Marketing geographical indication products in the digital age: a holistic perspective

Purpose: This paper analyses the impact of digitalization in the marketing of geographic indication (GI) products. Specifically, the objective is to provide a systemic and comprehensive view of marketing issues and challenges arising from evolving digitalization in the agriculture sector. Design/methodology/approach: The authors employed an explorative cognitive mapping technique on a sample of key informants among Italian companies and a consortium of registered food, spirits and wine products. Findings: This study describes the key concepts dominant in the discourse of informants concerning digitalization and its influence on the GI market. Three clusters and two loops were also identified to explain the relationship among key concepts, which stress changes regarding the relationship with the consumer, product experience and innovation, and the integration between physical and virtual space. Research limitations/implications: This is the first attempt to apply cognitive maps to GIs. However, the study does have limitations: it was conducted on a small number of producers and was restricted to only Italy. Another limitation is that interviews were conducted during the COVID-19 pandemic. Practical implications: The results suggest important practical implications that stress the need for learning and increased digital competences for the efficient embedding of digital technologies in all business areas, increase product value and innovation, and the need for governance in support of digital transformation. Originality/value: This work creates the new and valuable literature on food marketing and, specifically, on a changing market environment resulting from digitalization, by providing a holistic overview of digitalization in reference to the marketing of GIs.