in global markets a product which is firmly linked to locality. Its specific objective is to evaluate the level of e-commerce readiness for Romagna wine producers via a questionnaire survey administered to the members of the protection consortium âEnte Tutela Vini di Romagnaâ. The main issues addressed in the analysis will be the role played by the attribute âarea of originâ on present marketing initiatives taken by the producers, and whether e-commerce can be considered a viable approach to improving the value of Romagna wines.
Abstract: The balsamic vinegar of Modena (BVM) is one of the most popular among the emerging Italian food products worldwide. This industry is characterised by a strong heterogeneity of the operators and by a relevant growth of sales and export. The paper first describes the main features of the market environment and the factors allowing all the BVM producers to gain a competitive advantage and their ability to compete. A perceptual competitiveness map of BVM industry describing the competitive environment and highlighting the competitive factors managed by the enterprises is drawn using discriminant analysis and cluster analysis is also applied to group the operators according to their position in the marketplace and competitive features. The study may be useful to identify new opportunities for company differentiation and potential market niches or market segment with a lower level of competition. The analysis highlights that there is a low level of differentiation amongst the competitive arena, and the opportunities for differentiation are linked to the following main drivers: an increased perceived level of quality, the introduction of a new innovative products, the management of price lever and the identification of new attractive markets.
Abstract: Income growth in highly industrialised countries has resulted in consumer choice of foodstuffs no longer being primarily influenced by basic factors such as price and organoleptic features. From this perspective, the present study sets out to evaluate how and to what extent consumer choice is influenced by the possible negative effects on health and environment caused by the consumption of fruit containing deposits of pesticides and chemical products. The study describes the results of a survey which explores and estimates consumer willingness to pay in two forms: a yearly contribution for the abolition of the use of pesticides on fruit, and a premium price for organically grown apples guaranteed by a certified label. The same questionnaire was administered to two samples. The first was a conventional face-to-face survey of customers of large retail outlets located around Bologna (Italy); the second was an Internet sample. The discrete choice data were analysed by means of probit and tobit models to estimate the utility consumers attribute to organically grown fruit and to a pesticide ban. The research also addresses questions of validity and representativeness as a fundamental problem in web-based surveys.
Abstract: Lâobiettivo del presente studio è stato esplorare la percezione dei benefici di tipo pubblico e privato relativamente alla frutta proveniente da coltivazioni biologiche
dei cittadini dellâarea urbana di Bologna e la conseguente disponibilità a pagare (DAP) sia per una tassa che prevedesse lâabolizione dellâuso dei fitofarmaci di sintesi, sia per un premium price per il prodotto biologico. Per raggiungere lâobiettivo è stata realizzata unâindagine a mezzo questionario condotta presso alcune insegne della grande distribuzione (GD) e via Internet. I risultati provenienti dalle stime econometriche evidenziano che i consumatori intervistati risultano sensibili alle problematiche esplorate nel presente lavoro e che la DAP è rilevabile in larga parte del campione. In particolare, si rileva però che il premio di prezzo che il consumatore è disposto a pagare è in molti casi inferiore al differenziale presente sul mercato, per cui si valuta che esista ancora un consistente potenziale di crescita del mercato in caso di riduzione di tale differenziale.
Notes: Relazione presentata al Congresso internazionale SIEA "Stato attuale e prospettive dei sistemi agro-alimentari nei paesi del bacino mediterraneo", Ancona, 28-30 giugno 2001
Notes: Proceedings of the 8th International Symposium on Pear, ISHS, Bologna-Ferrara. September 4-9, 2000. Edited by Corelli Grappadelli L., Janick J., Sansavini S., Tagliavini M., Sugar D., Webster A.D.
Abstract: Reports the first results of a study on how increased awareness of food safety can influence consumer behaviour regarding specific products. Looks into consumer attitudes towards organic apples by means of a survey conducted among customers of large retail outlets located in Emilia-Romagna (Italy). Analyses consumer attitudes toward organic food, studying the price/quantity/quality relationship for this type of product. Consumers were directly interviewed at retail outlets, A questionnaire consisting of the following four sections was used: fruit consumption; pesticide abatement; organic fruit and organic apple demand; and demographic profile of respondent. Presents the results of the preliminary test phase of the survey. The pre-test results are quite encouraging and enable us to start the final investigation round. The survey will continue in three rounds over a 12-month period, trying in this way to override the relatively high seasonality of apple consumption.
