Strategies for market food industry in southern Italy: Some results through structured interview

Maurizio Lanfranchi1, Carlo Giannetto1, Ferdinando Ofria1, Fulvio Rizzo2, Vihra Dimitrova3, and Mariana Ivanova3;
1 University of Messina, Department of Economics, Via dei Verdi, 75 98122 Messina, Italy
2 University of Eastern Finland, Department of Geographical and Historical Studies, Finland
3 University of Agribusiness and Rural Development, Department of Management, 4003 Plovdiv, Bulgaria


Lanfranchi, M., Giannetto, C., Ofria, F., Rizzo, F., Dimitrova, V., & Ivanova, M. (2018). Strategies for market food industry in southern Italy: some results through structured interview. Bulgarian Journal of Agricultural Science, 24(4), 554–559

In a global market, agro-food innovation becomes a fundamental element for the development and growth of a company. But the introduction of innovations cannot be separated from the implications related to the differentiation of agricultural or agro-food products, or to the improvement of the quality of the product. This research seeks to identify, through structured interviews, the market strategy followed by the entrepreneurs of the food sector in Sicily. The data that is collected through interviews with entrepreneurs in the agro-food sector Sicilian (year 2017) identifies the prevailing strategy followed by agribusiness Sicily. This research has followed the model of Vázquez-Barquero to interpret the strategies of firms interviewed in Sicily. Companies surveyed in this research show that all Sicilian provinces seems to prevail a market strategy of an innovative nature. In particular, it is noted that: almost all entrepreneurs interviewed, to be competitive, they prefer to improve the quality of the product, rather than reduce production costs.

Keywords: agro-food industry; rural economy; regional economic development; southern Italy

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