Authors: Marie Carpenter
The European Union currently provides protection in Europe to the names of food and drinkproducts that have received a new form of intellectual property protection termed ?ProtectedGeographic Indications? (or PGI). In the study, three different products from the south west ofFrance were examined with a view to understanding how the network perspective can enhanceour understanding the impact of such a change. Little empirical research in marketing or inpublic policy exists at present to aid such decision makers in understanding the realconsequences of such interventions (Golan et al., 2000). Detailed case studies have beendeveloped of the process of deciding on the requirements of the PGI label and the subsequentimpact that its presence has had on the actors in the supply chain for each of the three foodsectors studied.It is proposed that the network approach to marketing is a valuable analytical tool within thiscontext as it offers a detailed and realistic framework for understanding the differences in theeffectiveness of this EU public policy measure across three different sectors.
Journal: ( – )
Web Address:
Publish Year: 2004
Conference: Copenhagen, Denmark (2004)