A75 La Méridienne: Consuming food heritage on the highway?

A75 La Méridienne: Consuming food heritage on the highway

De nouveaux business models circulaires pour valoriser des déchets agricoles

National audienc

Collective place branding - an alternative strategy for territorial development compared to geographical indications?

Geographical Indications (GIs) protecting the origin of specific food products are expanding worldwide and promoted as first order tool for agricultural and local development in developing countries. At the same time, collective place brands are adopted by public and private sectors in Europe as novel strategy to jointly valorise and promote a package of place-specific (food) products and (tourism) services, which supports a distinctive territorial identity or a territorial project.We here present two cases of collective place branding from France and Morocco, with the objective to compare them with GIs and to uncover their potential to contribute to sustainable territorial development.Results indicate that collective place brands can be used as alternative (or complementary) strategy for supporting agricultural and territorial development. Contrary to GIs, these brands represent an integrated approach to territorial development, involve various local actors, are more flexible in use and less subjected to legal and administrative rules. They can create synergy effects and increase the overall visibility of places and their endogenous assets. On the other hand, collective place brands need leadership and cooperation in order to be successful. Moreover, collective place brands require a long-term commitment from the public and private sector for inducing novel forms of territorial governance. Mechthild Donner holds an MBA for International Marketing from Reutlingen University (Germany). She has practical sales and marketing experience from working in an international agrifood company located in the Netherlands. In 2016, she has finalized her PhD at Montpellier SupAgro and Wageningen University within the European Commission Erasmus Mundus Joint Doctorates program AGTRAIN (www.agtrain.eu). Her focus is on territorial marketing strategies for agrifood products in Europe and Morocco

Territorial marketing as strategic tool for development of agrifood chains: The case of Sud-de-France and Morocco

The here proposed applied interdisciplinary project researches and develops a strategic marketing concept for value-added territorial products. It focuses on innovation strategies for competitive agrifood SMEs leading to rural sustainable development and exchanges best networking practices between regions in Morocco and Europe. This approach fits very well with the ambition stated in the AgTraIn PhD program (www.agtrain.eu), namely ‘contributing to the development of the agricultural sector to achieve equitable and pro-poor economic growth and increase food security....’.The latter does not only refer to food availability, but also to arranging access to nutritious and healthy food, wherefore new forms of governance become important

Comprendre les marques territoriales comme des processus collectifs de développement territorial

