Open Access Open Access  Restricted Access Subscription or Fee Access

CASE STUDY The new territorial orientation of a transnational company: Italian pasta

Silvia Dessì, Federica Caboni, Ernestina Giudici


Taking the new consumer requirements for products linked to regional identity and cultural heritage into consideration, today’s transnational companies have modified their strategies. By using a regional or geographic indication, it is possible to exploit existing associations that consumers have with a region or particular place and provide products that have a specific image. The purpose of this case study is to illustrate this new orientation of transnational companies’ towards a rediscovery and evaluation of terroir. To pursue this goal we chose to use the case study methodology, based on the analysis of the Italian food company Barilla. The study underlines the decision of this transnational company to offer a line of products closely linked to their geographical origin. Furthermore, it analyses how this territorial links are able to communicate and transmit cultural and traditional roots. 


transnational companies; food products; territorialisation

Full Text:



Alberoni, F. (2013). Pietro Barilla:“Tutto è fatto per il futuro, andate avanti con coraggio”: Biografia di un grande imprenditore. Rizzoli.

Askegaard, S., & Kjeldgaard, D. (2007). Here, There, and Everywhere: Place Branding and Gastronomical Globalization in a Macromarketing Perspective. Journal of Macromarketing, 2 (27), 138-147.

Barham, E. (2003). Translating terroir: the global challenge of French AOC labeling. Journal of Rural Sociology, 19, 127-138.

Barilla. Ethics and Business (2004). Retrieved from

Bessière, J. (1998). Local Development and Heritage: Traditional Food and Cuisine as Tourist attractions in Rural Areas. Sociologia Ruralis, 38(1), 21-34.

Bowen, S., & Zapata, V. (2009). Geographical indications, terroir, and socioeconomic and ecological sustainability: The case of tequila. Journal of Rural Studies, 25, 108-119.

Caporale, G., Policastro, S., Carlucci, A., & Monteleone, E. (2006). Consumer expectations for sensory properties in virgin olive oils. Food Quality and Preference, 17, 116-125.

Chambers, S., Lobb, A., Butler, L., Harvey K., & Traill, B. (2007). Local, national and imported foods: a qualitative study. Appetite, 49, 208-213.

Champy, J. (1997). Think globally, sell locally. Sales & Marketing Management, July, 24-25.

Chlivickas, E., & Smaliukiene, R. (2009). International region as a brand origin: conceptualization and review. Journal of Business Economics and Management, 10(2), 141–148.

Conter, M., Zanardi, E., Ghidini, S., Pennisi, L., Vergara, A., Campanini, G., & Ianieri, A. (2008). Consumers’ behaviour toward typical Italian dry sausages. Food Control, 19, 609-615.

Dekhili, S., & d’Hauteville, F. (2009). Effect of the region of origin on the perceived quality of olive oil: An experimental approach using a control group. Food Quality and Preferance, 20, 525-532.

Delamont, S. (1995). Appetites and identities: An introduction to the social anthropology of Western Europe. London: Routledge.

Demossier, M. (2011). Beyond terroir: territorial construction, hegemonic discourses, and French wine culture. Journal of the Royal Antropological Institute, 17, 685-705.

Di Monaco, R., Di Marzo, S., & Cavella, S. (2005). Valorization of traditional foods: The case of Provolone del Monaco cheese, British Food Journal, 107 (2), 98-110.

Eisenhardt K.M. (1989). Building Theories from Case Study Research. Academy of Management Review, 14 (4), 532-550.

Erickson B., & Roberts M., (1997). Marketing and local identity. Journal of Urban Design, 2 (1), 35-59.

Feagan, R. (2007). The place of food: mapping out the ‘local’ in local food systems. Progress in Human Geography, 31, 23-42.

Ger, G. (1999). Localizing in the global village: local firms competing in global markets. California Management Review, 41 (4), 64-83.

Giudici, E. & Dessì, S. (2011). A new approach is born. The slow philosophy via agri-tourism. Review of Business Research, 11 (5), 85-94.

Giulianotti, R., & Robertson, R. (2007). Forms of Glocalization: Globalization and the Migration Strategies of Scottish Football Fans in North America. Sociology, 41(1), 133-152.

Hatch, M. J., & Schultz, M. (2002). The dynamics of organizational identity. Human relations, 55(8), 989-1018.

Hendrickson, M., & Heffernan, W. (2002). Opening spaces through relocalisation: Locating potential weakness of the global food system. Sociologia Ruralis, 42 (4), 347-369.

Holloway, L., & Kneasfey, M. (2000). Reading the space of the farmers’ markets: A preliminary investigation from the UK. Sociologia Ruralis, 40(3), 285-299.

