THE INNOVATION ICT STRATEGY IN AGRI-FOOD SECTOR

The achievement of Information Communication Technology (ICT) as a new ground for economic competition isdeeply affecting the trade organization in many merchant sectors. For Italian agri-food products it is of absolute importancefor Internet marketing to be undertaken and to foresee the consequent scenarios. The aim of this research is to exactly assessthe opportunities and problems of the distribution circuit based on the virtual scenario, with a methodological and empiricalapproach, working on the analysis of experiences already begun by agri-food companies established in Italy and engagedin “business to consumer” and “business to business”. The ICT is confi gured as a phenomenon in a continuous and rapidevolution, which makes it necessary for companies to continually adapt to it and to the habits of web-consumers. This meansthat it is necessary to effectively enter the network of agri-food fi rms, and to strategically revise marketing methods focusingon the market place.