The Internet environment has led to selection mechanisms for products that are very fast, with the elimination of competitors that do not have an appropriate business model. To this end, it is essential to refer to an active and interactive model of web presence that consider he specificity of italian agrifood products and their local dimension, in order to generate a real source of competitive advantage in a global context. In the Italian agrifood economy, since the 90's many companies have implemented new "e-business" and web marketing organisational models, to adapt to the new competitive environment. They have adopted new strategic tools for market knowledge, brand awareness of their product, and customer. The last frontiers are represented by social commerce, Apps, mobile and content marketing, to name just a few (Liang et al.2011; Scuderi et al. 2014). The new "e-commerce" frontier is represented by logistics adaptations for sale at Km zero of fresh products and same-day delivery. Amazon Prime Now, which provides for the delivery in an hour in some urban areas of the United States, is the most prominent example, but there are other examples of the marketplace in several European countries. In Italy several e-commerce operators have equipped with their own logistics for same-day delivery or have adopted the model" click-and-collect" (buy on line and pick up the goods at a gathering place of the seller). The aim of the paper is to draw a picture of the online sales models of fresh fruit and vegetables in Italy and the presence of marketplace, to identify the limits and opportunities of the growing phenomenon of Amazon Prime Now, through a methodology of Word of Mouth and among consumers concerning purchase trend of other ones (Brown et al.2007; Brush et al. 2010).

The online sales models of fresh fruit and vegetables: opportunities and limits for typical italian products

STURIALE, LUISA;TIMPANARO, Giuseppe;LA VIA, Giovanni
2017

Abstract

The Internet environment has led to selection mechanisms for products that are very fast, with the elimination of competitors that do not have an appropriate business model. To this end, it is essential to refer to an active and interactive model of web presence that consider he specificity of italian agrifood products and their local dimension, in order to generate a real source of competitive advantage in a global context. In the Italian agrifood economy, since the 90's many companies have implemented new "e-business" and web marketing organisational models, to adapt to the new competitive environment. They have adopted new strategic tools for market knowledge, brand awareness of their product, and customer. The last frontiers are represented by social commerce, Apps, mobile and content marketing, to name just a few (Liang et al.2011; Scuderi et al. 2014). The new "e-commerce" frontier is represented by logistics adaptations for sale at Km zero of fresh products and same-day delivery. Amazon Prime Now, which provides for the delivery in an hour in some urban areas of the United States, is the most prominent example, but there are other examples of the marketplace in several European countries. In Italy several e-commerce operators have equipped with their own logistics for same-day delivery or have adopted the model" click-and-collect" (buy on line and pick up the goods at a gathering place of the seller). The aim of the paper is to draw a picture of the online sales models of fresh fruit and vegetables in Italy and the presence of marketplace, to identify the limits and opportunities of the growing phenomenon of Amazon Prime Now, through a methodology of Word of Mouth and among consumers concerning purchase trend of other ones (Brown et al.2007; Brush et al. 2010).
Agrifood, Direct sale, E-business, Marketplace, Social media.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/20.500.11769/21919
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 7
  • ???jsp.display-item.citation.isi??? 7
social impact