Title: A new communication and retail distribution formula in food sector

Authors: Léo-Paul Dana; Elisa Giacosa; Francesca Culasso; Margherita Stupino

Addresses: Montpellier Research in Management, Groupe Sup de Co Montpellier Business School, 2300 avenue des Moulins, Montpellier, France ' Department of Management, University of Turin, 218 bis, Unione Sovietica Street, Turin, Italy ' Department of Management, University of Turin, 218 bis, Unione Sovietica Street, Turin, Italy ' Department of Management, University of Turin, 218 bis, Unione Sovietica Street, Turin, Italy

Abstract: Food and wine are typical products of exportation, as the Italian ones are recognised for its high quality, tradition or competitiveness in terms of quality/price. Therefore, the food sector represents a critical context for company opportunities. The research fits into this area of study. The purpose is to identify which communication and retail distribution strategy a medium-sized company in food sector could adopt in order to increase competitive advantage. Considering that the food sector is a mature one, we analysed how a functional strategy - the communication and distribution one - within a main business strategy may introduce new ideas and makes use of new means to convince consumers on the value of what they eat and on the correlation between the diet and health, improving customer loyalty. The treatise was carried out using the case study method. It emerged that a communication and retail distribution strategy of a medium-sized company operating in a mature sector such as the food may renew the classic and most traditional features of its formula, being successful.

Keywords: food industry; communication strategy; retail distribution strategy; medium-sized firms; Italy; business strategy; customer loyalty.

DOI: 10.1504/GBER.2017.082590

Global Business and Economics Review, 2017 Vol.19 No.2, pp.137 - 156

Received: 07 Feb 2015
Accepted: 15 Feb 2016
Published online: 02 Mar 2017 *

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