Honoré, C. (2005). In Praise of Slowness. New York: Harper One.

Iaccarino, T., Di Monaco, R., Mincione, A., Cavella S., & Masi, P. (2006). Influence of information on origin and technology on the consumer response: The case of soppressata salami. Food Quality and Preference, 17, 76-84.

Ilbery, B., Morris, C., Maye, D., & Kneafsey, M. (2005). Product, Processes and Place: An Examination of Food Marketing and Labelling Schemes in Europe and North America. European Urban and Regional Studies, 12 (2), 116-132.

Invernizzi, E. (1996). La comunicazione organizzativa nel governo delle imprese. (G. Golinelli, G. Usai, and D. Velo Eds.) Milano: Giuffré editore.

Iversen, N.M., & Hem, L.E., (2008). Provenance associations as core values of place umbrella brands. A framework of characteristics. European Journal of Marketing, 42 (5/6), 603-626.

Kale, S. H., & Zlatevska, N. (2009). Globalization, Reterritorialization, and Marketing. The journal of Internationalisation and Localisation 1, 150-167.

Kunzmann, K. R. (2004). Culture, creativity and spatial planning. Town planning review, 75(4), 383-404.

Lastampait (2010, 11, 28). Barilla-Petrini, chi difende la qualità del cibo? [Video file]. Retrieved from

Letablier, M. T., & Nicolas, F. (1994). Genèse de la Typicité. Science des Aliments, 14, 541–546.

Maréchal, G. (2009). Terroir. In A.J. Mills, G. Durepos and E. Wiebe (Eds.), Encyclopedia of Case Study Research, Thousand Oaks, CA: Sage, pages 921-923.

Mayes, R. (2008). A place in the sun: the politics of place, identity and branding. Place Branding and Public Diplomacy, 4 (2), 124-135.

Parrot, N., Wilson, N., & Murdoch J. (2002). Spatializing quality: regional protection and the alternative geography of food. European Urban and Regional Studies, 9, 241-261.

Pieniak, Z., Verbeke W., Vanhonacker, F., Guerrero, L., & Hersleth, M. (2009). Association between traditional food consumption and motives for food choice in six European countries. Appetite, 53, 101-108.

Pratt, J. (2007). Food values: the local and the authentic. Critique of Anthropology, 27, 285-300.

Rai (2013, 04, 21). Che tempo che fa: Guido Barilla [Video file]. Retrieved from

Risku-Norja, H., Hietala,R., Virtanen, H., Ketomaky, H., & Helenius, J. (2008). Localisation of primary food production in in Finland: production potentialand environmental impacts of food consumption patterns. Agricultural and Food Science, 17, 127-145.

Ritzer, G. (1993). The McDonaldization of Society: An Investigation into the Changing Character of Contemporary Social Life. Newbury Park: Pine Forge Press.

Robertson, R. (1992). Globalization: Social Theory and Global Culture. London: Sage.

Robertson, R. (1994). Globalisation or Glocalisation?. Journal of International Communication 1(1), 33–52.

Schuiling, I., & Kapferer, J. (2004). Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers. Journal of International Marketing, 12 (4), 97–112.

Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Customer behavior: Customer behavior and beyond, Hinsdale, IL: The Dryden Press.

Sirkeci, I. (2013). Transnational Marketing and Transnational Consumers. Springer.

Skuras, D., & Vakrou, A. (2002). Consumers’ willingness to pay for origin labeled wine: A Greek case study. British Food Journal, 11, 898-912.

van Ittersum, K., Candel, M.J.J, & Meulenberg, T.G. (2003). The influence of the image of a product’s region of origin on product evaluation. Journal of Business Research, 56, 215-226.

van Ittersum, K., Meulenberg, T.G., van Trijp, C.M., & Candel, M.J.J (2007). Con-sumers’ Appreciation of Regional Certification Labels: A Pan-European Study. Journal of Agricultural Economics, 58 (1), 1-23.

Vignali, C. (2001). McDonald’s: “think global, act local” - the marketing mix. British Food Journal, 103 (2), 97-111.

Wilken, R., & Sinclair, J. (2011). Global Marketing Communications and Strategic Regionalism. Globalizations 8 (1), 1-15.

Wind, Y. (1986). The myth of globalization. The Journal of Consumer Marketing, 3 (2), 23-26.

Websites: Accessed 1 August 2013. Accessed 1 August 2013. Accessed 1 August 2013. Accessed 1 August 2013. Accessed 1 August 2013. Accessed 1 August 2013. Accessed 1 August 2013.


  • There are currently no refbacks.

Transnational Press London

Copyright © 2012-2016 Transnational Marketing Journal / Transnational Press London | All rights reserved | Contact Us