Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-2086
Title: Social Media communication of consortia in the Italian agro-food sector : case study of the Aceto Balsamico di Modena
Authors : Rroco, Sisi
Advisors / Reviewers : Duma, Fabio
Graf, Christian Olivier
Publisher / Ed. Institution : ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Issue Date: 2017
Language : Englisch / English
Subject (DDC) : 658.8: Marketingmanagement / Management of distribution (Marketing)
Abstract: Previous studies underlined the importance of enhancing brand awareness as key factor in order for Italian agro-food productions to face competition in an increasing globalized environment, representing a challenge for the survival of typical and traditional productions. Italian Consortia, in charge of protecting and promoting agro-food products were found to involve ineffective communication measures. However, in regards to the Aceto Balsamico di Modena (ABM) and the Aceto Balsamico Tradizionle di Modena (ABTM), academia addressed scarce attention. This study aims, therefore, at filling the gap present in the literature by conducting a deep investigation about Consortia of ABM and ABTM communication practices, especially focusing on social media. In addition, this research has the aim to draw recommendations through the analysis of a Best Practice example of social media communication operated by a Consortium of a worldwide renowned Italian agro-food product, namely Parmigiano Reggiano.
Departement: School of Management and Law
Publication type: Thesis: Master / Master Thesis
DOI : 10.21256/zhaw-2086
URI: https://digitalcollection.zhaw.ch/handle/11475/7683
License (according to publishing contract) : CC BY-NC-ND 4.0: Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International
Appears in Collections:MSc International Business

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