Open conflict as differentiation strategy in geographical indications: the Bitto Rebels case
Research output: Contribution to journal › Article
Design/methodology/approach: Longitudinal case study, based on multiple data sources, which reconstructs the history of the Bitto geographical indications and the conflict between the PDO Bitto Consortium and a small number of heritage Bitto producers.
Findings: The paper highlights how the mediatised narration of conflict can contribute to raise consumer awareness, differentiate products, and result in symbolic value creation.
Research limitations/implications: Extreme case study design, purposively chosen as characterised by conditions likely to accentuate conflict.
Practical implications: The paper develops a conceptual framework that permits to identify the potential for conflict inside geographical indications. It also contributes to a better understanding of the image of products protected by geographical indications and the role played by heritage producers. It also offers practical advice on two promotional tools, namely trade fair participations and experiential showcases.
Social implications: The paper offers practical advice on the safeguarding of small producers localised in cultural epicentres inside geographical indications.
Originality/value: We introduce the notions, such as competitive wars and secession, that contribute to a better understanding of centripetal/centrifugal forces inside geographical indications. We also propose a better understanding of image creation of geographical indications, grounded in cultural work in marketing and consumer research.
|Number of pages||17|
|Journal||British Food Journal|
|Early online date||24 Jul 2019|
|Publication status||Published - 21 Nov 2019|
- PITARDI_2019_cright_BFJ_Open conflict as differentiation strategy in Geographical Indications
Rights statement: Rinallo, D. and Pitardi, V. (2019), "Open conflict as differentiation strategy in geographical indications: the Bitto Rebels case", British Food Journal, Vol. 121 No. 12, pp. 3102-3118. https://doi.org/10.1108/BFJ-11-2018-0738. Copyright © 2019, Emerald Publishing Limited. All rights reserved.
Accepted author manuscript (Post-print), 210 KB, PDF document