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In Europe fresh-cut fruit and vegetables, is one of the major growing segments in agro-food sector. Current literature reports a limited number of studies about consumers’ preferences towards these products. In particular, it lacks of studies focussed on fresh-cut salads and based on market data. In this paper, a study on consumer preferences towards the main attributes of Italian fresh-cut salads is proposed. More specifically the investigation is focussed on attributes assessable by consumers before purchase such as assortment, tenderness, product preparation and vegetable variety together with brand, size and type of packaging, presence of organic certification, promotion and product price. The purpose of this paper is to evaluate how much Italian consumers pay for those attributes with the aim to understand how much profitable could be different strategies in the sector.

The analysis is based on IRI-Infoscan scanner data, consisting of 881 fresh-cut products. The impact of each attributes on pricing is measured by means of a hedonic price model.

Main results show that, in Italy, fresh-cut salad price is greatly affected by tenderness, product preparation, assortment, brand, presence of organic certification, packaging attributes and vegetable variety.

Findings offer to producers the possibility to set up products by composing the mix of attributes that gives back the highest price. In addition, they provide some insights to define manufacturer’s strategies.

This paper represents a novelty in economic literature because it can be considered an example of consumer preferences analysis towards the different attributes of fresh-cut vegetables based on real market data.

Technological regimes define the environment in which innovative and learning activities take place in each sector of the economy. In this paper, the authors argue that technological regimes must be interpreted and elaborated by each organisation operating within a sector in order to be implemented rationally, which leads us to the concept of perceived technological regimes.

The authors tested the relevance of firms' perceptions of different technological regimes on a sample of wine companies in Italy. The authors run a questionnaire survey and obtained 334 clean responses. Data drawn from questionnaires were analysed via econometric analysis.

The authors present empirical evidence that this perception tends to vary across different wine technologies. Additionally, the authors find evidence that firms' technology adoption, absorptive capacity and external knowledge sourcing have a strong impact on their perceptions of the relevance of a given wine-making technology.

While individual technological regimes are characterised by systematic differences in the distribution of heterogeneous firm types, previous empirical studies have not explored whether the technological environment defining a given industry is differently interpreted and elaborated by each firm operating in it.

Geographical indications (GIs) provide a strong differentiation tool for firms. Whether this statement is confirmed at aggregate level in terms of market independence of different GIs is not tested yet. The purpose of this paper is to provide demand estimates and elasticities (own‐price and substitution) in order to test this hypothesis and verify the differentiation effect of GIs at aggregate level.

The analysis consists of the application of a quadratic almost ideal demand on a four equation system. Estimates are obtained through an iterated version of a generalized method of moments, which corrects for endogeneity determined by expenditure and prices in case of promotional activities.

Estimates prove the existence of a differentiation effect of GIs in terms of magnitude of elasticities and substitution effects. GIs corresponding to higher quality generate lower price sensitiveness and product substitution, contrarily to wine without GI. Controlled origin denomination (DOC) wine demand results are price sensitive and they substitute for wines of different GI. Controlled and guaranteed origin denomination (DOCG) is the most profitable GI. In fact, because of its inelastic demand, DOCG price could be potentially increased, to a certain extent, without having significant effects on volumes consumed.

Foreign wine should also be included in the demand system in order to understand the whole Italian wine market. Data concern retail level demand. The whole market, including hotels, restaurants and catering, should be included to offer a wider set of implications.

Marketers and producers could use the information provided by the estimates in order to forecast Italian wine demand. Elasticities and substitution effect provide them with a precise measure of consumers' price sensitiveness, which would be beneficial for their pricing strategies.

The paper provides, for the first time, estimates of a demand system relative to GI differentiated Italian wine.

The purpose of this study is to present an attempt to evaluate Italian olive oil brand competition thought the analysis of consumers’ visual perspective.

Through the implementation of a new information technology system called “Visual Marketing REL”, which furnishes eye-tracking measures, the authors were able to produce important information relative to the layout organization of to the Italian olive oil shelf, a strategic product of the agro-food chain. The research uses the “in situ” testing of the software developed.

The research, following up the thesis of sensorial marketing affecting choices, intends to identify an IT tool to facilitate the design of the shelf by increasing the efficiency of the retail mix. Results highlight that specific positioning could impact the differentiation effect and orientate consumers’ choices, thus increasing the efficiency of the retail mix.

To generalize the results would require many repetitions of different product categories. In this case, it would be possible to quantify the levels of correlation between visual information and sales.