Place branding strategies linking marketing to places have received increasing attention in practice and theory in the past two decades. It is generally assumed that place branding contributes to the economic, social, political and cultural development of cities, regions and countries. But there exists neither a commonly accepted definition nor a sound theoretical framework for place branding research. Studies have until now mainly focused on nations and cities, while the regional scale has rather been neglected, even more in the context of Mediterranean countries. In addition, little is yet known about the conditions, processes, and outcomes of place branding. The objective of this thesis is to contribute to the clarification of the place branding concept and to a broader understanding of this rich and complex phenomenon. The focus is on the underlying conditions, processes and dynamics of place branding in regions that contributes to territorial development. Place branding is related to local food products and tourism for sustainable territorial development in Mediterranean rural regions (in France and Morocco). The introduction chapter outlines the societal and theoretical context of place branding regarding this thesis. Place brands have emerged as attempts to respond to intertwined and multifaceted economic, political and socio-cultural challenges: to the externalities of globalisation, to local development challenges due to regionalisation and decentralisation processes, and to socio-economic tensions in the Mediterranean basin and its food domain. Accordingly, three established literature streams are mobilized: the marketing and branding of places, regional studies and sociology. It is supposed that insights from the three disciplines are needed to understand the conditions, processes and development outcomes of regional branding. This leads to three units of analysis: the first deals with place branding in a narrow sense, understanding it as marketing strategy for the development of places and their local assets based on a distinctive territorial identity; the second considers territorial development policies and public-private interactions; and the third analyses place-based, collective and embedded processes among various actors in rural areas. Chapter 2 comprises a case study of the Sud de France brand in the region Languedoc-Roussillon, which is mainly used for the valorisation and promotion of local wines, food and tourism, but also serving institutional aims. It is a study of local dynamics and the process of regional branding, leading to beneficial outcomes stemming from a public development intervention. It demonstrates various economic and non-economic benefits created by a place brand and unfolds some of its working mechanisms, such as horizontal and vertical relations among different territorial actors, a multiple stakeholder involvement, or the linkage of a place brand with its political, social and economic context. Chapter 3 is a continuation of Chapter 2, as it further investigates the kind of value that can be created by a place brand for different stakeholders, using the Sud de France case. Based on stakeholder and brand equity theory, it develops a measurement model and monitoring tool for the value of place brands. Results show that various place brand value dimensions coexist, according to the expectations of four identified key stakeholder groups. These value dimensions include economic, socio-cultural and environmental indicators. Chapter 4 offers a comparison of four regional branding initiatives in Europe, with the aim to gain insights into the general conditions, as well as context-dependent factors for successfully developing and maintaining place brands. It combines a marketing perspective with the sociology of food and endogenous rural development, and analyses strategic and operational brand management aspects, as well as contextual factors. Findings indicate the importance of various embeddedness dimensions for regional branding, such as public policies, cooperation and governance forms, territorial identity and the anchorage of local actors in their places. Chapter 5 is an explorative case study of place branding in the province of Chefchaouen, Morocco, in order to find out whether and how it would be possible to implement there a place brand as a coherent and collective territorial development project. Preconditions and various initiatives towards place branding are analysed at three action levels (macro, meso, micro). Specific attention is given to local cooperation and network activities, to leadership and political unity, being strongly related to the question of territorial governance. The main insight gained from the Chefchaouen case is that a collective place brand could be a useful tool for cross-sector cooperation, territorial governance and development, but that currently Moroccan regions still lack sufficient autonomy to fully develop their own territorial projects. The final chapter builds upon the research findings to highlight conceptual differences between diverse brands related to places. The main conclusion of this thesis is that place brands in regions – in order to be able to support agribusiness and local development – must be considered as more than mere marketing instruments, but as dynamic, collective and embedded territorial development processes. These insights lead to conceptual and theoretical, methodological, as well as policy and managerial implications, for place branding research and practice. A main suggestion for further research is to use complex systems theory to cover the complexity of place brands.Depuis deux décennies le marketing territorial a attiré l’attention, dans la pratique et la théorie. Mais il n’existe ni une définition généralement acceptée ni un cadre théorique solide. Jusqu’à maintenant, les travaux se sont surtout intéressés au marketing des pays et des villes, pendant que l’échelle régionale a été négligée. En outre, peu est encore connu sur les déterminants, les processus et les effets du marketing territorial. L’objectif de cette thèse est de contribuer à l’éclaircissement du concept du marketing territorial et à la compréhension de ce phénomène complexe. L’accent est mis sur les conditions, les processus et les effets des marques territoriales, qui sont ici liées aux produits de terroir et au tourisme dans des régions Méditerranéennes rurales (en France et au Maroc). L’introduction présente le contexte sociétal et théorique du marketing territorial qui a émergé comme réponse aux défis économiques, politiques et socio-culturels. Par conséquent, trois courants littéraires sont mobilisés : le marketing, la science régionale et la sociologie. On présume que les connaissances de ces trois disciplines sont nécessaires pour comprendre les déterminants, les processus et les effets d’un marketing territorial. Le chapitre 2 comprend une étude de cas de la marque Sud de France en Languedoc-Roussillon. C’est une étude des dynamiques locales et du processus de marketing territorial, qui ont conduit à des effets positifs de développement suite à une intervention publique. Ce cas montre les bénéfices divers créés par une marque territoriale et il révèle certains de ces mécanismes. Le chapitre 3 utilise le cas de Sud de France pour approfondir encore la question de la valeur qui peut être créé par une marque territoriale. Ce chapitre développe un modèle de mesure et un outil de contrôle de la valeur des marques territoriales. Les résultats montrent qu’ils coexistent de diverses dimensions de la valeur de ces marques, conformes aux attentes des parties prenantes clés identifiées. Ces dimensions incluent des indicateurs économiques, socio-culturels et environnementaux. Le chapitre 4 offre une comparaison de quatre marques régionales en Europe pour comprendre les conditions générales ainsi que les déterminants contextuels de succès de ces marques. Ce chapitre combine la perspective du marketing avec celle de la sociologie. Les résultats indiquent que plusieurs dimensions d’un encastrement jouent un rôle important pour les marques régionales, telles que l’influence des politiques publiques, les formes de coopération et de gouvernance locale, l’identité territoriale et l’ancrage des acteurs locaux dans leurs territoires. Le chapitre 5 est une étude de cas du marketing territorial à Chefchaouen au Maroc. Les préconditions et les diverses initiatives vers un marketing territorial sont analysées à trois niveaux d’action (macro, méso, micro). L’aperçu principal obtenu de ce cas est qu’une marque collective territoriale pourrait être un instrument utile pour stimuler une coopération entre différents secteurs, mais qu’actuellement les régions au Maroc manquent encore d’autonomie suffisante pour développer leurs propres projets territoriaux. Le chapitre final souligne les différences conceptuelles entre diverses marques liées aux territoires. La principale conclusion est que les marques régionales - pour pouvoir stimuler le développement agro-industriel et territorial - doivent être considérées comme plus que de purs instruments de marketing, mais comme des processus de développement dynamiques, collectifs et encastrés. Ces aperçus mènent à des implications au niveau conceptuel et théorique, méthodologique ainsi que politique et managérial pour la recherche et la pratique du marketing territorial. Une suggestion majeure pour la future recherche serait d’utiliser la théorie des systèmes complexes pour couvrir la complexité des marques collectives territoriales

