Made in Italy in the Japanese F&B Market and the

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Campo DC	Valore
dc.identifier	ECF_chapter_6637
dc.contributor.author	Fantoni Davide
dc.title	Made in Italy in the Japanese F&B Market and the Marketing of Freedom
dc.type	Capitolo
dc.language.iso	en
dc.description.abstract	Italy in Japan resounds with fashion, lifestyle and most of all food. From HoReCa to home cooking to gifts, Italian F&B products have taken Japanese consumers by storm in the past few decades, imposing Made in Italy as the most loved national brand. But the Japanese market is extremely mature, fast and notoriously one of the most sophisticated globally. Competition is fierce and relying on the quality of the product itself is not enough to secure commercial success in a country where form often prevails over content. That is when (good) food marketing becomes the crucial element in dictating the lifespan of a brand. To what degree are Italian producers aware of this? And what is the best approach to minimize failure?
dc.relation.ispartof	Ca’ Foscari Japanese Studies
dc.publisher	Edizioni Ca’ Foscari - Digital Publishing, Fondazione Università Ca’ Foscari
dc.issued	2021-12-22
dc.dateSubmitted	2021-07-21
dc.identifier.uri	http://edizionicafoscari.it/it/edizioni4/libri/978-88-6969-559-9/made-in-italy-in-the-japanese-fampb-market-and-the/
dc.identifier.doi	10.30687/978-88-6969-559-9/006
dc.identifier.issn	2610-8976
dc.identifier.eissn	2610-9395
dc.identifier.isbn
dc.identifier.eisbn	978-88-6969-559-9
dc.rights	Creative Commons Attribution 4.0 International Public License
dc.rights.uri	http://creativecommons.org/licenses/by/4.0/
item.fulltext	with fulltext
item.grantfulltext	open
dc.peer-review	no
dc.subject	Commerce
dc.subject	F&B
dc.subject	F&B
dc.subject	Italy
dc.subject	Japan
dc.subject	Made in Italy
dc.subject	Marketing

Capitolo
open access

Made in Italy in the Japanese F&B Market and the Marketing of Freedom

Davide Fantoni Italian Chamber of Commerce in Japan

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abstract

Italy in Japan resounds with fashion, lifestyle and most of all food. From HoReCa to home cooking to gifts, Italian F&B products have taken Japanese consumers by storm in the past few decades, imposing Made in Italy as the most loved national brand. But the Japanese market is extremely mature, fast and notoriously one of the most sophisticated globally. Competition is fierce and relying on the quality of the product itself is not enough to secure commercial success in a country where form often prevails over content. That is when (good) food marketing becomes the crucial element in dictating the lifespan of a brand. To what degree are Italian producers aware of this? And what is the best approach to minimize failure?

Pubblicato

22 Dicembre 2021

Presentato

21 Luglio 2021

Lingua

ISBN (EBOOK)

978-88-6969-559-9

Keywords: Marketing • F&B • Japan • Italy • Commerce • Made in Italy • F&B

permalink: http://doi.org/10.30687/978-88-6969-559-9/006

Copyright: © 2021 Davide Fantoni. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.

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