The innovation ICT strategy in agri-food sector

Abstract

Abstract: The achievement of Information Communication Technology (ICT) as a new ground for economic competition is deeply affecting the trade organization in many merchant sectors. For Italian agri-food products it is of absolute importance for Internet marketing to be undertaken and to foresee the consequent scenarios. The aim of this research is to exactly assess the opportunities and problems of the distribution circuit based on the virtual scenario, with a methodological and empirical approach, working on the analysis of experiences already begun by agri-food companies established in Italy and engaged in “business to consumer” and “business to business”. The ICT is configured as a phenomenon in a continuous and rapid evolution, which makes it necessary for companies to continually adapt to it and to the habits of web-consumers. This means that it is necessary to effectively enter the network of agri-food firms, and to strategically revise marketing methods focusing on the market place.