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- W236682013 abstract "In this paper we analyse two different marketing networks developed by farmers in marginal rural areas to add and retain value to produce. In order to better understand whether differentiation could be a real option for marginal areas, the paper deals with the development and the performance of product networks created around local products. The analysis is based on two case studies in Tuscany. The first case study concerns the evolution of the marketing network around the raw milk sheep system of production of the Pistoia Mountains. The second case study illustrates the marketing strategies recently developed by a well established co-operative of beef producers in the Mugello area. In this case, the differentiation concerns organic beef marketed nationally by a big retailer. The comparison of the two cases shows that successful differentiation is linked to capacity to keep control of the chain through appropriate network-building activities." @default.
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- W236682013 date "2008-01-01" @default.
- W236682013 modified "2023-09-23" @default.
- W236682013 title "Differentiation strategies and marketing networks: evidence from breeders in two marginal areas of Tuscany." @default.
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