Abstract: Fresh fruit and vegetable is a dynamic and innovative industry evidencing relevant changes in the organization of interâÂÂfirm business relationships. In the supply chain based competition environment of todayâÂÂs world markets, relational approaches between the main actors of agribusiness marketing chains evolve. A decisive element for organisation of the local production and marketing system is that retailers transformed themselves from resellers of products to actors that play a critical role in product development, branding, supplier selection and distribution. The paper reports results from two case studies in Germany and Italy showing that the continuing concentration process on the distribution level as well as the management of the marketing chain exerted by the buying side interfere with the integrity of the regionally consolidated horticultural production and marketing system â characterised by close and frequent interactions between the horticulture business participants. Aim of the study is exploring the structure and coordination mechanisms of freshâÂÂvegetable chains in Europe on a regional level. A valueâÂÂchain approach was chosen to be the main analytical tool due to its effectiveness in explaining the distribution of tasks, risks, responsibilities and margins along the market chain. The analysis is complemented by a clusterâÂÂapproach technique to determine interdependent relationships between regional cooperation forces and the development of regional economies. The interviews of both case studies, Germany (19) and Italy (18) have been fully transcribed. The first case study was conducted in Germany, Palatinate, which is an important fresh vegetables production region. In the second case study, Italy (Emilia-Romagna and Veneto, which are important for fresh vegetables and fruit production), the existence of a fresh vegetable cluster was not that clear. EmiliaâÂÂRomagna is especially characterised by a high concentration of distribution and logistic operations related to produce coming from several areas in Italy and Europe. In the current phase of research, results of the study are still preliminary. The qualitative and timeâÂÂconsuming analysis of the interviews to extract central concepts is still in progress. In a further step, after single case analysis, a crossâÂÂcaseâÂÂanalysis of the concepts will be conducted to elaborate similarities and differences.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: This study is aimed at evaluating the ability of voluntary standards to satisfy the needs of large retailers towards their suppliers. Large retail companies operating in the Emilia-Romagna region were asked to participate in the survey. An analysis of the main requirements set by large retail chains to their suppliers, of the underlying needs these retailers want to satisfy, and of the role of standards and certification in the selection of suppliers process was performed. A perceptual map of different quality assurance schemes was also drawn. The results of the analysis suggest that, while the ability to apply the quality assurance methods is crucial, certification is generally not seen as a discriminant attribute for the supplier.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: Opportunities coming from electronic commerce provide interesting support options for the agrifood sector. However, due to the product specific information asymmetry in the agrifood sector, the anonymity of the medium creates a lack of trust increasing transaction costs to engage in e-commerce. This paper develops a trust model for electronic commerce in the agrifood industry allowing for the analysis of trust determinants in traditional agrifood transaction relationships and their transfer to appropriate trust determinants in the e-commerce environment. First experimental results validating the suitability of the model to derive appropriate electronic trust generating elements for a given agrifood transaction environment are presented.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Notes: [RELAZIONE] Poster paper, also available at http://www.uni-goettingen.de/de/kat/download/911ba78f6964a588b4af5dc04bf22b84.pdf/PosterPaper_M.Fritz.pdf
Abstract: A tree-shaped typology of trust elements for B2B trade among European SMEs in the food sector is presented. It is a basis for EU project "e-Trust" (www.etrustproject.eu) that has the objective of facilitating the adoption of e-trade in the food sector. The typology is based on three sources: theory of national cultures, literature review about trust research in the agro food sector, and dedicated interviews of agro food buyers in five EU countries. The typology is generic, but with a view to adapting it to B2B e-business. It can be used as a checklist by any company that is interested in improving its relationships with suppliers or buyers. It enables a structured analysis of stronger and weaker points.
Abstract: Concerns about trust put barriers in the development of electronic relationships particularly, in the agri-food industry where trust is not mediated appropriately often due to difficulties to examine food quality, since no examination is possible in some e-commerce environments. This paper aims to present the initial stages of the project ââ¬ÃÂe-trustââˆwhich was established with the purpose of exploring the issue of trust and its role in the uptake of e-commerce technologies by SMEâ≢s in the agri-food sector. In this paper, the trust typology which forms the first step of the project is presented and analyzed. The typology was developed based on the review of the literature and was then tested by the means of interviews with a number of companies. In addition, the paper explores electronic initiatives of trust related to the proposed typology and finally, reports on the activities that will be carried out as well as expected results.
