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This paper aims to investigate the relationship between market orientation and innovative marketing strategies and the effect of innovative marketing strategies on the performance of agro-food manufacturers.

Systematic random sampling was used, and semi-structured interviews were conducted with 380 agro-food manufacturers. Several statistical analyses, including Pearson correlation analysis and logistic regression analysis, were used to analyze the relationship between market orientation and innovative marketing strategies, and the effect of innovative marketing strategies on the performance of agro-food manufacturers.

All dimensions of market orientation – customer orientation, competitor orientation and inter-functional coordination – have significant relationships with innovative marketing strategies (product, price, promotion and distribution), while customer orientation and promotion showed a very strong relationship among other variables measured. Innovative marketing strategies, specifically promotion, had the most effect on the performance of agro-food manufacturers.

The sample for this study was selected among agro-food manufacturers in major locations in Peninsular Malaysia. Hence, the findings may only give an initial overview of the current state of the agro-food manufacturers.

This study highlighted the significance of market orientation and innovative marketing strategies for the betterment of performance in the agro-food manufacturing sector.

The initial hypothesis of the exploratory paper lies in the fact that there exists a demand for healthier wines due to the higher presence of natural compound which potentially bring benefits to the consumer’s health. To satisfy this hypothesis, the research questions that paper tried to answer are the following: Do there exist a demand for naturally resveratrol-enhanced wine? What variables do influence the preference of consumers toward a naturally resveratrol-enhanced wine? As a consequence, the purpose of this paper is to explore what variables naturally influence resveratrol-enhanced wine consumption.

A structured questionnaire was administered through face-to-face interviews to a sample of 250 regular wine consumers which were randomly selected to achieve balanced socio-demographic characteristics. Subsequently, an econometric analysis was performed to estimate the effects that selected attributes, extrapolated from the literature, have on resveratrol-enriched wine consumption. With this aim, a logistic regression model was developed through the assessment of willingness to consume naturally resveratrol-enhanced wine.

The findings of this paper suggest that respondents consider wine as source of beneficial and healthy properties and they are willing to consume enriched-resveratrol wine. The study found a direct correlation between resveratrol and wine extrinsic attributes (organic label, brand) as well as any intrinsic attributes (tannins content). In addition, solely female consumers expressed to consider label information in their preference for resveratrol-enhanced wine. Among socio-demographic factors, only age and gender have an interaction effect on the consumption of these wines.

Since this study has some limitations due to the limited number of observations and to the specific regional geographical context, the findings should be generalized in theoretical terms with a certain caution. Before to extend the results to all Italian consumers, future research should test the robustness of the findings by assessing the effect of the attributes that the authors have examined in this study in other environmental contexts, e.g. in other wine regions.

The results have important implications for wine producers, since the adoption of production practices explicitly related to the higher natural content of resveratrol can lead to a value augmentation and enhance business income of companies. Moreover, there exists implication also for wine managers, given the knowledge of factors affecting consumers’ attitudes toward naturally resveratrol-enhanced wines can lead to an increase in wine demand that should allow to reach a focused differentiation strategy in specified market segments. This suggests the need to indicate on the label the content of resveratrol as a distinctive signal of the “additional health information” of a wine.

While a substantial body of research has analyzed the healthy attributes that affect purchasing process of wine, no other known study has examined the effects of attributes on consumers’ willingness to purchase naturally resveratrol-enhanced wine. The study is the first that explores the consumers’ willingness to buy wine naturally enriched with resveratrol. Previous works took into account only resveratrol-enriched wines. The authors believe that in the eye of consumers there are significant differences between a natural enhancement and a simply technological enrichment, since the concepts and the technological aspects behind the two processes are strongly different. To fill this gap, the authors explored for the first time what variables can influence the preference of a naturally resveratrol-enhanced wine.

This paper aims to investigate the level of internet marketing in use and the web marketing strategies models implemented by the Italian Speciality Wineries (ISWs).

The paper surveyed a sample of 272 high quality wineries. The analysis of the existing web sites has been conducted through an adapted 7Cs model. The 7Cs model data analysis has been developed both at a univariate and a multivariate level. The entrepreneur's perception of internet marketing has been analysed through a market research questionnaire.

The use of internet marketing by the ISWs is at an initial stage. “Show‐case” is the main purpose while functionality is the most important web site characteristic. Five groups of wineries have been identified through cluster analysis. The web marketing approaches implemented revolve around the choice to effect online sales. The web marketing strategies map highlights that the future development of the ISWs web marketing models goes in two different directions. The entrepreneur's perception of quality of the web site is identified in navigability parameters.

The paper contributes to a greater knowledge of the strategic web marketing models utilized by Italian speciality wineries. It also discusses the entrepreneur's perception of internet marketing.

Buyer power can be defined as the ability to obtain trade terms more favourable than a supplier’s normal trade terms. The purpose of this paper is to estimate existence of buyer power in the Italian market of fresh milk. The sector is characterised by high industrial and retail firms concentration and a significant gap between the downstream and upstream prices exists.

The authors applied the “first-pass” test proposed by Lloyd et al. (2009) on a set of monthly price indexes series from 2000 to 2013 in order to estimate if a buyer power exists in this sector. This in order to verify how prices are transmitted along the supply chain and to determine if buyer power contributes in conditioning the retail-producer price spread.

Estimated results suggest that buyer power exists in the Italian fresh milk supply chain and oligopsonistic behaviour affects the spread between downstream and upstream prices.

The paper gives a contribute on estimation of buyer power in the agro-food supply chains. However, more research needs to be carried out in order to precisely evaluate the nature and the causes of presence of buyer power.

