Marketing of Traditional-Local Products in the Experience Logic Perspective

Abstract

The hypothesis underlying the chapter is that the business of traditional-local products requires a specific and suitable approach, which needs to combine the conceptual tools of service marketing with the experiential perspective. In line with an experience logic perspective, the authors suggest that the producers of traditional-local products (raw materials and goods) abandon the conservative strategy that rests upon the defense of traditional means of production, and embrace instead an experience logic marketing approach. As widely illustrated in the literature, this way manufacturers could offer an integrated portfolio, inclusive of both traditional agro-industrial items and new experiential products, such as themed events, carrying higher added value. The chapter adopts a qualitative approach and case study analysis as the research methods. Despite the limitations of the research related to the use of a single case study, the paper proposes some theoretical and managerial insights adopting the experience logic as a conceptual model to observe and interpret the food and wine business, thus innovating its value proposition. Through an experience logic approach, companies that produce traditional-local products, especially small and medium-sized, can intercept the new postmodern consumption processes that require experiential content, authenticity, and low standardization of the offer.