Abstract: Kamut® is a registered trademark cereal (an organic crop) whose origins are much older; it has Egyptian origins and at the present time it is grown in different areas of the world
(mainly in Montana and Canada), but considering the agronomic requirements of this crop, the tests in Thailand are the most reliable. Evaluation of the interest of retail distribution
chains for Kamut-based products belongs to the researches regarding the evaluation of the quality food products trade. In this case, countries involved are Thailand, one of the most important producers, and Italy, one of the most important market of the EU. Qualitative analysis technique was the most appropriate tool. This survey consisted of in-depth semistructured interviews directed at Italian large scale retails (purchasing and marketing managers). The final information were obtained through a subjective analysis of the content of the interviewsâ summaries, a statistical analysis of the content of the interviews and the creation of conceptual positioning maps. The awareness of the product, the communicative factor, the consumersâ reactions, the specific requirements of the distribution chains and production areas are some of the most important elements that can influence the creation and the development of a international trade relationship.
Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. In addition, trust generation is highly subjective and influenced by the cultural background of a person. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.
Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes and flexible supply chain management in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for supply chain management in food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.
Notes: [RELAZIONE] Lecture Notes in Informatics (LNI) - Proceedings Series of the Gesellschaft für Informatik (GI) ISSN 1617-5468(c) Gesellschaft für Informatik, Bonn 2006 printed by K?n Druck Verlag GmbH, Bonn
Abstract: E-commerce and its potentials for efficiency in transactions offers important potentials for the competitiveness of food chains. However, existing e-commerce solutions lack trust generating elements to make ecommerce transactions trustworthy for food companies. To be able to exploit the potentials of e-commerce for efficiency and competitiveness in food chains, trust generation in electronic transaction environments is essential. This papers develops trust elements for electronic transactions in food chains. First, the hierarchy of trust elements based on expert judgments operating in agri-food chains was explored. Three categories of trust factors were elaborated, namely: ?share of significances and motivations?, ?reliability and reputation?, and ?integration availability and non-opportunistic behaviour?. Furthermore, within the above mentioned categories, six trust specific factors were identified. The Analytic Hierarchy Process technique was adopted to investigate and evaluate the relevance of the considered components. In this way it was possible to define a priority between the identified elements on their capacity to stimulate trust in B2B relations in a specific context. The hierarchical model defined in this way seems capable to assign a priority order to the elements inspire trust during e-trade relationship in the agrifood chains. Further investigations are needed to test the validity of the construct into a real business environment.
Abstract: This paper discusses traceability as part of information management in fruit supply chains of Emilia-Romagna, Italy. A review of the rules in use for traceability distinguishes between a proper traceability and a traceability plus (T ), embedded of many value attributes. Elements of competitive strategy, considered in the analysis of fruit supply chins of Emilia-Romagna, try to demonstrate that not only strategic but also operative choices determine the way a single firm or filiere manages traceability and information issues. Applications of such elements to buyers and sellers selection as well as to competing retailers of fruit supply chain, verify the hypothesis.
Abstract: Trust is recognised as an important component for Business-to-Business (B2B) e-commerce success and consolidation among the agribusiness operators, but few studies link trust and e-commerce in agri-food markets. The implementation of trust into technical and organisational solutions is a prerequisite for using the Information and Communication Technology (ICT) potential in the agribusiness network. This paper is aimed at identifying trust-building factors, or trust drivers, in agri-food business relationships, in order to transfer them into computer-mediated business relationships (CMBR). First, the literature on trust both in the general agri-food environment and in e-commerce situation is considered. Then, linkages between these two items were explored through focus group (FG) interviewing. The FG, was held in Italy in April 2004, and involved a group of experts of several industries and levels within the agri-food chains and ICT experts. A content analysis of the meeting verbatim and further elaboration with multidimensional scaling techniques allows for drawing a perceptual map of the dimensions of the logical construct of trust in agri-food e-commerce. Finally, these results are the basis for the elaboration of a first hierarchy of factors, used within an Analytic Hierarchy Process (AHP) framework. The aim of this procedure was to assess the importance of the factors and to evaluate several alternative tools for CMBR, entailing different trust-building characteristics. Preliminary outcomes are consistent with the literature on trust, even if the trust logical framework is affected by the specific context. The main trust dimensions for CMBR in agribusiness are reputation, nonopportunistic behaviour, and integrity according to shared values. The context may influence both the type of factors associated to the relevant dimensions, as well as their relative importance in relationship with the primary goal of building trust, so that in different scenarios both factors importance and hierarchies may be different.
Abstract: This paper explores the feasibility of developing organic livestock farming in the pastoral area of Xinjiang, in order to address the problems of grassland degradation and to promote the sustainable development of the grazing livestock sector. Research shows that organic grazing farming may reduce the stocking rate of grassland and relieve the strained relationship between animal and grassland, as well between man and nature. As a result, the value of multifunctional grazing systems may be more widely recognized. As well as including production and economic objectives, cultural, social and environmental implications will also be taken into account. Additionally, herders may also have an improved source of income to poor rural people. The potential markets for organic products are very big and the traditional ruminant livestock husbandry systems in Xinjiang are very close to organic livestock farming. It is considered necessary to change from a production-oriented approach to farming system research to a wider consideration of the systems and policies needed to support the development of organic grazing livestock alongside consideration of how to fund the relevant research and training and establish the systems of quality guarantee associated with organic production.
