Objective: this work aims to explore the impact of digitalization on the marketing of GIs.Given the market relevance of GI and the evolving digitalization of consumption and production, our research objective is to identify strategic technological drivers of change in the sector, their effects on the consumer, product, distribution and promotion and to unfold the main critical technology issues that could be identified as future strategic marketing challenges for the sector. The analysis focuses to the Italian experience, provided on one side the relevance for Italy within the EU GI scheme in terms of number of registered products, and on the other side the economic value of GIs at national level.
Marketing GI products in the digital age. An exploratory study / Bartoli, Chiara. - (2020), pp. 59-64. (Intervento presentato al convegno Sinergie-SIMA 2020 Conference "Grand challenges: companies and universities working for a better society" tenutosi a University of Pisa-Sant’Anna School of Advanced Studies, Pisa).
Marketing GI products in the digital age. An exploratory study
Chiara Bartoli
Primo
2020
Abstract
Objective: this work aims to explore the impact of digitalization on the marketing of GIs.Given the market relevance of GI and the evolving digitalization of consumption and production, our research objective is to identify strategic technological drivers of change in the sector, their effects on the consumer, product, distribution and promotion and to unfold the main critical technology issues that could be identified as future strategic marketing challenges for the sector. The analysis focuses to the Italian experience, provided on one side the relevance for Italy within the EU GI scheme in terms of number of registered products, and on the other side the economic value of GIs at national level.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
