MadeInTheAlps - The image of Alpine Products: A common resource for pan-Alpine territorial brand cooperation
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Principal Investigator at ZRC SAZU
Katarina Šrimpf Vendramin, PhD -
Original Title
The image of Alpine Products: A common resource for pan-Alpine territorial brand cooperation
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Acronym
MadeInTheAlps
Project Team
Špela Ledinek Lozej, PhD, Erik Logar, PhD-
Duration
1 June 2022–30 November 2023 -
Lead Partner
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Project Leader
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Financial Source
Alpine Region Preparatory Action Fund (ARPAF)
Partners
Polo Poschiavo, EM Lyon, ZRC SAZU
Territorial brands that aim to establish 100% local value chains, despite their benefits for territorial development, can result in the proliferation of initiatives requiring investments of inefficient size & hinder collaboration with other regions. The common image of the Alps is a joint cultural asset that could facilitate cross-regional/border value chains. The project will develop policy and managerial insight for collaborative TB initiatives through experiment-based research on consumers’ perceived image of ‘Made in the Alps’ products resulting from cross-regional/border value chains and supporting pilot actions.
Territorial brands aiming at 100% local value chains can result in the proliferation of initiatives requiring investments of inefficient size & hinder collaboration with other regions. The common image of the Alps is a joint cultural asset that could facilitate cross-regional/border TB collaboration.
- Literature review on 'made in', also known as 'place of origin effect', with a focus on different scales (i.e., city, region, country, supra-country areas) and their articulation and its effect on territorial brand image, evaluation, intention to buy, and willingness to pay;
- Desk research on how the image of the Alps is used to promote local products by territorial brands of different kinds;
- Development of a quali-quantitative methodology (interview guidelines, surveys, etc.);
- Exploratory qualitative interviews; we will interviews members of the EUSALP Youth Council as convenience sample;
- Quantitative study with an experimental design, capable of capturing the image of 'made in the Alps' products, particularly when they are the result of cross-border/region value chains;
- Final research report, highlighting key findings and managerial and policy recommendations.
