Caused Related Marketing: Between Solidarity and Competition within the Italian Agri-Food System

Antonella P. Vastola

No 7750, 99th Seminar, February 8-10, 2006, Bonn, Germany from European Association of Agricultural Economists

Abstract: Today's consumers demand products and services not only with proven intrinsic quality features but also endowed with non-material attributes such as respect for the environmental and ethical values. These concerns are central to recent marketing developments. Cause related marketing (CRM) is a good example of the new entrepreneurial strategies able to achieve on the one hand utilitarian aims and on the other hand to contribute to a social cause through different forms of company donation. From the analysis it emerges that in Italian agri-food system three types of agents are applying CRM: companies producing widely consumed brands, with high sales volume; small companies producing high quality goods but with brands known within a limited market area; mass distribution companies. The use and aims of CRM strategies are different for each of the actors.

Keywords: Agribusiness (search for similar items in EconPapers)
Pages: 11
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae99:7750

DOI: 10.22004/ag.econ.7750

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