The purpose of this paper is to analyse the relationship between the price of extra virgin olive (EVO) oil and its main quality attributes, in the specific case of business-to-consumers electronic commerce (B2C EC) channel. The final objective is to provide useful insights for small and medium-sized enterprises (SMEs) interested in online selling of EVO.

A hedonic price model was estimated considering the following attributes: packaging, cultivar composition, organic certification, oil extraction method, origin certification and localization of selling firms. A survey was performed in 2012 considering 169 virtual stores of SMEs (farms, mills and bottlers) located in all the main Italian olive-growing areas. A data set of 667 references was used to estimate the implicit prices of considered attributes.

The EVOs sold through virtual stores are highly differentiated on the basis of several quality attributes among which the most important is the certification of origin (protected denominations of origin/protected geographical indication). Therefore the firm location could generate considerable advantages or disadvantages in adopting a B2C EC strategy.

Future researches should develop a comparison between the premium prices and costs associated to each attribute in order to find the best product differentiation strategy. An accurate analysis about the implementation and management costs of EC systems as well as an examination of interactions between online and offline sale channels is needed. It would be useful to compare the manufacturer direct sell business model with other business model.

Few studies applied the hedonic price model to analyse the retail olive oil market. Nevertheless, no studies have analysed the market of EVO sold in virtual shops.

The purpose of this paper is to examine the possibilities of increasing the benefits to be derived from farmers markets (FMs) in Wales, through utilisation of networks augmented by information communications and technology (ICT). In particular, the paper explores recent developments in the use of ICT in the agri‐food sector and the need to develop networks to utilise such technology fully. The paper explores the administrative structures that may be required to allow these arrangements to be effectively organised. The use of FMs in Wales as a conduit for such networked arrangements, and the introduction of the South East Wales Association of Farmers’ Markets (SEWAFM) Web site, are then considered against this backdrop.

The purpose of this paper is to understand why the quality markets are expanding in some areas of food production, while struggling in others. Across agricultural markets in advanced industrialized economies, there are movements toward quality production and consumption. The author argues that the quality turn in beer, coffee, wine and other transformed artisanal food production are fundamentally different from the quality movements in primary food products. The heart of that difference lies in the nature of the supply chain advantages of transformed versus primary agricultural products.

The author applies convention theory to explain the dynamics within transformed agricultural quality markets. In these producer-dominant markets, networks of branded producers shape consumer notions of product quality, creating competitive quality feedback loops. The author contrasts this with the consumer-dominant markets for perishable foods such as produce, eggs, dairy and meat. Here, politically constructed short supply chains play a central role in building quality food systems.

The emergence of quality in primary food products is linked to the strength of local political organization, and consumers have a greater role in shaping quality in these markets.

Quality beer, coffee, wine and other transformed products can emerge without active political intervention, whereas quality markets for perishable foods are the outcome of political action.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-01-2020-0001.

Ethical consumption is on the rise amidst concerns about the environmental and health impacts of industrial agriculture. In light of increasingly complex food choices, alternative food networks have emerged. However, their success depends on a deeper understanding of the product attributes that guide (ethical) consumer decisions. This study focuses on the preferences of consumers when choosing and buying fresh vegetables in Romania.

This study employs a discrete choice experiment to determine how consumers make trade-offs across a set of product attributes, such as local origin and production method.

The study analysis sheds light on the importance of food attributes relevant to ethical consumers. The main barrier to making an ethically driven choice is convenience. While local production remains of lower importance than the production method, the authors show that the Romanian consumers surveyed strongly prefer non-certified “traditional” vegetables over certified organic products.

This study is pioneering with a state-of-the-art discrete choice setting looking at a set of product attributes that reflect the demand of ethical consumers in an understudied transitional context. The authors go beyond the current debate on the trade-off between organic vs local food labels by introducing traditional small-scale production as a separate attribute level. The food attribute preferences of different consumer segments and a market simulation offer relevant insights how to market fresh vegetables to health- and environmentally-conscious urban people.

This paper is concerned with the impact of e‐commerce on agro‐food marketing. First, a theoretical framework is specified for the Internet as a marketing tool with emphasis on the agro‐food and organic food sections. Subsequently we present the results of a survey that was conducted in order to investigate how Cretan agricultural cooperatives use or tend to use the business methodology of e‐commerce. Consumers and managers of cooperatives in Crete reveal their expectations from the new technology. From this survey valuable information is gained about the practical relations between e‐commerce and the agro‐food market on the island, and divergence from the theoretical framework is noticed.

The purpose of this paper is to investigate the impacts of institutional quality (IQ) in exporting and importing countries on agro-food exports from the world's leading emerging economies: Brazil, the Russian Federation, India and China (BRIC countries).

Measuring is based on using the gravity trade model and econometric panel data analysis for the period 1998-2009.

Agro-food exports from the BRIC countries, particularly Brazil and China, have increased. The Russian Federation has experienced stagnating and volatile patterns. Brazil and India have strengthened market shares in the existing importing markets, while the Russian Federation has experienced severe deterioration. The export of existing products is more important than of new products. Agro-food exports are positively associated with IQ and the size of the gross domestic product in exporting and importing countries, but negatively with distance.

Among IQ variables, the focus is on the indices of legal structure and security of property rights and freedom to trade internationally in agro-food importing countries and the BRIC exporting countries.

Different institutions and their quality can affect agro-food exports differently. The impact of institutions is not uniform across product groups.

This paper adds the impacts of IQ on agro-food exports. Except for processed products for final household consumption, agro-food exports from the BRIC countries are positively associated with the quality of the legal structure, the security of property rights and the freedom to trade internationally as IQ in exporting and importing countries.