The objective of the paper is to analyse the impact that territorial marketing strategies adopted by companies can have on local development. To this end, two case studies of companies have been selected, due to their strong ties with the territory. In fact, products and services offered to their target customers are intrinsically linked to both the culture and the morphological characteristics of the place where they are located, which cannot be reproduced elsewhere. More in detail, both cases are multigeneration family-run farms specialising in the production of organic pasta (company A) and wine (company B) respectively.
Territorial Marketing as a Local Development Strategy: Two Case Studies From an Italian Region
Alessio Travasi
;Fabio Musso
2023
Abstract
The objective of the paper is to analyse the impact that territorial marketing strategies adopted by companies can have on local development. To this end, two case studies of companies have been selected, due to their strong ties with the territory. In fact, products and services offered to their target customers are intrinsically linked to both the culture and the morphological characteristics of the place where they are located, which cannot be reproduced elsewhere. More in detail, both cases are multigeneration family-run farms specialising in the production of organic pasta (company A) and wine (company B) respectively.File in questo prodotto:
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