management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 4/2007

Localisation vs. globalisation of typical products and experiential consumption
Abstract. The transformations taking place in the world economy can facilitate integration processes, both on a horizontal and vertical scale, and can be an opportunity for all businesses, of whatever size and sector. Nowadays, in this globalized economy consumers seem to be more and more interested in buying artisan products as synonymous of quality, tradition, culture and environment respect. The aim of this paper is to analyse and define characteristic local products in the framework of an economic model of experience. In this perspective, once having highlighted the strengths and weaknesses of this particular supply system, we intend to stretch the conceptual scheme of the typical product to the point of including in the concept of supply the relative experience connected to such specificity to be found only in their places of origin.
Keyword: Globalisation, local markets, typical products, experience economy.
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