Costi di transazione e differenziali di potere nella scelta del canale di commercializzazione: un'applicazione della conjoint analysis

Food marketing is a challenging task for high quality food producers, however few works investigate which relevant characteristics producers take into account in choosing their marketing channels. Both transaction cost economics and the theory of dependence provide researchers with useful hypothesis that can be tested in the field. The paper tests through a conjoint analysis how the transaction cost relevant dimensions of the marketing channel and power relationships shape the preference of small and medium winemakers in two renewed Italian wine regions: Chianti and Montalcino. The results highlight the role that asset specificity plays as far as marketing choices are concerned. Noticeably, the safeguarding of brand reputation is considered one of the key determinants of the choice. This is not surprising given the high quality of wines produced in the two regions.