This work opens important considerations in terms of strategic management of modern distribution, leaders and minor brands competitive relationship, as well as opportunities for producers of high-quality products, which could address their strategies to differentiation and niche market in cooperation with retailers.

The research aims to encourage the process of consumer choice and reduce information asymmetries.

The most important result is the connection among choices, visualization, differentiation strategy and positioning/ordering on the shelf. The layout management, in fact, could be used as a joint strategy of retailers as well as producers to emphasize quality and price differentiation, thereby increasing sales. Moreover, the study provides for the first time the outcomes of a brand new software “Visual Marketing REL”, highlighting its limits and positive elements.

Recently, several regional protected geographical indications (PGI) have been introduced in Italy for extra virgin olive oil (EVOO) with the aim of coping with the substantial failure of protected designations of origin (PDO). This study aims to identify which characteristics consumers expect, in order to anticipate the market success.

In this study, a survey has been used on a sample of consumers from Sicily, one of the first regions which recently developed a regional PGI for EVOO. Data have been analyzed with a rank-ordered logit model.

Results yielded that consumers would accept this new product and their expectations correspond to a product with attributes such as: green color, not filtered, not with a sweet taste and with a known brand. A possible target can be represented by young men.

The results obtained anticipate whether this product would be accepted and provides direct indications for producers who wish to enter the market with a PGI EVOO.

This work focuses on consumer behavior toward products that are specifically certified with a recently introduced PGI label, and they still are not so common on the market.

This paper aims to study the effects of innovation on the profitability of large wineries. In particular, organic growth is evaluated versus external growth.

Data from balance sheets over more than a decade are used. The analysis is limited to large Italian wineries to include firms that constantly invest in R&D in the sample. The analysis focuses on 25 Italian wineries observed over eight years. Panel data estimation is used to analyse these data.

The paper shows that investments in R&D increase the profitability of innovative wineries in the long run but decrease it in the short run. Moreover, because of financial constraints, some wineries may invest too few resources in R&D.

The main limitation is that the focus is restricted to large wine producers, while many small producers that do not generally invest in R&D exist in the market. The practical implication is that governments should support R&D investments of wineries.

The main contributions are to show empirically the effects of investing in R&D on the profitability of large wineries and to highlight the possible presence of severe financial constraints, which require policy interventions.

The purpose of this paper is to understand whether the companies most involved in communicating their responsible behaviour externally are those most active on the social media (SM) platform, with a philanthropic purpose rather than strictly aimed at economic aspects.

The authors, first, assess firms’ efforts on the SM platform using the model proposed by Chung et al. (2014), and, second, the authors analyze the content of messages in order to verify what dimensions of the corporate social responsibility (CSR) they contain. A multivariate modelling has been performed in order to verify whether the wineries that take most care to communicate their responsible behaviour are those that are more involved in the management of Social Network. The wineries’ effort in SM platform was analyzed using the model proposed by Chung et al. (2014), which consider three dimensions named intensity, richness and responsiveness. In order to verify the relationship between the SM effort and their engagement in CSR initiatives, the Probit model has been utilized taking into consideration four CSR dimension (Green CSR, Ethical CSR, Community CSR and Cultural CSR).

The findings show that wineries most involved in corporate social responsibility initiatives and in the active communication of these initiatives on SM platforms are those that are most active on SM and in particular those that interact most with their web users, triggering in them some reactions that lead to the sharing of content and, therefore, having a significant impact on the dissemination of information through SM.

The main limitations of this study are related to the limited sample size, the time period considered.

This study provides insight and hints into wine entrepreneurs interested in improving the effectiveness of their CSR communication via SM showing the importance of the interactive dimension of SM, in order to reduce scepticism and gain greater credibility on the market.

This study uses four dimensions of the companies’ SM efforts’ built on the basis of a number of variables that are more explicative of the SM engagement.

The purpose of this paper is to demonstrate mathematically the impossibility of achieving a utopian society. Demonstrate that any attempt to correct deviations from a hypothetical trajectory whose ultimate goal is the utopia, increasingly demands more work, including measures that lead to terror, which may even be absolute, leading to the horrible paradox that in seeking paradise hell is constructed.

Scientific tools that the authors have used are: the theory of the system linkage, alysidal algebra, kinematic theory and vector analysis.

Myths are the substrate of some complex systems of beliefs and utopia is its ultimate goal. The use of the combination of the theory of trajectories, belonging to the alysidal algebra, the theorem of unintended effects and kinematics theory provides an approximation to deviations suffering utopian ideological currents and their corrections.

This paper is a continuation of other previous papers developing the theory of complex societies.