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Article
Publication date: 18 August 2023

Enrico Bonetti, Chiara Bartoli and Alberto Mattiacci

The purpose of this paper is to enrich the knowledge about blockchain (BC) technology implementation in the agri-food industry by providing an interpretive framework of the key…

500

Abstract

Purpose

The purpose of this paper is to enrich the knowledge about blockchain (BC) technology implementation in the agri-food industry by providing an interpretive framework of the key marketing opportunities and challenges, related to the adoption of BC for Geographical Indication (GI) products.

Design/methodology/approach

The study adopts an explorative qualitative research design through the cognitive mapping technique applied to the cognition of different market players involved in agri-food BC projects: farmers, distributors, companies and consultancies.

Findings

This study presents a comprehensive examination of the marketing impacts of BC across various marketing objectives, including product enhancement, brand positioning, consumer relationships, market access and supply chain relationships. It highlights the capability of BC to facilitate data-enabled ecosystems within the agri-food sector, involving supply chain actors and control agencies. Additionally, the study sheds light on the challenges (technological, collaborative, political, financial and organizational) associated with the implementation of BC in the marketing of agri-food products.

Research limitations/implications

This work provides a comprehensive examination of the relevance of BC in the marketing activities of firms, particularly in the context of quality food products. It highlights the main areas of impact and effects and emphasizes the complexity of the phenomenon, which extends beyond its technical issues. Furthermore, it offers a systematic exploration of the challenges associated with the adoption of BC in marketing activities, thus contributing to a broader understanding of the implications of BC adoption in companies' marketing strategies.

Practical implications

The practical implications for this work addresses both GI companies and policy makers. Implications for companies relate to the market benefits associated with the implementation of BC, which allow further strengthening of market positioning, relationships of trust within the supply chain and integration between physical and digital market channels. The study also systematizes the challenges underlying the implementation of BC projects. The implications for policy makers regard the role they have to play in BC projects at regulatory, financial and policy levels.

Originality/value

Studies focusing on BC applications in marketing are still limited and characterized by a very narrow perspective (especially in the food industry). This study contributes to the conceptual design of the marketing applications of BC in the agri-food sector. The value of the study also lies in having framed the marketing impacts of BC in a holistic perspective, along with the technological and non-technological challenges that are related to the integration of BC in marketing strategy and operations.

Details

British Food Journal, vol. 126 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 9 November 2021

Chiara Bartoli, Enrico Bonetti and Alberto Mattiacci

This paper analyses the impact of digitalization in the marketing of geographic indication (GI) products. Specifically, the objective is to provide a systemic and comprehensive…

823

Abstract

Purpose

This paper analyses the impact of digitalization in the marketing of geographic indication (GI) products. Specifically, the objective is to provide a systemic and comprehensive view of marketing issues and challenges arising from evolving digitalization in the agriculture sector.

Design/methodology/approach

The authors employed an explorative cognitive mapping technique on a sample of key informants among Italian companies and a consortium of registered food, spirits and wine products.

Findings

This study describes the key concepts dominant in the discourse of informants concerning digitalization and its influence on the GI market. Three clusters and two loops were also identified to explain the relationship among key concepts, which stress changes regarding the relationship with the consumer, product experience and innovation, and the integration between physical and virtual space.

Research limitations/implications

This is the first attempt to apply cognitive maps to GIs. However, the study does have limitations: it was conducted on a small number of producers and was restricted to only Italy. Another limitation is that interviews were conducted during the COVID-19 pandemic.

Practical implications

The results suggest important practical implications that stress the need for learning and increased digital competences for the efficient embedding of digital technologies in all business areas, increase product value and innovation, and the need for governance in support of digital transformation.

Originality/value

This work creates the new and valuable literature on food marketing and, specifically, on a changing market environment resulting from digitalization, by providing a holistic overview of digitalization in reference to the marketing of GIs.

Details

British Food Journal, vol. 124 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Available. Open Access. Open Access
Article
Publication date: 14 February 2025

Chiara Bartoli, Angelo Baccelloni, Alessio Di Leo and Alberto Mattiacci

This study explores luxury wine hospitality by considering (1) physical activities and (2) activities created by integrating the physical domain with digital technology. In doing…

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Abstract

Purpose

This study explores luxury wine hospitality by considering (1) physical activities and (2) activities created by integrating the physical domain with digital technology. In doing so, it aims to identify the different types of wine tourism-related luxury experiences and build a framework for interpreting hybrid luxury experiences in wine hospitality in the digital era.

Design/methodology/approach

An explorative mixed-methods approach was adopted to investigate types of luxury wine hospitality using cluster analysis and in-depth interviews with producers of wines with controlled and guaranteed designation of origin in Italy’s Sangiovese area.

Findings

This study presents a framework for understanding hybrid digital and physical experiences in wine hospitality by examining the core components of luxury experiences. We identify six types of luxury experiences in wine hospitality that combine a physical experiential component with varying degrees of integration with digital technologies.

Practical implications

Our findings (1) provide wine businesses operating in hospitality within the luxury segment with a useful tool for optimising the integration of digital technology into physical experiences to add value to visitors’ activities and (2) highlight the importance of digital skills for wineries that organise luxury experiences.

Originality/value

This study systematises the integration of digital technologies into physical activities related to wine hospitality. It presents a hybrid physical–digital analytical framework that adopts an experiential outline of the strategic design of wine hospitality businesses.

Details

British Food Journal, vol. 127 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Available. Open Access. Open Access
Article
Publication date: 24 August 2023

Chiara Bertolin and Filippo Berto

This article introduces the Special Issue on Sustainable Management of Heritage Buildings in long-term perspective.

1219

Abstract

Purpose

This article introduces the Special Issue on Sustainable Management of Heritage Buildings in long-term perspective.

Design/methodology/approach

It starts by reviewing the gaps in knowledge and practice which led to the creation and implementation of the research project SyMBoL—Sustainable Management of Heritage Buildings in long-term perspective funded by the Norwegian Research Council over the 2018–2022 period. The SyMBoL project is the motivation at the base of this special issue.

Findings

The editorial paper briefly presents the main outcomes of SyMBoL. It then reviews the contributions to the Special Issue, focussing on the connection or differentiation with SyMBoL and on multidisciplinary findings that address some of the initial referred gaps.

Originality/value

The article shortly summarizes topics related to sustainable preservation of heritage buildings in time of reduced resources, energy crisis and impacts of natural hazards and global warming. Finally, it highlights future research directions targeted to overcome, or partially mitigate, the above-mentioned challenges, for example, taking advantage of no sestructive techniques interoperability, heritage building information modelling and digital twin models, and machine learning and risk assessment algorithms.

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