| Title |
Luxury strategies for agricultural products: a new sustainable governance model for the valorisation of the Tuscan flower supply chain |
| ID_Doc |
77697 |
| Authors |
Gabellini, S; Scaramuzzi, S |
| Title |
Luxury strategies for agricultural products: a new sustainable governance model for the valorisation of the Tuscan flower supply chain |
| Year |
2020 |
| Published |
|
| DOI |
10.3920/978-90-8686-898-8_38 |
| Abstract |
Italian floriculture suffers from market globalization and the pressure of industrialized, standardized, low-cost productions. Tuscany experiences a lack of initiatives for the enhancement of flower traditional crops, local knowledge and production practices. The project aims at valorising a differentiated Tuscan flower supply to be positioned in a high added-value niche emerging market, the floral design one. The identified tool was the activation of a shared origin-based qualification strategy, sustainably governed by an innovation multi-stakeholder platform (IP). On a theoretical basis, a business-to-businessto-consumer (B2B2C) luxury marketing approach was adopted. In terms of methodology, a participatory action research (PAR) approach was followed. The paper led to validate the relevant theoretical framework, define and assess the niche market, validate the potential of a B2B2C origin-based qualification strategy according to luxury marketing principles, and characterize the IP. |
| Author Keywords |
floriculture; origin-based strategy; luxury marketing; innovation multi-stakeholder platform; sustainability |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Conference Proceedings Citation Index - Science (CPCI-S); Conference Proceedings Citation Index - Social Science & Humanities (CPCI-SSH) |
| EID |
WOS:000722297300039 |
| WoS Category |
Agricultural Economics & Policy; Green & Sustainable Science & Technology; Ecology; Economics; Environmental Studies |
| Research Area |
Agriculture; Science & Technology - Other Topics; Environmental Sciences & Ecology; Business & Economics |
| PDF |
|