Notes: The authors acknowledge the support of the BEAN-QUORUM project (Building a Euro-Asian Network for Quality, Organic, and Unique food Marketing, TH/Asia-link/006), managed by Maurizio Canavari. We would like to express our deepest thanks to Grant Davidson (of the Macaulay Institute) for offering so many valuable suggestions. And a massive thanks to the library staff in the Macaulay Institute. Owing to their high professional ability we were able to get very useful material from so many different libraries.
Abstract: The paper discusses the European organic agricultural sector from a socio-economical point of view and from a EU perspective. In the 1990s organic agriculture has known a strong development and today it is considered as a stable sector and with a certain economic importance inside agricultural sector. If originally organic food was the result of an ideological choice and was set inside the alternative culture in opposition to current models of economic development and social organisation, today it has the feature of an entrepreneurial phenomenon, belonging to a life style and to a finally acknowledged cultural model which is able to attract human and financial resources on its own, to produce profit and to satisfy a steadily increasing market. A description of the data obtained by the main available sources on organic food markets in Europe is provided, trying to analyse the present scenario for organic agriculture with the lenses of the 4Ps marketing management paradigm. The analysis may be useful to shed light on the several facets of the organic sector in Europe, and as a basis for further studies on the topic.
Abstract: Chinaâs economy has grown at an impressive rate after the integration into the global trading system (WTO) in 2001, a major turning point in the Chinese economic history. The opening policy has increased business opportunities for both local and foreign operators; however, in spite of the great appeal of such cooperation, many obstacles yet exist: language, culture, education, business practices, and industrial development. Food products supply and access to the market are mastered by a relatively small group of businessmen: international buyers, purchasing agents, retailers and representatives of large-scale distribution chains. The perception they have of a potential source country is a key factor for a successful market approach. The present study aims at understanding the attitudes of distribution practitioners in the Chinese market towards imported Italian quality wine, as well as the current communication, marketing, strategic and organizational advantages or deficiencies of Italian producers, compared to other European counterparts. The primary data were collected through personal interviews with key informants in Shanghai, Beijing and Guangzhou. Such information has been completed with an analysis of the existing literature, meetings with sector operators as well as with talks and presentations of experts attending the âInternational Workshop on Chinese Wine Marketâ, held in Beijing on August 8-10, 2007. The interviews have been administered as conversation-like dialogues, on the base of a semi-structured interview outline, providing also the framework for a qualitative content analysis. This paper is aimed at giving an insight on import and distribution of Italian wine in China, highlighting both positive and negative feedbacks on the effectiveness of marketing strategies of Italian wine trading companies.
Abstract: China is the most important pear producing country in the world, and one of the most important as far as it concerns apples. Nevertheless, its international role is not so relevant: traded volume in relation to production is relatively small yet growing fast. Xinjiang is a large and mainly deserted region in northwest China that covers one-sixth of Chinaâs land. However, thanks to abundant water resources, good lighting conditions and altitude, this area represents an ideal setting for pomefruit production, and has in fact a very long tradition. Unfortunately, due to a disadvantaged location and a poor economy this province do not attract enough capitals, passing unnoticed despite of its valuable resources. Economic analysis are therefore necessary to assess to which extent this market turns out to be approachable. The aim of this paper is to describe in detail the situation of the fruit growing industry in Xinjiang, as far as it concerns two important pomefruit varieties: Xiang Li pear, a local and very appreciated variety, and Fuji apple. After locating the most vocated producing areas for both species and identifying the productive standards, we then proceed on counting up the production costs, using a well-established methodology adapted to the particular situation. The target of the analysis are small and mid-size farms, since they represent the vast majority of the orchards of the area. The costs aggregates are: base orchard management cost (BOMC), farm full cost (FFC) and total production cost (TPC). These aggregates group together costs related to similar productive factors. The picture of the situation outlined by this survey is that of a marginal area, where however fruit growing, compared to other agricultural activities, grants a good income. It also emerges that fruit growers in Xinjiang (and in China), are hardly coming out of a situation of general backwardness, striving to adapt to a larger business mainly through exportation to other provinces. Farms are however mainly familiar and small, and only a few big local enterprises seem to possess the right requirements to give local production the right impetus to reach successfully outside markets.
