The purpose of this paper is to investigate how open, mediatised conflict in geographical indications (GIs) can provide the basis for differentiation strategies for…
The purpose of this paper is to investigate how open, mediatised conflict in geographical indications (GIs) can provide the basis for differentiation strategies for heritage producers based on both functional and symbolic benefits.
Longitudinal case study based on multiple data sources, which reconstructs the history of the Bitto GIs and the conflict between the Protected Designation of Origin Bitto Consortium and a small number of heritage Bitto producers.
The paper highlights how the mediatised narration of conflict can contribute to raise consumer awareness, differentiate products and result in symbolic value creation.
Extreme case study design purposively chosen as characterised by conditions likely to accentuate conflict.
The paper develops a conceptual framework that permits to identify the potential for conflict inside GIs. It also contributes to a better understanding of the image of products protected by GIs and the role played by heritage producers. It also offers practical advice on two promotional tools, namely, trade fair participations and experiential showcases.
The paper offers practical advice on the safeguarding of small producers localised in cultural epicentres inside GIs.
The authors introduce the notions, such as competitive wars and secession, that contribute to a better understanding of centripetal/centrifugal forces inside GIs. The authors also propose a better understanding of image creation of GIs, grounded in cultural work in marketing and consumer research.
The purpose of this paper is to investigate business visitor behaviour at trade shows and to propose a complementary view based on the experiential perspective in marketing.
The paper reports an ethnographic study conducted in the context of ten international trade shows in the textile‐apparel industry in Europe.
The study sheds light on the nature of the experience provided by trade show exhibitors and organisers and on visitors' lived experiences. Trade shows immerse industrial buyers in a physical and cognitive experience that requires their active participation. Under such circumstances, industrial marketers who employ experiential marketing techniques are likely to increase their trade show performances.
The paper adopts a new perspective that sees business visitor behaviour from an experiential standpoint and discusses the managerial implications that highlight the interplay of exhibitors and trade show organisers in designing and setting valuable experiences for visitors.