COLIVE Project Deliverable 2.2: A report on olive oil case studies

The objective of this report is to understand more in detail how circular business models valorizing olive waste and by-products (for food and non-food applications) are implemented. Therefore, an analysis of ten cases of business models for waste and by-product valorization in the olive oil sector is done, regarding their business model canvas elements, their enabling and hindering factors, and the institutional context

COLIVE project deliverable 2.1 : A review paper on existing initiatives of collective marketing and circular business: models

The objective of this review paper is to investigate what kind of circular business models currently exist that create, capture and deliver value from olive waste and by-products, in order to get first insights into a yet unexplored research domain. 39 cases of circular business models are studied that convert agricultural waste and by-products into valuable products via a circular economy approach

Stakeholder value-based place brand building

PurposeThe purpose of this study is to investigate the place brand building process based on multi-stakeholder perceived value. It contributes to an understanding of how place brands are developed, providing diverse benefits, and proposes a conceptual framework for place brand building and value measurement scales.Design/methodology/approachThe study is based on the place brand Sud de France. Qualitative data from stakeholder interviews is used to investigate the main place brand value dimensions. A survey of consumers from the Languedoc-Roussillon region is conducted to measure consumer place brand values. Quantitative data is analyzed using structural equation modelling.FindingsResults indicate that place brand value is a multiple-perspective and multidimensional construct that includes new measurement scales related to dimensions such as quality of life, a common local identity and local development. Brand identity is not only constructed on place identity, but should also incorporate stakeholder values and provide value to consumers.Practical implicationsFor place brand managers, this study provides a methodology that helps identify the main place image and stakeholders values to be integrated into place brand identity construction. The place brand value measurement scales can be used to ensure a permanent match between brand identity and consumption trends.Originality/valueLiterature dealing with place equity has focused mostly on country-of-origin or destination image effects from a non-local consumer or tourist perspective. The originality of this study lies in analyzing the perceived benefits of a regional brand by its local stakeholders, leading to a new brand building framework and value measurement scales

COLIVE Project Deliverable 2.2: A report on olive oil case studies

The objective of this report is to understand more in detail how circular business models valorizing olive waste and by-products (for food and non-food applications) are implemented. Therefore, an analysis of ten cases of business models for waste and by-product valorization in the olive oil sector is done, regarding their business model canvas elements, their enabling and hindering factors, and the institutional context

Drivers and barriers for new circular business models valorizing olive waste and by-products

International audienc