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Direct Selling: a Marketing Strategy to Shorten Distances between Production and Consumption AgEcon
Aguglia, Laura; De Santis, Francesco; Salvioni, Cristina.
Direct sales became in recent years a diversification strategy increasingly used by farms to answer the CAP reform, as well as to react to the continuous price squeeze. Direct sales is in fact a form of marketing that allow farmers to retain a higher share of the final value of products. Far from being a way back to tradition, short chains and direct sales can be seen as strategies to capture new segments of demand interested in local and fresh food, and in more direct contact between consumers and suppliers. The aim of this work is to study the recent evolution of direct selling in Italy and the determinants of the adoption of this marketing strategy. The first part of the paper analyses the evolution of Italian short supply chains and the development of...
Tipo: Conference Paper or Presentation Palavras-chave: Farm diversification; Direct selling; Short supply chain; Periurban agriculture; Discrete choice models; Marketing.
Ano: 2009 URL: http://purl.umn.edu/57657
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